INTERNAL COMMUNICATION AND EMPLOYER BRANDS
INTERNAL COMMUNICATION
AND EMPLOYER BRANDS
Ana Tkalac Verčič, Dejan Verčič, and Anja Špoljarić
Routledge Research in Public Relations
“This is a welcome review of recent research and current thinking
related to internal communication in organizations. Experience through
the COVID pandemic has re-emphasized the importance of good, well
thought through and managed internal communication and this new
book will make a valuable contribution to this developing area of man-
agement practice.”
Dr. Jon White, Visiting Professor, Henley Business School, University
of Reading, UK
“Internal communication is more important than ever for all kinds of
organizations. This timely book provides a comprehensive overview. It
is an essential reading for leaders in human resources, communications,
and general management.”
Ansgar Zerfass, Professor and Chair for Strategic Communication,
Leipzig University, Germany
“This book fills a key vacuum in the body of knowledge on the vital, albeit
ignored, topic of internal communication. The authors are to be com-
mended for conceptualizing a holistic approach to the concept while also
presenting information of value both to academics and practitioners.”
Dr. Krishnamurthy Sriramesh, PhD, Professor of Public Relations,
University of Colorado, Boulder, USA
This book proposes a model of internal communication based on empir-
ical 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 cocre-
ate 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 psycho-
logical contract fulfillment. Including an extensive literature review and
informed by in-depth interviews conducted with corporate communica-
tion 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 the Centre for Marketing and
Public Relations at the Faculty of Social Sciences, University of Ljubljana,
and Partner and Knowledge Director at Herman & partnerji d.o.o., Slove-
nia. His research interests are globalization, mediatization, reflective and
strategic communication, and future studies.
Anja Špoljarić is a research assistant at the Faculty of Economics and
Business, University of Zagreb. She is currently pursuing a PhD. Her doc-
toral thesis will explore the relationship between internal communication
and employer brands. Her research and published articles deal with com-
munication, specifically internal communication and employer branding.
Internal Communication
and Employer Brands
Routledge Research in Public Relations
Bringing together theories and thought from a variety of perspectives,
this series features cutting-edge research addressing all the major issues
in public relations today, helping to define and advance the field.
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9 Relationship Building in Public Relations
Petra Theunissen and Helen Sissons
10 Advancing Crisis Communication Effectiveness
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Edited by Yan Jin, Bryan H. Reber, and Glen J. Nowak
11 Internal Communication and Employer Brands
Ana Tkalac Verčič, Dejan Verčič, and Anja Špoljarić
For more information about this series, please visit: https://www.routledge.
com/Routledge-Research-in-Public-Relations/book-series/RRPR
