Emerging Issues in Internal Communications

This article points out the importance of how generational shifts affect internal communications. Two-way symmetrical communication will positively influence employee engagement. While some communications involve the human resources department, this study examines the use of the public relations department for internal communications. Consider what the study says about establishing commitment from employees and how expectations about communication are changing.

Findings

Employer Branding

The next research question asked is there a focus on building organizational identity through employer branding and if so, which department leads these efforts? A new trend tied to Millennials' entrance in the workforce is the development of an employer brand or employer value proposition to establish commitment. Millennials have the reputation of being less loyal to employers and more willing to move on to advance in their careers. As a managing director at a public relations agency said, "The millennial mindset is very much in the moment and I don't mean this in an ugly way; it's…what have you done for me lately?"

While the exact terminology used slightly varied from "internal branding," "employee brand" or "employer brand," the majority of the internal communicators (n=21) were able to list specific tactics they were using to promote their core values to employees as a means to improve employee engagement and commitment. Some examples of core values found in the organizations that participated in the study included collaboration or "working without silos," respect, honesty, integrity, humility, character, innovation, workplace safety, and customer service. As a managing director for a public relations agency said,

With these new generations coming into the workforce, more than ever they're looking for those values. That's important to them. What does this company stand for, what does it mean? So we're seeing companies put a lot more time, effort and resources into communicating and living their values and that is true in new employee orientation from the beginning… it's true in recruiting as they try to find people who match their values, in new employee orientation and then throughout that life cycle.

Human resources tended to be responsible for introducing and communicating the company/organization's core values in employee recruitment campaigns and new employee orientation. Several executives (N=6) reported that their employers integrate their values into the annual awards program and recognize employees who exemplify those values, and these efforts were also led by human resources.

Public relations executives reported that they play a role in reinforcing their employer's core values through routine communication. They did so through promotional videos and employee testimonials and the use of editorial calendars, through which they deliberately scheduled content regarding core values. Some (n=6) even reported reviewing all messages for inclusion of core values. As a senior manager working in the education sector said,

When we have to announce a change or something that's maybe harder to communicate, we tie it back to our values to use as a foundation. And…any major initiative that's rolled out for the organization whether it deals with communications or it's just some other feature, there's always a tie to our values and that I think makes them a stronger story as a whole.