Is my employee still attracted to me? Understanding the impact of integrated communication and choice of communication channels on employee attraction

Abstract

PurposeThe study attempts to extend the current scholarship in the field of employer branding. Integrated communication is about consistent communication that is synergistic through multiple communication channels. Employer branding activities that involve multiple internal communication channels aim to attract employees. The study proposes that the perceived impact of effective integrated communication in employer branding shapes employee attitude and hence employee attraction. Employee perception of the choice of communication channels is also proposed to have an impact on employee attraction.Design/methodology/approachAn exploratory qualitative study in the form of interviews and a preliminary survey was conducted in the first phase. The main study involved a questionnaire survey to empirically test the proposed hypotheses. The respondents were information technology–business process management (IT-BPM) employees (n = 520) in India.FindingsThe direct and interaction effects of integrated communication and usefulness of communication channels on employee attraction within the organization were empirically validated to suggest a positive impact on employee attraction.Originality/valueThe study extends the current body of knowledge on talent attraction to include present employees. Similarly, the study on integrated communication and its impact on employee attraction is an important addition to the literature on employer branding, internal communication and talent management, given the present coronavirus disease 2019 (COVID-19) situation.

Employer brand and international employer brand: literature review

“…Most of the articles based on the quantitative research method used a questionnaire as an instrument applied on a non-random respondent sample. Two different approaches can be discerned among the studies undertaken – researching employer brands of specific organizations (Deepa and Baral, 2022; Špoljarić and Tkalac Verčič, 2022; Sarkiunaite and Sciukauske, 2021; Tkalac Verčič, 2021; Tkalac Verčič et al. , 2021; Men, 2014; Rampl, 2014; Rampl and Kenning, 2014; Terera and Ngirande, 2014; Baum and Kabst, 2013; Edwards and Edwards, 2013; Elving et al.…”

“…In 14 articles, the authors opted for a qualitative research approach (Sandeepanie et al, 2023;Sin ci c Cori c and Spoljari c, 2021;Theurer et al, 2018;Ruchika and Prasad, 2017;Backhaus, 2016;Lievens and Slaughter, 2016;Heilmann et al, 2013;Martin et al, 2005Martin et al, , 2011Wilden et al, 2010;Moroko and Uncles, 2008;Backhaus and Tikoo, 2004;Gioia et al, 2000;Ambler and Barrow, 1996). A mixed research method was used in only three articles (Deepa and Baral, 2022;Kunerth and Mosley, 2011;Elving et al, 2013).…”

“…When it comes to the studies focusing on employer brands of specific organizations, the internal employer brand research using current employees as the respondents (Deepa and Baral, 2022;Spoljari c and Tkalac Ver ci c, 2022;Sarkiunaite and Sciukauske, 2021;Men, 2014;Terera and Ngirande, 2014;Edwards and Edwards, 2013;Davies, 2008) and the external employer brand, where respondents were students as potential employees (Rampl, 2014;Rampl and Kenning, 2014;Baum and Kabst, 2013;Sivertzen et al, 2013;Cable and Turban, 2003) was researched in equal measure, as well as were potential employees and the wider public (Elving et al, 2013). In their research, Pietersis et al (2005) focused both on examining internal and external employer brand among current employees and among students as potential employees, respectively.…”

“…Recently, scientists have also been studying it from the perspective of internal public relations (e.g. Deepa and Baral, 2022; Spoljari c and Tkalac Ver ci c, 2022; Tkalac Ver ci c et al, 2021), highlighting the significance of current employees in the creation and development of the employer brand. Employer branding and its development are positioned similarly within organizations, where they are undertaken, either separately or jointly, by both marketing and human resource management experts.…”

A Review of Factors Influencing Business Communication Channels During Pandemic

“…Some other studies made the point that their options for communication channels are based on the combined factors of human touchpoints, knowledge, and perceptions. When they acquire more knowledge from the selected channels, they are better in their attitude, which ultimately results in better performance (Deepa & Baral, 2022). As such, the characteristic of people could be the contributor to the form of communication for better acceptance of message contents (Terason et al, 2022).…”