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Understanding Internal Media Effectiveness through HR Analytics: Implications for Employee Engagement

Jyoti Rahangdale 1 Dr. S. K. Indurkar 2 Dr. Sanskrity Joseph 3 Dr. Gazala Yasmin Ashraf 4

1 PhD Research Scholar, Amity Business School, Amity University, Raipur (C.G.), India

2 Assistant Professor, Pt.Ravishankar Shukla University, Raipur, India

3 Assistant Professor,  Pt.Ravishankar Shukla University, Raipur, India

4 Associate Professor- Amity Business School, Amity University, Raipur, India

jyoti.temre@s.amity.edu,

ski2406@gmail.com; sanskrityjoseph@gmail.com;gyashraf@rpr.amity.edu, ,

Introduction:

We live in an era of communication, where even the absence of communication can be interpreted as a form of communication. Effective communication is essential for engaging and connecting employees within an organization. Internal communication media serve as vital channels linking the organization and its employees. They foster trust (Mishra et al., 2014), create awareness through information dissemination (Verčič et al., 2012), and help build long-term relationships within organizations (Welch, 2012).

Men et al. (2020) noted that media play a crucial role in fostering transparency and strengthening employees’ sense of organizational identification by emphasizing the organization’s employee value propositions. The contemporary corporate environment is characterized by an intensified focus on self-worth amid fierce competition, where the principle of survival of the fittest has become a prevailing norm. Internal media function as a strategic tool for showcasing employee competence and contributions. Haddud et al. (2016) further observed that internal media promote collaboration and innovation through effective communication among employees, thereby facilitating a deeper understanding of their professional proficiency and collective potential.