Internal communication and open leadership: the challenges of incorporating generation Y and social media

Abstract

Internal communication needs to adapt to new organizational ethos, incorporating the characteristics and demands of a significant portion of their internal audiences, consisting of representatives of the so-called Generation Y. 
At the same time, it must be committed to building a true culture of network communication. The article highlights the need for major changes in the management model and the attitudes of managers in Brazilian organizations, in particular the communication processes, actions and strategies that characterize internal communication. The article proposes the introduction of open leadership to ensure effective involvement of employees, promote the building of a healthy organizational atmosphere and retain organizations’ true talents.