Effects of an external crisis: How internal communication influences employer brands

Abstract

AbstractThis study explores how a major external crisis, like the COVID‐19 pandemic, affects employees' perception of their employers, as a result of changes in internal communication practices. A total of 3457 employees filled out a questionnaire on internal communication satisfaction and employer attractiveness; 1805 just before the first COVID‐19 outbreak in Europe and 1652 after the first outbreak. Multi‐group structural equation modelling was conducted to examine how the relationship between internal communication satisfaction and employer attractiveness changed as a result of the crisis. The effect of different internal communication aspects on employer attractiveness was altered. Horizontal communication remained only significant determinant of positive employer perception even after the crisis. Channels of internal communication and informal internal communication lost their significant influence on employer perception, whereas communication climate and level of available corporate information gained significant influence. This study elucidates how an external crisis alters the relationship between internal communication and employer branding and can help organizations optimize their communication strategies during and after a major crisis to retain and attract desired employees.