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Corporate Communication:
Because the globe has become a global community, efficient communication is essential. The relevance of
global communications is manifested when people need to communicate across the globe. Instant
communication has become the standard. Communication ability is important because it allows one to bring
order to the chaos of human contact. (Subhojit Roy, 2018)1

The sharing of information and culture within an organisation for business goals is known as corporate
communications. Despite the fact that this is not the same as employee engagement, the two concepts are
extremely similar. One of the most important tools for management to interact meaningfully with employees
is effective corporate communication.
Philip Kitchen and Don Schultz in “Raising the Corporate Umbrella” (2001, p.106)2 defines, ‘‘Corporate
communication at its simplest is primarily a mechanism for developing and managing a set of relationships
with public or stakeholders who could affect the overall performances. These relationships must be viewed
in a long-term strategic fashion.” As a result, according to the definition above, corporate communication is
utilised to improve a company's overall performance by enhancing its image among its target audiences.

Employee Engagement

In the 1990s, a professor at Boston University's Questrom School of Business, William Kahn, introduced the
term "employee engagement." His findings, published in the article "Psychological Conditions of Personal
Engagement and Disengagement at Work," argued that the issue was less about employees having the
correct "fit" or a lack of financial incentives, and more about how they feel. Mutual trust, integrity, two-way
commitment, and communication are the foundations of employee engagement for both employers and
employees. It can either be fostered and significantly increased, or squandered and discarded. Employees
who are completely absorbed in and excited about their jobs are more likely to act in ways that help the
company. Employee engagement is a metric that gauges an employee's emotional commitment to their job,
colleagues, and company, and it has a big impact on their readiness to learn and succeed.

Employee engagement is linked to people's psychological experiences, which influence their work process
and behaviour. Employee engagement is multifaceted; engaged individuals are emotionally, physically, and
cognitively invested in their jobs. Employees have the responsibility to provide for the needs of the company
by providing sufficient training and creating a meaningful workplace environment; employees, on the other
hand, have the responsibility to contribute meaningfully to the organisation.

Fig. 1 Impact of satisfied employees on firms’ performance [Source: George Ward, Jan-Emmanuel De
Neve & Christian Krekel (2019)] 3

3
George Ward, Jan-Emmanuel De Neve & Christian Krekel (2019). It's official: happy employees mean healthy firms.
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