Employee creativity is the basis of enterprise innovation. How to improve employees’creativity has always been a topic of common concern in business and academia. Based on role identity theory and social cognitive theory, this study explores the influence of organizational innovation emphasis on employee creativity and the moderating effect of employee self-efficacy. The empirical research on the paired data of supervisors and employees at three time points shows that the perception that the organization attaches importance to innovation will enhance employees’creative role identity. Employees’creative role identity then helps to improve their creativity. Creative role identity plays a mediating role between organizational innovation emphasis and employee creativity. And employee self-efficacy moderates the relationship between organizational innovation emphasis and employee creative identity, and the relationship is stronger for employees with higher self-efficacy. At the same time, creative self-efficacy moderates the mediating effect of creative role identity on the relationship between organizational innovation emphasis and employee creativity, and this mediating effect only exists when employees have high self-efficacy.