Corporate Communication: Legitimacy for Employee Wellbeing during Crisis

Abstract

Introduction: Effective communication has always played a vital role for any organization. It acts as a pillar on which the foundation of an organization is build upon. The importance of communication mounts during the tough times like hit of the Covid-19 outbreak. The year 2020 has seen as an exceptional global crisis due to COVID-19 outbreak. The word ‘Legitimacy’ means something which is good and right. Why the thing is right may be because it follows the law, a religion says it is right, or maybe it is naturally accepted..

Purpose: The crisis like pandemic outbreak pooled in high complexities at workplace due to which the employee well-being led to a questionable state.  This study aims at explore role of corporate communication in employee wellbeing.

Methodology: This study is well structured approach to review the secondary data from quality data source like: Mckinsey & Company, The survey report by Business Group on Health & Fidelity Investment (2020), A Quantum Workplace Benchmark Report and Analysis (2020), various research articles from sage publication and other sources constructed base for literature review and bringing meaningful discussion related to study.

Result and findings: Corporate communication plays vital role in employee welling and their mindful engagement contributing significantly to organizational performance. During crisis, the unprecedented public health affects all stakeholders. Employee’s wellbeing is most important factor for emotional and physical health and to ensure business continuity. Strains and pressures are very high during crisis, the role of internal as well as external corporate communication is crucial to deal with. Being sensible and maintaining a human component in corporate communications will help organizations in the long run.

Implications: This study will serve as input for many corporates in designing their future corporate communication strategies in regards to employee wellbeing. This will help to maintain business continuity and sustain in the crisis situation..