I want to work there: how public relations agencies communicate organizational culture and identity on Instagram

PurposeThis study examined Instagram content shared by public relations (PR) agencies, through the sensitizing framework of organizational identity theory, to determine what messages related to organizational identity, culture and image were communicated to external audiences. This study highlights the various ways that Instagram can be used for strategic organizational communication.Design/methodology/approachA qualitative, thematic analysis of Instagram content was conducted. The constant comparative analysis was guided by organizational identity theory, which provided an individual-level perspective for interpreting organizational messages within the posts.FindingsPR agencies use hashtags, employee sharing and communicating about agency outreach efforts and accolades to communicate organizational identity. PR agencies communicate aspects of its culture through employee engagement and development, employee cohesiveness and through communicating a commitment to diversity, philanthropy and community service. PR agencies influenced its organizational image by communicating content related to promotion and support of creative efforts, having a public Instagram account and retelling the history of the agency.Originality/valueThis study extends our understanding of corporate self-presentation strategies on social media.