A REVIEW OF DATA-DRIVEN COMMUNICATION IN ECONOMIC RECOVERY: IMPLICATIONS OF ICT-ENABLED STRATEGIES FOR HUMAN RESOURCE ENGAGEMENT

This systematic literature review examines how data-driven communication strategies, enabled by information and communication technologies (ICTs), shape human resource management (HRM) practices, employee engagement, and organizational performance during periods of economic recovery. Guided by a preregistered PRISMA protocol, the study synthesizes findings from 65 peer-reviewed and grey-literature studies published between 2008 and 2022 across domains such as workforce development, taxation, employment services, tourism, agriculture, and health-linked measures. Evidence indicates that HRM-focused campaigns anchored in authoritative data sources, coherent cross-channel orchestration, and behavioral design consistently improve verified outcomes, including job applications submitted, training attendance, claims processed, and compliance with organizational policies. Mobile prompts operate effectively as tempo setters when paired with simple next steps, while portals, chatbots, and assisted service options support comprehension-heavy HR tasks, generating synergistic gains over single-channel approaches. Personalization that reduces friction—such as language localization, prefilled HR forms, and role-contingent defaults—emerges as particularly influential, with timing aligned to decision-making windows further enhancing completion rates. Transparent, date-stamped rules, accessible policy updates, and responsive rumor management strengthen employee trust and reduce misinformation, thereby boosting engagement beyond baseline nudges. Equity improves when HR systems incorporate multilingual communication, low-bandwidth pathways, and human handoffs, although identity verification and access disparities remain barriers. The review concludes with a practicable framework for HRM practitioners, emphasizing governance for authoritative data, omni-channel sequencing, privacy-respecting personalization, equity safeguards, and a continuous test-and-learn approach to sustain organizational resilience during economic recovery.