Is my employee still attracted to me? Understanding the impact of integrated communication and choice of communication channels on employee attraction

PurposeThe study attempts to extend the current scholarship in the field of employer branding. Integrated communication is about consistent communication that is synergistic through multiple communication channels. Employer branding activities that involve multiple internal communication channels aim to attract employees. The study proposes that the perceived impact of effective integrated communication in employer branding shapes employee attitude and hence employee attraction. Employee perception of the choice of communication channels is also proposed to have an impact on employee attraction.Design/methodology/approachAn exploratory qualitative study in the form of interviews and a preliminary survey was conducted in the first phase. The main study involved a questionnaire survey to empirically test the proposed hypotheses. The respondents were information technology–business process management (IT-BPM) employees (n = 520) in India.FindingsThe direct and interaction effects of integrated communication and usefulness of communication channels on employee attraction within the organization were empirically validated to suggest a positive impact on employee attraction.Originality/valueThe study extends the current body of knowledge on talent attraction to include present employees. Similarly, the study on integrated communication and its impact on employee attraction is an important addition to the literature on employer branding, internal communication and talent management, given the present coronavirus disease 2019 (COVID-19) situation.

A randomized controlled trial with a cluster of oncologists evaluating of an integrated communication support program for oncologists, caregivers, and patients with rapidly progressing advanced cancer on patient-centered conversation: J-SUPPORT 1704 study.

12119 Background: Communication is an essential aspect of care for patients with progressive serious illnesses. Earlier discussion about patients’ values and priorities may lead to empathic communication and more goal-concordant care, and improved quality of life (QOL). This study aims to evaluate the efficacy of a newly developed integrated communication support program for oncologists, patients with rapidly progressing advanced cancer and their caregivers. Methods: Oncologists are randomly assigned to the intervention group (IG) or control group (CG). Patients with advanced pancreatic cancer after the start of first-line chemotherapy and their caregivers are allocated to the same group as their oncologists. The IG oncologists receive a 2.5-hour individual communication skills training, and patients and caregivers receive a half-hour coaching intervention to facilitate prioritizing and discussing questions and concerns about care after standard chemotherapy; the CG participants do not receive any training. Conversations during the post-intervention consultation between oncologists, patients and caregivers were audio-recorded, and were assessed on their empathic communication and information sharing performance as primary outcome. Secondary outcomes included the patient psychological distress (HADS), QOL (CoQOLo), satisfaction with communication (CSQ) and trust in oncologist (TiOS) were assessed baseline and after the consultation. Results: A total of 26 oncologists (12 intervention; 13 control; 1 excluded before randomization), 230 patients (115 intervention; 115 control), and 127 caregivers (65 intervention; 62 control) in 4 teaching hospitals are enrolled. The intervention resulted statistically significant improvements in the empathetic communication (IG: Mean = 23.4, Standard Error = 0.8; CG: M = 20.3, SE = 0.7; effect, 3.1; 95%CI, 1.0-5.3; P = 0.0063) and in the information sharing (IG: M = 17.6, SE = 0.8; CG: M = 13.2, SE = 0.5; effect, 4.4; 95%CI, 2.5-6.2; P < 0.0001). Patients in IG rated more satisfaction with communication using CSQ (effect, 2.4; 95%CI, 1.3, 3.5; P = 0.00023) than those in the CG. There were no differences in HADS total score (effect, 0.1; 95%CI, -1.0, 1.1; P = 0.90), CoQOLo score (effect, 0.4; 95%CI, -0.7, 1.4; P = 0.46) and TiOS score (effect, 0.2; 95%CI, -0.1, 0.6; P = 0.15) between patients in the IG and the CG. Conclusions: The program for oncologist and patients with rapidly progressing advanced cancer was effective in improving empathic communication and information sharing about care after standard chemotherapy, and patients’ reported satisfaction with communication without increasing psychological distress, but did not affect QOL and trust in oncologists immediately after the consultation. Clinical trial information: UMIN000033612.

Relationship between integrated communication effectiveness and employee-based brand equity – mediating role of psychological contract fulfillment

Purpose This study aims to expand the emerging body of literature on employer branding from the current employee perspective. It proposes that effective integrated communication helps an organization fulfill its employer value proposition or employment value proposition (EVP). A firm that fulfills its brand promise in terms of EVP will derive employee-based brand equity (EBBE) benefits. Integrated communication is effective when employees experience coordination and consistency in brand communication. This influences their perception of psychological contract fulfillment (in terms of EVP attributes), which results in positive employee behavior in the form of EBBE benefits. Design/methodology/approach The study draws insights from the signaling theory and psychological contract literature which is based on the social exchange theory. The literature on integrated communication, employer branding and internal branding was reviewed to propose the relationships between the variables of interest. Data was collected using a questionnaire survey on 520 employees from the information technology (IT)-business process management industry in India, which is a customer-oriented industry known for its exemplary employer practices. Findings The findings suggest that integrated communication effectiveness impacts the perceived fulfillment of EVP attributes and EBBE. Again, the fulfillment of the relational value dimension of EVP attributes partially mediates the relationship between integrated communication effectiveness and EBBE. Originality/value This study is one of the first to explore employees’ perception of integrated communication effectiveness and fulfillment in terms of EVP attributes as antecedents to EBBE.

O framework das Cidades MIL e sua aplicação no enfrentamento à Covid­19: uma reflexão sobre o cenário no ambiente universitário

The adoption of the MIL Cities framework proposed by UNESCO in 2018 seeks to increase the efficiency and well­being of citizens in relation to safety, health, community services, tourism, energy use and governance in cities. The present work proposes to present the contributions of the adoption of this model in overcoming structural and health problems in universities. For this, a case study is carried out at the using the Health indicator inspired by the paradigm of MIL cities and adapted to university cities. The results point to a long way to go in the transformation of MIL university cities. It is concluded that there is no epidemiological prevention and combat planning on the campus and surroundings and that it is necessary to strengthen the unified and integrated communication channel between institutions and the community.