Enhancing strategic communication for sustainable growth in private higher education: a multi-level analysis of talent, human values, external engagement and cultural diversity in Malaysia

Purpose Strategic communication has become a vital organisational competency for higher education institutions operating in increasingly competitive and diversified environments. In Malaysia's private higher education institutions (PHEIs), good internal communication is vital for sustaining institutional success, encouraging excellent employment and fostering inclusive organisational cultures. This study explores the influence of talent, human values, external engagement and cultural diversity on strategic communication, with work engagement examined as a moderating variable. Guided by the Communication Accommodation Theory and Human Relations Management views, a quantitative, hypothesis-testing design was utilised. Design/methodology/approach Data were collected from 214 employees and analysed using partial least-squares structural equation modelling (PLS-SEM). Findings The data reveal that all four elements strongly influence strategic communication; however, human values exhibit a moderate effect size, while talent, external involvement and cultural diversity demonstrate weaker effects. Work engagement moderates the relationship between human values and strategic communication, but it does not substantially moderate the other associations. The results imply that strategic communication in PHEIs is predominantly value-anchored rather than capability-driven, with talent and structural variables working as enabling conditions. Practical implications This research offers practical insights for higher education leaders aiming to manage and enhance internal alignment, cultivate diverse workforces and implement communication strategies that support sustainable development goals related to equality, employment and institutional performance. Originality/value This study examines Malaysia's PHEIs' strategic communication rather than branding or marketing. PHEIs, unlike public institutions, have market-driven governance structures, significant enrolment rivalry and different employment arrangements, making internal alignment and employee-centred communication crucial. The study views strategic communication as an integrated organisational skill rather than just a managerial function by analysing talent, human values, external engagement and cultural diversity holistically. This internal focus indirectly supports Sustainable growth Goals 4 (Quality Education) and 8 (Decent Work and Economic Growth) by showing how value-driven communication supports quality employment, institutional sustainability and inclusive growth.