Loyalty to an organization used to feature high on employees’ priority lists. Today, employees seek meaning more from their actual occupations and less from organizational ideologies. As the Edelman study “2011: Trends in Organizational (Internal) Communications/Employee Engagement” explains: “People are more inclined to self-identify as individuals rather than part of a discrete organization or brand. This is enhanced and encouraged by one’s ability to connect and link to one’s peers and to find self-defined communities.”
Employees want to be engaged at work, but in a way that suits their interests and ambitions. In “The Future of Work: A Journey To 2022,” researchers indicate that people are seeking autonomy and meaning at work, and will therefore see themselves as their own brands.