Emerging Issues in Internal Communications: Generational Shifts, Internal Social Media & Engagement

Abstract

Internal communication is rising in prominence and resources due to generational shifts as Baby Boomers retire and Millennials enter the workforce. Through 32 interviews with executives in marketing, public relations and human resources, this study identifies some of the communication challenges and opportunities presented for internal communicators. These issues are explored based on theories of organization power and encroachment, stakeholder theory and organizational identity. Some of the major trends include the emergence of internal social media channels and efforts to drive and measure employee engagement. The findings suggest that public relations tends to lead internal communications initiatives in close collaboration with human resources and executive leadership. This study also identifies differing organizational structural relationships for internal communication and their strengths and weaknesses. Finally, the findings provide support that internal communication is becoming a strategic function and is shifting from one-way to three-way communication.