REVISITING THE CORPORATE IDENTITY OF A UNIVERSITY TEACHER: THE REALITY OF MODERN TIMES

Abstract

Introduction. The future of higher education depends in particular on what image dominates in public consciousness nowadays. Sentiments of educational community, corporate atmosphere in an educational institution has a direct impact on success of implemented reforms in the sphere of education and activity of an educational establishment. Corporate identity of a university teacher, identifying themselves as a part of university is a key for effective functioning of an educational establishment, acknowledging its mission, corporate philosophy. The aim of the work is to describe the results of studying the level of corporate identity of the academic teaching staff of South Ural State Humanitarian Pedagogical University. Methods. To get the information the author used the interview method. 569 students of the University, 68 teaching staff and 12 administrative staff of Humanitarian Pedagogical University have been interviewed. Scientific novelty of the study. The authors analyzed approaches and operational mechanisms of forming corporate identity at the University. Results. Having analyzed quarterly surveillance studies, devoted to uncovering the students, teachers and administrative staff’s attitude to a number of factors accompanying the processes of higher education modernization, the authors present the results of surveys held at the University. In 2017-2018 we held polling among students and staff members of the university. The detailed description of the polling results is presented in the article. Conclusions. Success of the suggested technology of forming corporate identity firstly depends on the Rector and administrative staff’s views. It is obvious that directing vectors of success in this context become supporting the importance of university corporation generally for the whole staff.