Internal corporate communication and its impact on internal branding : Perception of Indian public sector employees

Purpose – The primary objective of this paper is to model internal corporate communication (ICC) process, examining the nature of the process, the outcomes thereof and the variable that has the ability to mediate the process, in the context of an Indian petroleum public sector undertaking (PSU). Design/methodology/approach – Following a review of the internal corporate communication and internal branding literature, an exploratory methodology was designed to capture the perceptions of employees on internal brand communication practices prevailing in the organization with an ambition of becoming a leading employer brand. Transcripts of interviews were analyzed, coded thematically and the essence of experiences was jointly combined into one description. Findings – First, a relation between ICC dimensions and internal branding outcomes is established. Second, it is recognized that ICC practices and brand training have a positive impact on communication satisfaction that further promotes a sense of brand identification, loyalty and commitment among the employees. Research limitations/implications – Given the qualitative nature of the case study method, only limited generalizations can be made as the purpose of case study research is to add to theory‐building rather than to generalize to a population. There is a clear need for further empirical research. Such research could help quantify the nature of the relationships between the variables suggested and establish the extent to which the model might be generalized to other organizations. Practical implications – This paper would be of value to researchers and practitioners seeking to understand and promote the specific role of ICC in achieving communication satisfaction and internal branding outcomes. Originality/value – It is rare to find a company among Indian PSUs that has undertaken effective internal branding initiatives through its corporate communication department to strengthen the employer brand.