Employees as the ‘Actor’ in Communicating the New Corporate Identity

Airlangga University (locally known as UNAIR) had undergone privatisation, a process that resultedin a significant change in terms of management system and corporate identity. As corporate identitywas the fundamental of organisation, communicating the new corporate identity was a necessity. Thisresearch aimed to outline the role of employee in communicating the new corporate identity duringprivatisation. The social identity, symbolic interactions, and drama theory would be collaborated intothe organisational identity dynamics Model from Hatch & Schultz to analyse the case study. Theanalysis found that UnAir presented the corporate identity through visual identity. On the other hand,corporate identity was more than a visual identity; it rooted from corporate culture that engagedemployees as the actors in the organisation.