Exploring the intranet as a change agent: On the sociomaterial entanglement of intranet technology, internal branding and everyday work

Abstract

Internal and corporate branding have become prevalent strategies in the field of human resource management. They aim to promote employee commitment and identification with the company through its brand. However, scholars in critical management studies have highlighted the exercise of normative control through these measures. Using the example of an intranet implementation in the context of a company merger in the telecommunications industry, the article examines the branding strategies on the intranet and, furthermore, shows how it prompts employees to constantly reflect on and evaluate the different types of content and related work practices on the intranet. As becomes apparent, in the way the branding content competes with other, to employees more relevant information on the intranet, it is constantly being devaluated. In this manner, the intranet becomes an ambivalent carrier of branding practices, effectively resulting in employees undermining management’s call to identify with the new company brand through the intranet. Nevertheless, the article highlights the ability of employees to overlook irrelevant content as a positive quality of the intranet. It argues for a greater understanding of everyday work in addition to a further integration of employees into change management projects.