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.

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 Centre for Marketing and Public Relations at the Faculty of Social Sciences, University of Ljubljana, and Partner and Knowledge Director in Herman & partnerji d.o.o., Slovenia. His research interests are globalization, mediatization, reflective and strategic communication, and future studies.

Anja Spoljaric 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.