The results showed that employees’ social identity is in a clear way attempted to be created and strengthened in crisis emails, e.g. by portraying a positive vision of the future and using the “rhetoric of we.” Some employees perceive such crisis communication as increasing their respect for their working community, as well as their motivation towards work. The perception of crisis communication is connected with the salience of social identity. However, the causality of these two variables cannot be ascertained on the basis of this study.