Introduction

Organizational leaders and scholars agree: employees are an organization's greatest asset. Their loyalty, motivation, engagement, and productivity profoundly affect their organization's reputation and bottom line. Research has documented significant benefits of employee engagement for organizations, including its contribution to profitability, customer satisfaction, customer loyalty, and overall competitive advantage of the organization. Scholars and consultants alike have never ceased to identify the sundry factors that drive employee engagement: leadership, organizational culture, work environment, and communication, to name a few. While empirical evidence on the role of internal communication in rendering employee engagement has accumulated, contextualized case studies that provide in-depth and nuanced understanding of this process are in need. The chapter also presents an overview on the key concepts discussed in this book.