Internal Rebranding Analysis related to Employee Engagement in Public Institution (Study case: X institution)

Jwiatun Surani, Ummi Salamah


Rebranding in institution refers to a strategy changing which aims shaping the image and renewing the identity of institution. When an institution through the rebranding process, the institution needs to be published their new identity. Internal branding is corporate communication which is targeted their own employee in order to inform the whole new mission of the brand. Implementation of effective internal communication by actively involving employees is escalating the Employee Engagement. By using Employee Relations Theory created by Van riel and Frombun. Researcher examines the internal communication that occurs in the rebranding process, that is how the change is communicated to internal public. ERT emphasizes that internal communication has a major role in increasing the identification of employees with organizations to implementorganizational goals. this research used case study to analyze the internal communication at government institution experiencing rebranding by conducting indepth interviews. This research used the qualitative method with post-positivism paradigm. The result of thisresearch shows that organizational change is a process that occur byusing effective internal communication to its employees


Rebranding; Employee relation’ Internal Communication; Employee engagement

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