Organizations Communication of Corporate Identity Elements to Employees in Kenya

Abstract

This article highlights the channels organizations employ in communicating Corporate Identity (CI) elements to employees. Organizations have CI structures which act as navigators in achieving their goals and realizing their dreams, employees are expected to interpret these corporate identity symbols and statements correctly. However, there is a disparity in the development, communication, interpretation and implementation of the CI elements. As the organizations do these employees are assumed to be communicated and aware of the corporate identity. This article is based on a study carried out in one of the state agency in Kenya in which its key objective was to find out why there is disconnect in development of Corporate Identity (CI) structures by the management and the interpretation of these elements by employees. The study adopted qualitative research approach and the research method was case study. The population of the entire research site was four hundred (400) employees. The sampling technique adopted was purposive and the sample size was 20 participants, comprising of 2 managers, 3 middle level managers (supervisors) and 15 lower cadre employees. The data generation technique was interviews schedules. The data was analyzed thematically. The key finding was that the organization had channels of communication but communication flow on CI elements was not balanced in the organization resulting to employees not interpreting CI elements. The study concludes that interpretation of CI elements in the organization was still minimal. This study recommends the review on organization channels of communication on CI to enhance communication flow.

Keywords: organization, communication, Corporate Identity, elements, employees