On this put up, Stephanie Dailey discusses the utilization of organizational hashtags and why may enterprise leaders use them in her latest article “Outline Your self… #EXSTpride”: Exploring an Organizational Hashtag by the Structurational Mannequin of Identification,” printed in Administration Communication Quarterly.
Maybe you’ve gotten seen a rising pattern: companies are encouraging shopper interplay by hashtags like #ShotoniPhone, #ShareACoke, and #TargetStyle. Corporations are more and more urging clients to invoke their title (e.g., #HomeDepot), take part in company initiatives (e.g., #SouthwestHeart), and work together with manufacturers (e.g., #MyWestElm) on their private social media accounts. I used to be curious how organizations may capitalize on this pattern internally, to strengthen their reference to members and bolster their organizational id.
To take action, I studied what I name an “organizational hashtag”—a hashtag created by organizational stakeholders for a selected function. Particularly, I analyzed a college’s organizational hashtag on Instagram, which organizational leaders created to encourage college students to point out their delight for the college. The hashtag included the college’s abbreviated title and the phrase “delight” (anonymized as Instance State College and #EXSTpride).
I qualitatively coded 150 posts with the hashtag #EXSTpride, systematically searching for themes within the photographs and texts of posts. Specifically, I used to be looking for methods through which #EXSTpride fostered member identification—a sense of oneness or belongingness to the group—and organizational id, which entails how folks outline the group and its tradition. My evaluation was knowledgeable by scholarly ideas from structuration principle and the structurational mannequin of identification.
In my paper, titled “’Outline Your self… #EXSTpride’: Exploring an Organizational Hashtag by the Structurational Mannequin of Identification,” printed in Administration Communication Quarterly, I clarify that organizational hashtags do a number of issues. First, these hashtags can profit organizations by fostering members’ organizational attachments by consubstantial language use (e.g., “we” as an alternative of “they”) and forthright statements of delight, that are frequent methods folks categorical belongingness to organizations. Second, organizational hashtags bolster a company’s id by revealing what’s distinctive, central, and enduring concerning the group. For instance, one scholar posted a video of a mariachi band performing dwell music in a campus eating corridor. The put up learn, “Does your faculty have mariachi gamers in your eating halls?” Posts like these give members a robust sense of the group’s tradition and the way it’s distinctive from others, which helps to outline the group and its members.
What ought to enterprise leaders take from this analysis? My examine’s outcomes have necessary implications for follow. Notably, organizational hashtags can prolong the attain of member engagement, as present members/staff can use the hashtag to attach with the group, however so can potential members, organizational alumni, and different stakeholders. Significantly as extra folks earn a living from home, organizations ought to take into account how social media may maintain organizational bonds. Moreover, along with organizationally-driven applied sciences (e.g., e mail, Slack, and so forth.) and exterior advertising efforts, members’ private social-media use may also be an avenue for fostering identification and organizational id. Through the use of organizational hashtags, enterprise leaders can harness the facility of social media to domesticate their group’s folks and tradition.