Abstract
Self-identity concept is important in organizations to foster engagement and loyalty towards organizations. Based on the concept of identity, this study aims to find out the concept of identity among Universiti Kebangsaan Malaysia (UKM) staff and to identify what needs to be done to foster a sense of identity towards UKM. The underlying theory in the present study is the Social Identity Theory (Turner & Tajfel, 1979). This study involved the participation of UKM employees from the management and professional group, academicians and support staff. The research instrument is interview sessions with the informants. Interview questions are developed based on the three constructs of identity, namely loyalty, love and pride. Data analysis shows that there is different level of understanding regarding the self-identy concept among UKM staff and this depends very much on the job position of the informants. Although there are differences whereby some informants are willing to leave UKM if they are offered better deals from outside organizations, in general UKM employees have a spirit of loyalty, love and pride towards UKM. Further research in the future can be done to solve the problems that arise among UKM staff to strengthen the self-identity concept and their association with UKM.