Investigating employess’ voices and internal communication strategies: The case study of LEM Industries Group

The study aims at investigating the quality of relationships between companies and their employees, highlighting the value of internal communication strategies, and the perception of what communication tools and practices could be planned and implemented to inform and better engage internal publics. Indeed, the quality of employees’ relations is considered strategic to increase the efficacy of the communication flows, but also to increase company reputation with prosocial activities or positive megaphoning behaviours, as well as to prevent or mitigate possible crisis. Adopting a qualitative approach, the study focuses on LEM Industries Group, an Italian corporation with the headquarter in Tuscany (Italy), involved in the development of companies active in accessories and finishes of international and national luxurious brands. Based on theories in corporate communication, public relations, and employee communications, eighteen in-depth semi-structured interviews were conducted in person with a non-probabilistic sample of employees, selected according to specific criteria, on a total of 400 currents ones. Thematic analysis of findings shows interesting path of loyalty, a rare emotional attachment for the corporation, emerging bottom-up communication practices, as well as a different approach on using digital platforms and social media for employees’ communication. Practical implications for top managers and communication officers are critically discussed.