Identity Research

Our Identity Alignment Surveys are designed to help answer a crucial workplace challenge: the need to engage and retain vital talent. Employee engagement has become a highly sought-after way to enhance productivity, by increasing the sense of personal fulfillment people get from their work.

One of the underlying “rules of engagement” for employees is that they believe that their company has a clear sense of its own identity, that management is aware of that identity and, moreover, acts in accordance with it. Meeting these criteria engenders commitment and trust – indeed, faith – in the company, which leads naturally to higher levels of engagement. Organizations such as Google, 3M, Dow, Deloitte and GE appear to enjoy the benefits of that kind of “faith” on the part of their employees.

The opposite is also true: operating in discordant ways relative to identity leads people to disengage emotionally, if not actually. Consider it a matter of integrity: knowing who the company is and what it stands for, and living in sync with that reality. Either companies have that kind of integrity or they don’t. Instinctively, employees know the difference and respond in kind.

Developed in partnership with a leading employee measurement firm, these custom surveys do three things: Clarify employee perceptions of the identity of the company and how management actually behaves relative to it; Determine how personally aligned employees are with the identity of the organization; Spell out the performance implications for everyone concerned.