What happens when Facebook’s employees no longer work for “Facebook”?

Whether it turns out to be a smart rebranding effort or a cumbersome marketing ploy, one thing is almost certain: Facebook’s imminent name change will spark an identity crisis for its workforce.

For years, Facebook has been a hot favorite among job seekers. The tech giant offers a range of products to billions of people across the world, and provides opportunities in advanced tech with its various augmented reality (AR) and virtual reality (VR) products. Facebook is apparently filled with “the smartest people,” according to Glassdoor reviews.

A name change will strip many people of their coveted “I-work-at-Facebook” tag. Facebook must make sure current and prospective employees don’t feel stripped off their sense of security and loyalty to the firm.Whistleblower Frances Haugen’s ongoing exposé highlights the importance of happy staff, among other things.

Read the rest of this story on qz.com. Become a member to get unlimited access to Quartz’s journalism.