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

Abstract

The increasingly intense competition in organisations means that they have to develop strategies to differentiate themselves. One of these strategies consists of using internal communication to improve the company’s attractiveness to outside talent and increase its attractiveness to its existing employees. However, this relationship still needs to be studied in the existing literature. This review aims to find and understand the main recommendations to be used in internal communication to improve employer branding. Nine open access scientific articles published between 2013 and 2023 on Scopus and Web of Science, written in English, met the inclusion criteria. Internal communication has been proven to play a crucial role in employer branding. The review presents a series of guidelines that can be incorporated into internal communication to strengthen the employer brand. These relate to communication qualities, knowing how to listen to and respect employees, maintaining responsiveness, providing feedback and the flow of company-related information, and choosing the appropriate communication channels. This study contributes to the ongoing scientific community by summarising and exploring the literature from the past decade. Its findings enhance our understanding of this field of study and strongly advocate for future research.

Human Capital Strategies to Foster Employee Engagement Within Post Pandemic Layoffs

“…Increased employee engagement using a strategic approach to internal communication can increase employees' understanding of the organizational goals, values, and support of employee needs (Tkalac Verčič et al, 2023). Through strategic organizational communication methods, employers can also demonstrate active listening by appropriately addressing employee concerns and contributions, provide timely and relevant feedback, and disseminate an accurate flow of relevant company-related information such as organizational change, employee benefits, perks, and policies (Santos et al, 2023). When the strategic communications approach is implemented, employees gain a sense of confidence in the employer due to their transparent, consistent, supportive, and empowering communication messages.…”

“…When the strategic communications approach is implemented, employees gain a sense of confidence in the employer due to their transparent, consistent, supportive, and empowering communication messages. Such approaches to strategic internal communications cause employees to feel more connected and involved in the decision-making process by providing solutions to their expressed needs and concerns (Santos et al, 2023). As a result, organizations show higher job satisfaction, engagement, and retention rates (Arasanmi & Krishna, 2019).…”

“…Additionally, effective communication strategies also increase employee engagement by helping to establish trust. According to research by Santos et al (2023), trust is a critical component of a positive organizational brand that also leads to higher job satisfaction and retention. The post-pandemic aftermath that accelerated our dynamic workplace culture requires a strategic approach to effectively navigating employees through many phases of evolution.…”

“…Lastly, companies must ensure timely and strategic communication centered around employee benefits, including expectations, resources, and new or existing policies resulting from unexpected benefit changes. Santos et al (2023) notes that "internal communication turns into the most valuable asset of strengthening the relationship and its employees," (p. 187) For example, practical and strategic internal communications will ensure employees' awareness of available resources found in their benefits package.…”