1st Edition
Internal Communication and Employer Brands
This book proposes a model of internal communication based on empirical research to demonstrate how contemporary organizations strategize, organize, perform, and measure it.
Internal communication is the management of communication between an organization and its members to inform, motivate, engage, and cocreate meanings to make organizations more effective. The book presents key concepts defining the successful implementation and execution of internal communication: internal communication satisfaction, employee engagement, employer branding, organizational support, and psychological contract fulfillment. Including an extensive literature review and informed by in-depth interviews conducted with corporate communication directors and human resource management directors in 25 Croatian organizations, the book uses original research to give practical guidance on internal communication best practices.
The book is an ideal resource for researchers and advanced students of public relations and corporate communication broadly and internal and employee communication specifically.
Acknowledgements
1. What is internal communication?
2. Organizational setting of internal communication
3. Strategizing internal communication
4. Channels of internal communication
5. Measuring internal communication
6. Internal communication satisfaction
7. Employee engagement
8. Employer branding
9. Organizational support and Psychological agreement
10. A model of internal communication
11. Digital transformation and organizational change
12. Internal communication redefined
Biography
Ana Tkalac Verčič is a professor at the Faculty of Economics & Business at the University of Zagreb. Her research includes various communication topics, mostly in internal communication. She has published more than 100 papers and chapters and has authored and edited numerous books in public relations and marketing.
Dejan Verčič is a professor and Head of the Centre for Marketing and Public Relations at the Faculty of Social Sciences, University of Ljubljana, and Partner and Knowledge Director at Herman & partnerji d.o.o., Slovenia. His research interests are globalization, mediatization, reflective and strategic communication, and future studies.
Anja Špoljarić is a research assistant at the Faculty of Economics and Business, University of Zagreb. She is currently pursuing a PhD. Her doctoral thesis will explore the relationship between internal communication and employer brands. Her research and published articles deal with communication, specifically internal communication and employer branding.
This is a welcome review of recent research and current thinking related to internal communication in organisations. Experience through the COVID pandemic has re-emphasised the importance of good, well thought through and managed internal communication and this new book will make a valuable contribution to this developing area of management practice". — Dr. Jon White, Visiting Professor, Henley Business School, University of Reading, UK
Internal communication is more important than ever for all kinds of organizations. This timely book provides a comprehensive overview. It is an essential reading for leaders in human resources, communications, and general management. — Ansgar Zerfass, Professor and Chair for Strategic Communication, Leipzig University, Germany
This book fills a key vacuum in the body of knowledge on the vital, albeit ignored, topic of internal communication. The authors are to be commended for conceptualizing a holistic approach to the concept while also presenting information of value both to academics and practitioners. — Dr. Krishnamurthy Sriramesh, PhD, Professor of Public Relations, University of Colorado, Boulder, USA
