Study of internal brand management in relation to employee engagement: A case study of Pakistan telecom industry

This study investigates the role of Internal Brand Management (IBM) in fostering Employee Engagement (EE) within the Pakistan Telecommunication Industry (PTI). Recognising the increasingly competitive landscape of the sector, the researcher explores the extent to which IBM influences employee motivation, organisational commitment, and overall business performance. The study identifies internal communication barriers as a significant factor affecting employee engagement, leading to inconsistencies in brand alignment and a weak sense of belonging within the organisation. Accordingly, the researcher has examined how IBM can be strategically influenced to mitigate these challenges and promote a more engaged and higher-performing workforce. 

To achieve the aim and objectives of the study, the researcher reviewed the academic literature critically and collected data from the Pakistan telecom industry. The researcher adopted a qualitative research method, utilising semi-structured and unstructured interviews to collect data from 56 participants, including frontline employees and managers across four leading telecom organisations in Pakistan. Thematic analysis is employed to identify recurring themes and relationships between IBM practices, internal communication effectiveness, and employee engagement. The findings revealed that organisations with well-integrated IBM strategies demonstrate higher levels of employee engagement by fostering transparent internal communication, leadership-driven brand advocacy, and brand-centred human resource initiatives. Employees who perceive IBM as an embedded organisational practice exhibit greater motivation, commitment, and alignment with corporate objectives, thus enhancing customer satisfaction and brand loyalty. On the contrary, the absence of a structured IBM framework contributes to disengagement, inconsistent service quality, and increased employee turnover.

The study makes a substantial contribution to both theoretical and practical domains. From a theoretical perspective, the research addresses a critical gap in IBM literature, particularly within the context of developing economies, by providing an in-depth exploration of IBM’s role in the service-driven telecom sector. The researcher develops a conceptual IBM framework tailored to PTI, aligning managerial strategies with employee-driven engagement practices to create a more cohesive and motivated workforce. From an organisational standpoint, the findings offer practical recommendations for organisations aiming to enhance their internal branding efforts. These include integrating IBM into human resource training and performance management, implementing leadership-driven communication strategies, establishing structured employee recognition frameworks, and promoting two-way communication to reinforce brand alignment at all organisational levels.

As the Pakistani telecom sector continues to undergo rapid digital transformation, the research underscores the imperative for organisations to prioritise IBM as a strategic tool for sustaining competitive advantage. By strengthening internal branding practices, organisations can improve a corporate culture that fosters employee engagement, enhances brand advocacy, and drives superior organisational performance. Future research directions include exploring IBM’s applicability across different industries, conducting cross-cultural comparative studies, assessing IBM’s long-term impact on employee engagement through longitudinal research, and investigating the role of artificial intelligence (AI) in supplementing internal communication strategies.