The effects of internal brand perceptions on employee engagement

Abstract

This study investigated the effects of internal brand perceptions on employee engagement amongst the management, academic and support staff of the North-West University on the Mafikeng Campus. It is clear in corporate communication practice and in the relevant literature that the disposition of staff, especially in contact positions and in service organisations, has an effect on the reputation of a particular organisation amongst all stakeholders. Although the topics of internal branding and employee engagement have been investigated in big, large and mega-businesses, less research has been done on South African university campuses. A purposive sample of NWU-Mafikeng campus employees was used. Although participation in the research was by purposive sampling, participants had the choice not to participate. For this exploratory study the mixed methods approach was used with the focus on qualitative research as to determine what the feelings and opinions of the staff member used was. A quantitative approach was used to confirm measures of employee engagement. This approach was used because the Gallup Q12, which is covered in the literature review, offered an existing valid measure of employee engagement (Stock, 2009). The concepts of internal branding and employee engagement were explored and interpreted. The study found that the staff of the NWU Mafikeng Campus are engaged and informed about the NWU brand, the importance of being a brand ambassador and also the importance of customer service. However, the need for regular recognition, information and motivation sessions cannot be ignored. The main source of information to most of the staff is the NWU web page and the Intranet and not interpersonal communication. Recommendations were made to rectify the situation.