This study examines the organizational behavior of communication professionals in a working environment. Its specific purpose is to determine the way in which the organizational reputation and the perceived fit with the organization affect their identification as professionals, and at the same time if this identification serves as a mediator for an eventual achievement of their job satisfaction. As for the methodology, the study conducts a cross-sectional survey applied to 143 professionals in social communication in Colombia, followed by a structural equation modeling-partial least square analysis. The results obtained are coincident with the hypotheses formulated. The study contributes as it evaluates several constructs that plausibly explore the organizational behavior of communication professionals, and guides how they consider they adapt to current organizational structures and enhance their performance.