Strategic internal communication is a part of the organizational context in which employees are engaged or disengaged, while strategic external communication is an antecedent of company’s image on the market which designates consumer engagement. Both are vital in the Digital Era in which employees prioritize on fun working environments (e.g. Berthon, Ewing & Hah, 2005) awakening positive emotions including happiness, joy and enthusiasm (e.g. Fluegge-Woolf, 2014; Ford, McLaughlin & Newstrom, 2003; Pryce-Jones & Lindsay, 2014; Salas-Vallina et al., 2017). How can we use communication to attract and preserve engaged employees – employees that believe that working is fun? Are lucrative communication activities such as employer brand communication, innovative organizational communication initiatives and open channels of communication helpful? How can we use communication to secure customer loyalty? Are extensive communications with diverse external stakeholders, especially on social media platforms, the right solution?
- Berthon, P., Ewing, M. Hah, L. L. (2005), Captivating company: dimensions of attractiveness in employer branding, International Journal of Advertising, 24(2), 151-172.
- Fluegge-Woolf, E.R (2014), Play hard, work hard: fun at work and job performance, Management Research Review, 37(8), 682-705.
- Ford, R. C., McLaughlin, F. S., Newstrom, J. W. (2003), Questions and Answers about Fun at Work, Human Resource Planning, 26(4), 18-33.
- Pryce-Jones, J., Lindsay, J. (2014), What happiness at work is and how to use it, Industrial & Commercial Training, 46(3), 130-134.
- Salas-Vallina, A., López-Cabrales, Á., Alegre, J., Fernández, R. (2017), On the road to happiness at work (HAW), Personnel Review, 46(2), 314-338.