311 Copyright © 2016, IGI Global. Copying or distributing in print or electronic forms without written permission of IGI Global is prohibited. Chapter 17 DOI: 10.4018/978-1-4666-9970-0.ch017 Leadership Communication, Internal Marketing, and Employee Engagement: A Recipe to Create Brand Ambassadors ABSTRACT This chapter examines the internal communication practices of Lenovo, a $39 billion Fortune Global 500 technology company, and the world’s largest PC vendor. In particular, this study examines how this company uses social media as a form of internal marketing to foster employee engagement. Internal communications (or internal marketing) is generally led by marketing or PR professionals with expertise in human resources, public relations, marketing, social media, and/or employee engagement. One new way that companies are extending internal communication is by developing the use of their company intranets. Intranets can support an organization by sharing accurate leadership communication and company information on a timely basis to develop trust with employees and encourage them to act as brand ambassadors. This chapter describes how Lenovo has developed and uses its Lenovo Central intranet to engage employees in its mission and vision. INTRODUCTION This chapter examines the internal communication practices of a Lenovo, a $39 billion multinational technology company. This case study examines the intent, development, and use of Lenovo Cen- tral, its company intranet. The case study also analyzes how it uses social media to publish internal communications with employees in ways that enhance employee engagement. This chapter will introduce the role of internal communication (or internal marketing), how leadership commu- Karen E. Mishra Meredith College, USA Aneil K. Mishra East Carolina University, USA Khaner Walker Lenovo, USA