Employees‘ role in the corporate brand communication

The object of Master’s paper – employees’ role in the corporate brand communication process. The objective of the investigation. To establish employees’ role in the corporate communication, checking are theoretical suggestions realized in Lithuanian organizations’ corporate brands communication. The main tasks: 1.to analyse strategical corporate brand management aspects. 2.to analyse the employees’ impact on the corporate brand communication with external stakeholders; 3.to establish do organizations use internal communication for the corporate brand formations and maintenance and what is a practice of this. Methods of the investigation. The analysis of scientific literature, quantitative investigation method – questioning by email. The main conclusions. The base for strong corporate brand is a consistency of all its tangible and intangible elements, trust creation and support. Employees in the corporate brand communication and promise delivery are playing a crucial role as they facilitate the interface between the organization and the market. Internal communication tools should ensure that everyone in the organization knows and understands what the corporate brand means and his behaviour doesn’t conflict to the corporate brand’s values and promise. Organizations should create such atmosphere that employees could search ways how to strengthen the corporate brand by their own. During the investigation explored that organizations which are treated as the most wanted employers in Lithuania understands employees’ role in the corporate brand communications, because use internal communication for the corporate brand formation and maintenance, but unfortunately in most companies it isn’t done consistently, without the corporate brand communications strategy and program. Those companies who have the internal corporate communication strategy ussually also do investigations how their employees understand and value the corporate brand. The main reasons why some of respondents don’t use internal communication for the corporate brand formation and maintenance are the leadership’s attitude toward the corporate brand and it’s communication as irrelevant things, also the organizations’ as leaders position in the market, organizations’ size and employees’ loyalty. Employees about the corporate brand in these companies are informed usually all at the same time, using traditional communication tools, such as internal company events, trainings and video films, presentations. For internal corporate branding are responsible marketing specialists, leaderhip and managers of human resources. It was found that information about organization‘s mission, vision, objectives and values, corporate brand message to new employees is presented during for the job conversation and then they become members of the company. Employees aren’t forgotten and in such important organizations’ processes as rebranding. According to the respondents’ opinion, employees’ involvement into the corporate brand communication and promise delivery encourage organization’s culture and values, also constructive relationships between leaderships and employees. It is interesting what companies employees’ behaviour which sustain the corporate brand and sits values usually finds and encourages only sometimes. Practical value. The research paper and its results might be useful for communication, marketing studies academics and students, specialists