Internal communication of corporate values in Nordic Investment Bank

Abstract

This paper analyses an internal communication campaign on reformulated corporate values, implemented in Nordic Investment Bank. The paper aims to explore the context, implications, process and challenges of such campaign. With the help of this concrete case, it is expected to identify the role internal communication plays in engaging staff with corporate values. The study is based on qualitative research approach. The data for the research was collected through participant observation, in-depth interviews and analysis of internal company documents. The content of the internal communication messages was analysed using content analysis method. The findings of the study were: collaboration between communication and human resources roles is essential when communicating corporate values; the management needs to support the values with their practical examples in order for communication to be effective; the internal communication of the corporate values should not feel as indoctrination.