Corporate Services Brands: The Intellectual and Emotional Engagement of Employees

Abstract

This paper considers the role and significance of employees within corporate services brands. Following a review of the literature an important omission is identified concerning the message orientation necessary to help employees engage in the corporate brand development process. The paper explores the employee-targeted communication strategy used by an established UK corporate services organization during its transformation from a public sector to a privatelyowned company. The case considers the role of employees within the new organization and their contribution to brand development. It examines ideas concerning the intellectual and emotional engagement of employees and in particular the way messages and media were targeted at employees in order to maximize effectiveness. The paper concludes with a call for further research in order to develop and refine some of the ideas presented. The intention is to help organizations improve the effectiveness of their internal communications.