”Den dolda kraften” : En studie om internkommunikation, kultur och internt varumärkesbyggande vid Företaget X

Sammanfattning: Abstract Title: Företag X” the hidden power” a study of internal communication, culture and internal branding. Företaget X has in real life a different name. Number of pages: 42 (49 with enclosures) Author: Charlotta Babington Thorszelius Course: Media and Communication Studies C Period: Autumn 2007 University: Uppsala University, Sweden Purpose/Aim: To analyze the internal communication, culture and internal branding of an insurance company and how they can improve these company tools can be improved. Material/Method: qualitative method using interviews, analysis of internal communication policies and observations. Main results: The policy documents do not match how the internal communication works in every day life. There is a structure that is working and the information flows through the different levels. The vision and goals are difficult to understand as they are written in a complicated way. The words that carry the values of the company are well known and everyone stands behind them. The staff is happy, content and pleased to be working for Företaget X. There is a strong culture with a lot of the basic underlying assumptions shown as artefacts. This also shows in the strong brand which has been built on the strength of the federation of 24 local companies, at the same time acting on a local market. Key words: internal communication, culture, internal branding, ambassadors, communication flow, sensemaking in organizations