Cultivating Relationships with Startup Employees: The Role of Entrepreneurs’ Leadership Communication

This study examines how CEOs’ use of motivating language influences employee relationships within startup organizations. Informed by self-determination theory and social identity theory, the study proposes psychological need satisfaction and organizational identification as mechanisms accounting for the influence of startup leaders’ use of motivating language on employee relational outcomes. Through an online survey of 1,027 startup employees across various industries in Mainland China, the study found that startup CEO use of motivating language positively influenced employee-startup relationships both directly and indirectly through enhanced psychological need satisfaction and organizational identification from startup employees. This study advances theoretical understanding of executive leader public relations functions and their role as important communication agents in the unique Chinese startup context. Further, this research tested the explanatory boundaries of motivating language theory and provides practical insights for startup leaders, communication practitioners, and entrepreneurs regarding how to develop long-term and quality relationships with startup employees.