SAREC Keynote Presentation: Location: FESTAAL – Vienna Marriot Hotel

This study explores the integration of organizational alignment into HRM by examining the role of employee-organization fit within communication measurement and evaluation (M&E). Through interviews with 26 communication professionals in Australia, it reveals that objective metrics alone cannot fully capture the performance of communication professionals. Subjective measures, such as stakeholder relationships and cultural contributions, are equally vital. The study highlights the importance of assessing organizational alignment as a key input in M&E, offering a fresh interdisciplinary perspective on combining HRM practices with communication frameworks.