Sooyun Baik

  • Degree Programme: PhD in Organisational Behaviour

MA (Columbia University); BBA and BS (College of William and Mary)



Sooyun Baik is a PhD Candidate in Organizational Behaviour at London Business School. Her research focuses on the ways organizations signal their cultures and values affect organizational outcomes such as hiring, recruitment, and leadership, and how they often lead to unintended consequences. In her first stream of research, she examines how organizations can effectively recruit desirable employees by sending the right messages. Second, she examines organizational missteps leading to unfair outcomes for female employees and leaders.

Her current work encompasses three interrelated research questions: 1) how recruiting messages communicate values to job seekers, 2) how job seekers perceive the fit between their identity and organizational values, and 3) who gets most and least attracted to the communicated messages. She argues that when organizations put disproportionate emphasis on talent in their recruitment, they inadvertently attract narcissistic job applicants who are not as talented or as beneficial to organizations.

Before joining LBS, Sooyun joined Cultural Psychology Lab and Center for Decision Sciences at Columbia Business School and worked on multiple research projects. She also worked at Monitor Group where she provided strategic consulting to global companies and developed her interests in workplace dynamics.

Sooyun holds a Master’s in Social-Organizational Psychology from Columbia University and a Bachelor’s from College of William and Mary, double majoring in Business Administration (Concentration: Management) and Psychology.

Research interests


  • Hiring
  • Recruiting
  • Orgnanizational
  • Communication
  • Gender
  • Leadership