Active employee communication roles in the future:

Voluntary or part of the job?

Vibeke Thøis Madsen, Joost W.M. Verhoeven

Research output: Contribution to conference without publisher/journalConference abstract for conferenceResearchpeer-review

Abstract

Social media has made employees more visible both inside and outside the organization, and employees are increasingly perceived as key communicators in corporate communication (Heide and Simonsson, 2011; Snyder and Honig, 2016; Pekkala and Luoma-aho, 2017). Employees are asked to share knowledge and develop new ideas on internal social media (Vuori and Okkonen, 2012) and to act as brand ambassadors on external social media, since they can promote the brand in a trustworthy and reliable way (Snyder and Honig, 2016; Pekkala and Luoma-aho, 2017). The enactment of active communication roles springs out of organizational identification and organizational citizen behavior (Morrison, 1994). However, as the importance of employees as communicators increases, organizations encourage employees to enact these active communication roles. In this respect, employees are not only required to perform their job in a satisfactory manner, they also have to play a number of communication roles. These elevated role expectations complicate organizational communication for employees. They can experience stress since they have to act out so many different roles or they can experience role conflict or ambiguity. No comprehensive framework has so far defined or described the many communication roles employees are expected to play. An extensive literature review was conducted to identify and understand the many employee communication role in organizational, strategic and corporate communication. Based on the review a typology of eight employee communication roles was developed to clarify the roles and discuss the consequences for employees and organizational communication.
Original languageEnglish
Publication date14 Aug 2019
Number of pages1
Publication statusAccepted/In press - 14 Aug 2019
EventThe dark side of communication: 2ND INTERNATIONAL AND INTERDISCIPLINARY CONFERENCE ON DISCOURSE AND COMMUNICATION IN PROFESSIONAL CONTEXTS - AAU, AAlborg, Denmark
Duration: 14 Aug 201916 Aug 2019
https://www.en.cgs.aau.dk/research/conferences/discourse-communication-2019/

Conference

ConferenceThe dark side of communication
LocationAAU
CountryDenmark
CityAAlborg
Period14/08/201916/08/2019
Internet address

Fingerprint

Employee communications
Employees
Communication
Social media
Organizational communication
Corporate communications
Literature review
Strategic communication
Organizational identification
Role conflict
Enactment
Role ambiguity

Keywords

  • employee communication roles
  • active communication roles
  • employee advocacy
  • ambassador
  • orgnizational citizen behavior

Cite this

Madsen, V. T., & Verhoeven, J. W. M. (Accepted/In press). Active employee communication roles in the future: Voluntary or part of the job?. Abstract from The dark side of communication, AAlborg, Denmark.
Madsen, Vibeke Thøis ; Verhoeven, Joost W.M. / Active employee communication roles in the future: Voluntary or part of the job?. Abstract from The dark side of communication, AAlborg, Denmark.1 p.
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abstract = "Social media has made employees more visible both inside and outside the organization, and employees are increasingly perceived as key communicators in corporate communication (Heide and Simonsson, 2011; Snyder and Honig, 2016; Pekkala and Luoma-aho, 2017). Employees are asked to share knowledge and develop new ideas on internal social media (Vuori and Okkonen, 2012) and to act as brand ambassadors on external social media, since they can promote the brand in a trustworthy and reliable way (Snyder and Honig, 2016; Pekkala and Luoma-aho, 2017). The enactment of active communication roles springs out of organizational identification and organizational citizen behavior (Morrison, 1994). However, as the importance of employees as communicators increases, organizations encourage employees to enact these active communication roles. In this respect, employees are not only required to perform their job in a satisfactory manner, they also have to play a number of communication roles. These elevated role expectations complicate organizational communication for employees. They can experience stress since they have to act out so many different roles or they can experience role conflict or ambiguity. No comprehensive framework has so far defined or described the many communication roles employees are expected to play. An extensive literature review was conducted to identify and understand the many employee communication role in organizational, strategic and corporate communication. Based on the review a typology of eight employee communication roles was developed to clarify the roles and discuss the consequences for employees and organizational communication.",
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Madsen, VT & Verhoeven, JWM 2019, 'Active employee communication roles in the future: Voluntary or part of the job?', AAlborg, Denmark, 14/08/2019 - 16/08/2019, .

Active employee communication roles in the future: Voluntary or part of the job? / Madsen, Vibeke Thøis; Verhoeven, Joost W.M.

2019. Abstract from The dark side of communication, AAlborg, Denmark.

Research output: Contribution to conference without publisher/journalConference abstract for conferenceResearchpeer-review

TY - ABST

T1 - Active employee communication roles in the future:

T2 - Voluntary or part of the job?

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AU - Verhoeven, Joost W.M.

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N2 - Social media has made employees more visible both inside and outside the organization, and employees are increasingly perceived as key communicators in corporate communication (Heide and Simonsson, 2011; Snyder and Honig, 2016; Pekkala and Luoma-aho, 2017). Employees are asked to share knowledge and develop new ideas on internal social media (Vuori and Okkonen, 2012) and to act as brand ambassadors on external social media, since they can promote the brand in a trustworthy and reliable way (Snyder and Honig, 2016; Pekkala and Luoma-aho, 2017). The enactment of active communication roles springs out of organizational identification and organizational citizen behavior (Morrison, 1994). However, as the importance of employees as communicators increases, organizations encourage employees to enact these active communication roles. In this respect, employees are not only required to perform their job in a satisfactory manner, they also have to play a number of communication roles. These elevated role expectations complicate organizational communication for employees. They can experience stress since they have to act out so many different roles or they can experience role conflict or ambiguity. No comprehensive framework has so far defined or described the many communication roles employees are expected to play. An extensive literature review was conducted to identify and understand the many employee communication role in organizational, strategic and corporate communication. Based on the review a typology of eight employee communication roles was developed to clarify the roles and discuss the consequences for employees and organizational communication.

AB - Social media has made employees more visible both inside and outside the organization, and employees are increasingly perceived as key communicators in corporate communication (Heide and Simonsson, 2011; Snyder and Honig, 2016; Pekkala and Luoma-aho, 2017). Employees are asked to share knowledge and develop new ideas on internal social media (Vuori and Okkonen, 2012) and to act as brand ambassadors on external social media, since they can promote the brand in a trustworthy and reliable way (Snyder and Honig, 2016; Pekkala and Luoma-aho, 2017). The enactment of active communication roles springs out of organizational identification and organizational citizen behavior (Morrison, 1994). However, as the importance of employees as communicators increases, organizations encourage employees to enact these active communication roles. In this respect, employees are not only required to perform their job in a satisfactory manner, they also have to play a number of communication roles. These elevated role expectations complicate organizational communication for employees. They can experience stress since they have to act out so many different roles or they can experience role conflict or ambiguity. No comprehensive framework has so far defined or described the many communication roles employees are expected to play. An extensive literature review was conducted to identify and understand the many employee communication role in organizational, strategic and corporate communication. Based on the review a typology of eight employee communication roles was developed to clarify the roles and discuss the consequences for employees and organizational communication.

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KW - orgnizational citizen behavior

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Madsen VT, Verhoeven JWM. Active employee communication roles in the future: Voluntary or part of the job?. 2019. Abstract from The dark side of communication, AAlborg, Denmark.