Intern kommunikation av värderings- och imagerelaterade frågor Medarbetarnas roll i hållbarhetsarbetet på Clas Ohlson

Sammanfattning: Communication of sustainable development has become an increasingly important part of organisation’s corporate branding. Consumers demand more transparency from businesses and want to know more about how they work with these issues. An important part of how internal communication can be used to reach organisational success involves organisation’s employees. This thesis examines how the importance of how internal communication of image and value related questions have an impact on employee engagement. Employees are considered to be a reliable source when communicating image and value related issues to customers according to internal corporation theory. A survey was conducted and salespeople at the retail business Clas Ohlson participated. The survey was posted on the company’s intranet start page, available for all staff.The purpose of the thesis is to analyse internal communication by proposing internalcorporate communication theory in order to improve the organisational practice. Theanalysis model created by Ruck and Welch (2012) is used as a hypothesis to engageemployees. The dimensions included in the model are: ' Identification ' Support ' Strategy, goals and values ' Role ' Performance ' VoiceThe result presented from the survey showed that Clas Ohlson’s image and values werestrong according the employees responding the survey. Work with sustainable development could be better’ concerning employee involvement and the employee role.More consistent internal communication and support by first line manager would beneeded regarding sustainable development issues. By doing so, the work could enhancecommunication from employee to customers concerning ’these aforementionedquestions.