Understanding the Spread of Sustained Employee Volunteering: How Volunteers Influence Their Coworkers’ Moral Identity Work

Employee volunteering has become a common phenomenon in many organizations. However, it is unclear how sustained volunteering spreads between colleagues. Drawing on an empirical study set in the English legal profession, this study examines the processes through which existing employee volunteers influence their coworkers to internalize a volunteer identity. The study yields a theoretical model that specifies how coworkers may identify existing volunteers as moral exemplars. Five forms of social influence emanate, often unknowingly, from these exemplars: encouraging, evoking, edifying, enacting, and exemplifying. These forms of social influence inform coworkers’ microprocess of moral identity work through which they claim a volunteer identity. This study thereby shifts attention from the well-theorized outcomes of moral identities to the largely unexamined social influences on moral identities in the workplace, enriching our understanding of the development of the moral self that is foundational to theories of volunteering and identity.