Identifying internal publics: A quantitative study of employee segmentation and employee-organization relationships

Abstract

This study explored Canadian employee preferences for leadership communication variables against employee demographic data across three sectors: health care, technology and finance. This research was undertaken to better understand the application of employee segmentation within organizations beyond function and hierarchy, and theorized as a needed and foundational competency of internal communication practitioners. The research, based on responses from 600 Canadian employees, further sought to explore the use of such segmentation in managing and strengthening employee-organization relationships as a basis of value delivered to the organization by the internal communication function. The data showed strong preference by respondents across all leadership communication variables, and statistically significant findings by demographics. There was no effect of sector in the data, an important finding with implication for both theory and practice. Based on existing theoretical findings, a new matrix model of measuring employee-organization relationships is proposed to assist practitioners in applying research insights to improve efficacy and quantifiable results of internal communication strategies.