What is it about?
Effective Integrated Communication helps the organisation fulfil its Employer Value Proposition or EVP. Integrated communication is effective when employees experience co-ordination and consistency in brand communication. A firm that fulfils its brand promise in terms of EVP, will derive employee-based brand equity (EBBE) benefits in the form of brand allegiance, brand endorsement and brand consistent behaviour.
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Why is it important?
This inter-disciplinary study discusses Integrated Communication outside the gamut of Integrated Marketing Communication (IMC), from the employer branding perspective. Fulfillment of the psychological contract (in EVP terms) as a behavioral dimension is identified as a mediator in the relationship between Integrated Communication and Employee-based brand equity (EBBE). Integrated communication adds a different perspective to Employer branding. EBBE mainly discussed as part of Internal branding is also discussed as a part of employer branding literature, as both the concepts confluence to create the corporate brand.
Perspectives
Though there are multiple terminologies used in the research paper, terms like EVP, employer branding and brand equity are very much part of the corporate lingo. It will make for an interesting read and I believe this study will help employer branding, corporate communication and HR managers to collaborate in devising an effective employer branding strategy.
DEEPA R
Loyola Institute of Business Administration
Read the Original
This page is a summary of: Relationship between integrated communication effectiveness and employee-based brand equity – mediating role of psychological contract fulfillment, Journal of Product & Brand Management, May 2021, Emerald,
DOI: 10.1108/jpbm-01-2019-2212.
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