The Hardiness in People at Work as a Source of Corporate Communication for Image Building

In this study, the hardiness of people at work will be examined to base the corporate communication intended for image building of higher educational institutions. The purpose of this study is to assist corporate the internal publics to build good image after having observed problems of internal environment. Findings of the research showed that the top five forces that made people feel troubled were: presenteeism, violence, absenteeism, problem solving, and evaluation. The level of vulnerabilities to be hardy among students is higher. In terms of commitment, the CEOs and employees have higher level of negative feelings except in the items that described “better jobs elsewhere” and “personal cost of the job”.