The origins of internal communication and employer branding in marketing theories

Abstract

Internal communications and employer branding are recognized as important tools for achieving an inspirational working environment, which is both an aim and a means of differentiation between organisations. A growing number of studies demonstrate a connection between internal communication and employee identification with the organisation they work for, as well as with their perception of employer’s brand. The aim of this theoretical paper is to identify and elaborate theoretical foundations that contributed to the development of these two concepts. For that purpose, marketing schools of thought, primarily social exchange school of marketing thought and relationship marketing are analysed and related to the concepts of internal communication, and employer branding. The analysis shows that social exchange school theories can be applied to describe values that are exchanged through internal communication and employer brand activities, while relationship marketing principles are used when implementing these activities in order to develop positive employee relationships.

Employer brand and international employer brand: literature review

“…In 14 articles, the authors opted for a qualitative research approach (Sandeepanie et al. , 2023; Sinčić Ćorić and Špoljarić, 2021; Theurer et al. , 2018; Ruchika and Prasad, 2017; Backhaus, 2016; Lievens and Slaughter, 2016; Heilmann et al.…”

“…The majority of the analyzed articles, or 20 out of the 37 in total, employed a quantitative research approach to the topic ( Spoljari c and Tkalac Ver ci c, 2022; Benraiss-Noailles and Viot, 2021; Sarkiunaite and Sciukauske, 2021;Gr ajdieru and Khechoyan, 2019;Alnıaçık et al, 2014;Men, 2014;Rampl, 2014;Rampl and Kenning, 2014;Terera and Ngirande, 2014;Baum and Kabst, 2013;Edwards and Edwards, 2013;Arachchige and Robertson, 2011;Sivertzen et al, 2013;Davies, 2008;Berthon et al, 2005;Pietersis et al, 2005;Cable and Turban, 2003). 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).…”

“…There is no agreement as to who should engage in employer branding, in science or in practice. Nevertheless, the employer brand is rooted in the theories proposed by marketing scholars (Sinčić Čorić and Špoljarić, 2021), with Ambler and Barrow (1996), who first described and defined the employer brand concept, classifying it under relationship marketing.…”

“…As organizations nowadays invest increasing efforts into attracting and recruiting desirable employees, employer brand development has grown in presence and importance (Sinčić Ćorić and Špoljarić, 2021; Elving et al. , 2013).…”

An Analysis of Cause-Related and Social Marketing Strategies in the South African Sport Management Industry

“…The goal of relationship marketing is to build relationships with the consumers, thus making it a relevant discussion point for marketers. O’Malley and Tynan (2003) and Sinčić Ćorić and Špoljarić (2021) explained that relationship marketing was initially a point of contention in the marketing field, but it has since become analogous with marketing since it is not easy to perceive marketing problems that are not related to the foundation, maintenance, or destruction of a relationship. Without a doubt, relationships are very important in sport marketing.…”