Employee Communication and Organizational Identification: A Case Of The Standard Media Group

Abstract

Earlier studies show that internal communication influences organizational identification (OI). However, majority of these studies have been done in Western companies. In this study, the relationship between employee communication and organizational identification in a Kenyan company is discussed. The study was carried out at the Standard Media Group in Kenya. A sample of 85 respondents was selected for the study; however, only 54 respondents participated, hence giving a reliable response rate of 64%. Questionnaires were used for data collection. Using the questionnaires, organizational identification was measured on a 5-point agree/disagree scale borrowed from (Mael & Ashforth, 1992; Smidts et al. 2001; Edwards & Peccei, 2007). In regard to employee communication, four main domains were studied: adequacy of information about personal roles and the organization; communication climate; communication media and integrated internal communication. Data was analysed using the Statistical Package for Social Sciences. Frequencies, correlations and descriptive statistics: means, modes, median of findings were obtained. Results revealed the research questions for this study were answered, since a strong positive correlation (r =0.647, P<0.01) between overall employee communication and organizational identification emerged. In regard to Standard Media Group employees’ level of OI, a mean of (x = 3.68) was obtained showing employees had moderate levels of OI. The contribution of the four domains of employee communication in intensifying OI was also found to be great. On average, respondents rated the contribution of the four domains at 4 (mode = 4, Median = 4) on the five point little/great scale.