INFLUENCE OF INTERNAL CORPORATE COMMUNICATION ON EMPLOYEE JOB SATISFACTION

1.1 Introduction

Internal communication is generally seen as a multidimensional construct. Indeed, it perceives interdisciplinary functions, integrating elements of human resource management, communication and marketing (Verčič et al., 2012). Effective internal communication is crucial for successful organizations, as it affects their ability to engage employees and achieve objectives (Welch & Jackson, 2007). Internal corporate communication is gaining interest, particularly because it is very essential in all dimensions of the organization’s performance. However, despite its importance to research and practice, there are still some considerable gaps in internal communication investigation which can be explained by the complexity and multidimensionality of the phenomena (Hargie et al., 2002; Welch, 2012).

As a prelude to other parts of this study, this chapter will discuss the background upon which this study was initiated, the statement of problems that led to this study, the Aim and Objectives of the study. Others are Significance of the study, Scope of work, Research hypothesis and questions, Limitations of the Study and Definition of technical terms.

---

1.2 Background of Study

Corporate communication has been defined differently by many scholars as: the management function that offers a framework for the effective coordination of all internal and external communication with the overall purpose of establishing and maintaining favorable reputations with stakeholder groups upon which the organization is dependent (Cornelissen, 2004); the management function within an organization (profit or non-profit) which is responsible for communication processes that are initiated from within the organization and trying to promote a sustainable interaction between the organization and groups of the public in the internal and external environment (Herle & Rustema, 2012).

An instrument of management by means of which all consciously used forms of internal and external communication are harmonized as effectively and efficiently as possible, with the overall objective of creating a favorable basis for relationships with groups upon which the company is dependent (Van Riel, 2010:5). There is a widespread notion in the management world that in today’s society the future of any company critically depends on how it is viewed by key stakeholders, such as shareholders and investors, customers and consumers, employees, and members of the community in which the company operates. Globalization, corporate crises and the recent financial crisis have further strengthened this notion. The management of many large organizations and multinationals nowadays consider protecting their company’s reputation to be critical. They view it as one of their most important strategic objectives. This objective of building, maintaining and protecting the company’s reputation is actually the core task of corporate communication practitioners.

Communication within any organization is crucial for its smooth functioning. It is the tool with which organizational goals and objectives and the ultimate goal of profit and progress are attained. Ineffective communication may lead to misunderstandings, lack of information, lower performances and more employee rotations. The inability of managers to effectively communicate with their employees leads to poor performance. The same is true when employees do not trust their managers because there will be no proper upward flow of crucial information. Good communication leads to increased job satisfaction, safety, productivity, and profits; it decreases grievances and turnover. Companies that attach higher importance to internal communication by setting up a separate internal corporate communication department usually have higher levels of employee engagement (Varttala & Varttala, 2010; Sharma & Kamalanabhan, 2012). Effective internal communication is thus essential for addressing organizational concerns.

Numerous researchers have established the significance of corporate communication as a crucial element in an organization’s continuing success (Finch et al., 2010; Abugre, 2011; Sharma & Kamlanabahn, 2012; Bedman Narteh, 2012). This is relevant because effective corporate communication (internal or external) has been linked to a number of positive outcomes like organizational success, financially and socially, higher levels of cooperation and employee job satisfaction (Czech & Forward, 2013).

In an era of economic and organizational upheaval, ineffectual leadership, and all time lows in job satisfaction (Czech &Forward, 2013), it becomes very crucial to investigate those factors that contribute to more effective leadership and job and relationship satisfaction. At the centre of every organization are people held together by a common interpersonal relationship (Abugre, 2012). How strongly this interpersonal relationship is maintained is determined by the frequency and mode of interactions between organizations’ management and their diverse stakeholders in work contexts. These interactions are discussed by many scholars under the Corporate Communication subject.

These definitions suggest that communication is the mainstay of corporate organizations. It is the bridge between an organization and its diverse stakeholders which, if not properly erected, can collapse many things in the organizational process. It suggests that organizations need to be judged as legitimate by most, if not all, of their stakeholders in order to survive and prosper, and corporate communications is the management function that works the hardest to achieve that (Cornelissen, 2004). It also suggests that this communication does not occur in a vacuum but takes place among individuals who make up the public of different organizations: employees, investors, host communities, media, customers and consumers. Thus the ability of any organization to achieve its goals is premised upon its success at building viable relationships through its communication networks.

Therefore, in Nigeria where the research was carried out, the activities that was conducted is to know the Influence of Internal Corporate Communication on Employee Job Satisfaction.

---

1.3 Statement of Problems

Investigation revealed that employees derive greater satisfaction from their jobs and perform to a higher standard when they are engaged in their workplace. Effective communications, according to them, is an essential feature of engagement. A further analysis of these studies shows that effective communication from corporate leadership to employees will motivate workers to be satisfied to give off their best (Finch et al, 2010).

Effective communication, according to these scholars, can create an atmosphere of communication satisfaction that can foster low employee turnover intension. When everybody expresses their concerns about how organizations are run through effective communication and friendly work ethic, employees will be more satisfied with their jobs and less willing to leave. Thus, the desire of employees to either leave or stay with an organization is determined by the extent to which they are satisfied with the quality of communication within that organization.

Sharma & Kamalanabhan, (2012) support this with their view that the influence of internal corporate communication on employee commitment and job satisfaction is fully mediated by communication satisfaction. As much as the subject of corporate communication is gaining interest globally because of its role in boosting organization’s performance, the existing literature on the influence of internal corporate communication on employee job satisfaction in Nigeria however is scanty.

---

1.4 Aim and Objectives of Study

The aim of the study is to scrutinize the Influence of Internal Corporate Communication on Employee Job Satisfaction. In achieving this aim, the following specific objectives were laid out as follows:

1. To examine the available internal corporate communication channels operating within the organization;
2. To investigate the internal corporate communications influence employee job satisfaction;
3. To investigate the challenges of internal corporate communications in relation to employee job satisfaction;
4. To examine the internal corporate communication affect employee job performance; and
5. To determine the perception of the employees on the internal communication operating within the organization.

---

1.5 Research Questions

The study came up with research questions so as to be able to ascertain the above stated objectives. The specific research questions for the study are stated below as follows:

• How does internal corporate communication affect employee job performance?
• To what extent do internal corporate communications influence employee job satisfaction?
• What are the challenges of internal corporate communications in relation to employee job satisfaction?
• What are the available internal corporate communication channels operating within the organization?
• What is the perception of the employees on the internal communication operating within the organization?

---

1.6 Research Hypothesis

In order to pursue the objective of this study, the following generalized statements have been designed to guide and aids in obtaining the result for the experiment to be conducted. For this work, the null hypothesis will be represented with H0 while the alternative hypothesis will be represented with hypothesis H1.

Hypothesis One

• H0: Internal corporate communication does not affect employee job performance
• H1: Internal corporate communication affects employee job performance

Hypothesis Two

• H0: There is no significant influence of internal corporate communications on employee job satisfaction
• H1: There is a significant influence of internal corporate communications on employee job satisfaction

---

1.7 Significance of Study

The findings of this study will help organizations understand the role of internal corporate communication in achieving employee job satisfaction. This will further help them to appreciate it as a useful employee retention strategy so that they will put it in perspective in the formulation of organizational policies and in all management communication practices.

It will inform organizations’ managements that the application of internal corporate communication strategies which are employees-support-oriented will motivate staff for performance thereby giving them a sense of satisfaction with their jobs.

The results of this study will be of value to communication practitioners seeking to understand and promote the specific role of internal corporate communication in achieving increased employee job performance and job satisfaction in organizations in Nigeria.

Finally, this study will contribute to existing literature on internal corporate communication in Nigeria, especially its role in achieving employee job satisfaction.

---

1.8 Scope of Study

The scope of the research is focused on the Influence of Internal Corporate Communication on Employee Job Satisfaction in Nigeria.

---

1.9 Limitations of the Study

During the course of this study, many things militated against its completion, some of which are:

1. Time Constraint: The time frame given to accomplish this project was very short due to school academic calendar and it was carried out under pressure which made the researcher not to implement some necessary features.
2. Research material: availability of research material is a major setback to the scope of the study.
3. Frequent power failure: This made the researcher append more money on fuel to ensure sustainable power.
4. Financial Constraint: Insufficient fund tends to impede the efficiency of the researcher in sourcing for the relevant materials, literature or information and in the process of data collection (internet, questionnaire and interview).

---

1.10 Definition of Terms

Management: The act of getting things done through others

Efficiency: The ability to minimize the use of resources in achieving organizational objectives, “Doing things right”.

Manager: A person who plans, organizes, co-ordinate and controls the human financial, physical and informational, physical and informational resources of an organization.