The Influence of Executive Leadership Communication on the Development of Internal Organizational Culture: A Case Study of ICEA LION Group Kenya

Abstract

Communication styles and practices employed by executive leaders significantly shape the internal communication culture, influencing how information flows, how employees perceive leadership, and the overall effectiveness of internal communication efforts. The research will investigate how leadership communication influences internal organizational culture within ICEA LION Group, Kenya.   Communication styles and practices employed by executive leaders significantly shape the internal communication culture, influencing not only how information flows across departments and hierarchical levels but also how employees interpret and respond to leadership directives. These communication behaviors play a critical role in establishing the tone, transparency, and openness of organizational discourse, which in turn affects employee morale, trust, and alignment with corporate goals. Effective leadership communication fosters a culture of collaboration, inclusivity, and responsiveness, while poor communication can lead to misunderstandings, disengagement, and a breakdown in organizational cohesion.  In this context, the research will investigate how leadership communication influences internal organizational culture within ICEA LION Group, Kenya, a leading financial services provider in the region. The study seeks to understand the extent to which executive leaders’ communication choices—ranging from the channels they use to the tone and frequency of their messaging, impact employee perceptions, engagement, and loyalty. By examining the interplay between leadership communication and organizational culture, the research aims to uncover patterns that either enhance or hinder internal cohesion and performance.  The study will be guided by the Media Richness theory and the leader-member exchange theory. The study sample will include 10 executive leaders at the ICEA LION Group head office and 40 employees in the head office. The study will adopt a mixed-methods approach and data will be collected through employee surveys and in-depth interviews of the executive leaders. It is anticipated that the findings of the research study will provide actionable insights for ICEA LION Group and other corporate organizations seeking to enhance their internal organizational culture through strategic leadership communication. By understanding the nuances of executive communication and its impact on employee perceptions and behaviors, organizations can cultivate a more open, collaborative, and engaged workforce, thereby contributing to improved organizational performance and overall success.