Assessing the Impacts of Internal Communication: Employer Branding and Human Resources

Abstract

Human capital is considered the most important resource in any organization. However, most companies are concerned with external customer satisfaction, without devoting much attention to the satisfaction of their employees. Indisputably, employee satisfaction is fundamental and determines the success or failure of what the customer experiences. Technological developments have changed our lives and habits, and even the way we relate to others, so the online increasingly influences the offline. The purpose of this manuscript was to examine the relationship between the Digital Communication of companies and their Employer Branding, with a special focus on the close relationship that employees feel with the company. To perform this analysis, a case study was carried out using a qualitative approach. Interviews with seven managers from three different companies, two of whom are responsible for the Digital Communication of their organizations, were performed. With the analysis of the data obtained, it is concluded that the Employer Branding perceived by the employees is of a positive image of the company, but they do not feel emotionally more connected with the organization through the Digital Communication practiced by it. With this study, it is expected that organizations recognize the importance that an online presence has in the image of their brand as a whole, and that it is important to invest in Digital Communication, but it has to be performed with an action plan to achieve the objectives intended. From an interdisciplinary perspective, the manuscript presents insights for marketing (digital marketing and employer branding) and for socially responsible behavior by organizations (in a Portuguese context).

Recommendations for Internal Communication to Strengthen the Employer Brand: A Systematic Literature Review

“…Developing a compelling and appealing employer brand is closely tied to how organisations handle internal communication and aid their employees. Current studies Fernandes et al 2023;Verčič and Špoljarić 2023) emphasise the significance of fostering a positive and inclusive communication atmosphere, particularly during difficult situations. However, enhancing satisfaction with the communication climate requires a tailored approach considering the organisation's and its employees' unique needs.…”

“…Internal communication involves more than just sharing information; it also encompasses the ability of employees to connect with the organisation and comprehend its goals (Špoljarić and Verčič 2021). Therefore, communicating the company's values and standards and a favourable working environment is essential for attracting new talent and retaining existing employees (Fernandes et al 2023).…”

“…According to Fernandes et al (2023), employer branding entails reaching both external and internal audiences-while it seeks to appeal to potential candidates, it also extends its influence on current employees. The main objective is twofold: attracting new talents to bolster the company's competitive edge while ensuring that existing employees fully grasp, appreciate, and align their actions with the organisation's values and goals (Fernandes et al 2023). It also aims to establish a reputation as the best workplace through marketing practices typically used to motivate and attract talent (Pérez-Pérez et al 2022).…”

Communication as a Key Performance Indicator in Employer Branding in the Context of the Social Economy—A Quantitative Study

“…KPIs can be applied in different areas of an organization, including finance, marketing, human resources, and even employer branding, to assess and improve the success of initiatives. In terms of employer branding in the social economy, communication as a KPI can include various aspects aimed at measuring the effectiveness of communication strategies to build and maintain the employer brand [31,32] such as the following:…”

Human capital and financial performance of Islamic banks: a meta-analysis

“…, 2023), marketing innovation (Kaiser et al. , 2023), customer satisfaction (Fernandes et al. , 2023), customer integration (Xi et al.…”