American Eagle Outfitters creates a branded intranet that unites its associates

Article Type: Abstracts From: Human Resource Management International Digest, Volume 18, Issue 4

Borden R. Global Business and Organizational Excellence (USA), January/February, 2010, Vol. 29 No. 2, Start page: 40, No. of pages: 7

American Eagle Outfitters, trend-leading specialty retailer, has produced a branded, popular platform for internal communications to link its rapidly growing roster of associates and locations. Employee-generated content reflects the fresh, fun culture and brands of American Eagle Outfitters, while a user-friendly content management system, with appropriate checkpoints, enables contributors with no information technology experience to post and refresh information quickly. The author discusses some of the intranet’s key features; its network of news agents across the company; and the challenges of meeting the internal communication needs of an expanding business with a young workforce whose expectations for immediacy of information are driven by the latest communication and Internet technologies. ISSN: 1932-2054 Reference:39AE708

Keywords: Internal communications, Intranets, Organizational culture