Evaluating the impact of internal, purpose-related communication on perceptions and adoption of organizational purpose
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2023-08-08
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There is a growing focus in the business community on corporate purpose. As research shows,the economic meltdown of 2008 and then the COVID Pandemic of 2020 caused the business and academic communities to reconsider the purpose of business organizations. As a result, there is a growing sentiment calling for renewed organizational purpose focused on creating value stakeholder, versus traditional corporate purpose which is rooted in creating profits for shareholders. Little work has been done post COVID Pandemic to evaluate the internal communication strategies related to articulating and actioning this new approach to corporate purpose. Given that all credit unions share a common purpose of “people helping people,” which is articulated and actioned in different ways, this quantitative study examines how credit unions communicate their purpose internally and the impact of that communication on employee perceptions, adoption, and actioning of that purpose.
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Strategic Communication