PARADOXES IN ORGANIZATIONAL IDENTIFICATION WITH AN HIGHER EDUCATION INSTITUTION

• Main Author: Edson Roberto Scharf
• Format: Article
• Language: Spanish
• Published: Universidade Federal de Santa Catarina 2016-05-01
• Series: Revista Gestão Universitária na América Latina
• Subjects: Marketing em instituições de ensino superior; Identificação organizacional; Comunicação; Branding; Pós-graduação
• Online Access: https://periodicos.ufsc.br/index.php/gual/article/view/35634

The aim of this study was to know the organizational identification of master students at an higher education institution in Brazil, in support of educational management. Based on the study by Celsi and Gilli (2010), with an exploratory inductive character, participated in the survey all students in the course. The results point to the understanding that the communication raises the visibility of the institution, to the realization that the future success of students depends on the success of the organization, for a sense of well-being of the students about the values and beliefs conveyed in communication; and that students are willing to make efforts beyond the normal value for the organization. Nevertheless, this same communication generates a low level of wellbeing and pride for students, when asked if they would comment on it with those close. In this study, the effect was called 'Black Mirror', with students absorbing important information communication, understanding and agreeing with its contents, but not to sharing. The results obtained allow the manager of the institution to plan more adequately their communication with the community of potential students.