Strategies governing successful internal marketing communication for employee engagement in remote and hybrid work
Authors
Gonzalez, Katerine
Issue Date
2024
Degree
Master of Science in Marketing
Publisher
Dublin Business School
Rights holder
Rights
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Abstract
This dissertation explores the impact of internal marketing communication strategies on employee engagement in remote and hybrid work environments. The rapid transition to these work models, accelerated by the COVID-19 pandemic, has presented both opportunities and challenges for organizations striving to maintain a connected and motivated workforce. Through qualitative research, including semi-structured interviews with professionals in marketing, internal communications, team leaders, and employees, this study investigates the effectiveness of various communication tools and strategies. Key findings highlight the critical role of leadership support, tailored communication approaches, and mental health initiatives in fostering employee engagement. The research also emphasizes the importance of segmenting employees based on demographic and geographic factors to enhance the relevance and impact of internal communication efforts. These insights contribute to a deeper understanding of how companies can successfully engage employees in increasingly digital workplaces, ensuring that they remain aligned with organizational goals despite the physical distance. The findings are discussed in relation to existing theoretical frameworks, offering practical recommendations for organizations seeking to optimize their internal communication strategies.