INTERNAL COMMUNICATIONS IN FORMING AN AUTHENTIC EMPLOYER BRAND

Abstract

The article focuses on modern challenges related to the effectiveness of teamwork through internal communications amidst uncertainty and risk, which can affect a company’s employer brand authenticity in the labor market. It reveals the essence of the concept of employer brand authenticity and provides a brief description of the main internal communication tools that influence its formation in the labor market. In particular, it is determined that the internal communications system can positively affect the formation of a company’s authenticity in the labor market due to the presence of transparency and trust within the company, the ability of employees to express their ideas and opinions, and receiving feedback from the company’s management.
In addition, the dissemination of authentic employee experiences can strengthen the role of the employer brand in its external environment, and employees, acting as internal brand ambassadors, can contribute to fostering a more realistic perception of the company among target audiences. The role of corporate culture of learning and the involvement of digital collaboration platforms is also highlighted. A structural-logical diagram is presented, illustrating the interrelationships of internal communication tools and their influence on employer brand authenticity.
Significant aspects concerning the work of dispersed teams and the associated internal communication barriers that negatively affect the development of an authentic employer brand are outlined. A structural-logical diagram is also proposed to illustrate the connections between the challenges arising in the communications of dispersed work groups and employer brand authenticity. This comprehensive approach aims to provide valuable insights for organizations seeking to enhance their internal communication strategies and build a more resilient and attractive employer brand, especially in dynamic and unpredictable environments.