The IABC Handbook of Organizational Communication: A Guide to Internal Communication, Public Relations, Marketing, and Leadership

What It Means

Every day, businesses must decide whether they want the end-of-year W2 statements to be mailed to employees or ambassadors. And while internal branding cannot do the job alone, it is an important part of galvanizing a team and engaging minds toward a clearly defined set of corporate objectives.

While on the job, employees are regular subscribers to Monster.com, careerbuilder.com, theladders.com, and other employment sites. They spend some portion of their time browsing opportunities that end up in their mailboxes (often their work e-mail boxes—your mailbox). Employees use Facebook to complain about their job and talk about how excited they are to leave work on Friday at 5 p.m. (“Work,” 2007).

Ambassadors, on the other hand, are ...