UNIT 14

Directing People at work

Meaning
Directing is the process of guiding people in their work and ensuring that they do it in the nest possible manner. It generally involves the following activities: (i) (ii) (iii) (iv) (v) Assigning duties Explaining the methodology of work Issuing orders and instructions Monitoring performance; and Correcting deviations

Definitions of Directing
Directing the telling people what to do and seeing that they do it to the best of their ability E. Dale. Direction is a complex function that includes all those activities, which are designed to encourage a subordinate to work effectively and efficiently Konntz and ODonnell. Directing concerns the total manner in which a manager influences the subordinates. It is the final action of a manager in getting others to act after all preparations have been completed Masside. Directing consists of the processes and techniques utilised in issuing instruction and making certain that operations are carried on as originally planned Haimann. Directing deals with the steps a manager takes to get subordinates and others to carry out plans Newman and Warren. Directing may not be seen as a separate function of management. It can be identified with all other functions of management, namely, planning, organising, staffing, co-ordinating and controlling.

Characteristics of Directing

The features or characteristics of directing are as follows:

1. It concerns the human factors in organisation Directing has relevance only for the
human factor in the organisation. Employees alone can be directed and not materials and machines. Although computers and robots can accept command and carry out tasks, the organisation needs the human factor to activate these. The manager can only question the employees and not the machines. The human factor alone has the capacity to understand the situation and act.

2. Inseparable from other functions Directing is associated with planning,

organising, staffing, co-ordinating and controlling. A person who prepares plans, for example, gets directions from his superior. We must remember here that planning is done at all levels of management. A foreman, who prepares a plan for the workers placed under him, gets directions from the works manager. In the same manner, directing is vital for delegation, training and so on.

3. Preformed at all levels Superiors at all levels directions to their subordinates. The
marketing manager, for example, issues directions to the marketing officers and each of the marketing officers issues directions to the salesmen placed under him.

4. Determines performance The extent of performance depends much on the extent

of direction. Directing translates plans into results. In the absence of direction the human factor in the organisation becomes inactive and as a result the physical factors may remain idle.

5. Result oriented Directing ensures that subordinates work as per the plan in order
to achieve the desired results. It is, therefore, result oriented.

6. It follows hierarchy Subordinate at every level is directed by his immediate

superior. For example, the production manage directs the foreman and the foreman directs the worker. Directing, thus, follows the hierarchy.

7. It is a continuous process As lone as there is planning, organisation, staffing, coordinating and controlling there will be direction. A manager has to supervise, communicate his orders, motivate and guide his subordinates continuously.

Importance of Directing
The importance of directing may be stated as follows:

1. Activates human factor Directing is essential to get things done by the

employees. Employees always await orders ad instructions from their superiors. The moment such orders are issued, they swing into action. In other words, in the absence of direction, the human factor will remain passive in any work place.

2. Improves communication relationships Directing helps to improve

communication relationships between the superior and his subordinates. For the purpose of issuing orders and instructions, the manager may meet his subordinates directly or indirectly. If the subordinates need any clarification, they do ask their superior.

3. Provides guidance One of the main aims of directing is to guide the subordinate
staff in their work. This helps them to understand and perform their job better.

4. Motivates employees Direction further aims at motivating the employees. Giving

orders and instructions alone may not be adequate to get things done by the staff. The employees needs to be persuaded and motivated constantly to perform well. Motivation may be done by offering financial and non-financial incentives. Even a word of praise may motivate a subordinate. Sometimes, the subordinates may be firmly dealt with in order to protest the interests of the organisation.

5. Ensures effective control Supervision is an integral part of direction. The

manager, while supervising the work of subordinates, will be able to know whether they are sincere and committed. Action can be taken against a subordinate showing indifference. The manager will also be able to help any employee who needs his assistance. Thus, direction helps to have effective control the staff.

6. Promotes efficiency Direction helps the manager to get the best out of every
subordinate. It further ensures that the other organisational resources, namely, machines, materials and money are put to optimum use and thereby promotes overall efficiency.

7. Improves human relations Direction involves identifying the capacities, qualities

and weakness of subordinates. Provision of incentives for those who perform well and guidance for those who need help and assistance will certainly improve human relations in the work place.

8. Helps to adapt to changes Normally workers resist any kind of change in their
work methods or pattern. Direction enables the managers to make the workers accept changes without resistance. The managers may explain the need for certain changes in the work methods in the interest of both the organisation and the individual.

9. Ensures growth and stability The manager, through direction, is able to motivate,
lead and guide his subordinates. This certainly helps to achieve uninterrupted growth. Once the required level of growth is achieved, directing helps to maintain it at that level.

Principles of Directing
The following are the important principles of directing: 1. Reconciliation of personal and organisational goals In the work place often there is a conflict between the goal of an employee and that of the organisation. The employee may be thinking about his personal needs always and may be indifferent to the organisational needs. The manger therefore has the responsibility to direct the employees efforts for the betterment of the organisation. 2. Individual contribution to objective This principle says that each individual should contribute to his fullest capacity to the objective of the organisation. For this, the managers must induce their subordinates so that they put in their best. 3. Unity of command According to this principle, a subordinate should get orders and instructions from one superior only and is accountable to him alone. If two superiors command a subordinate he would know whose orders he should carry out. Dual subordination will only result in confusion.

4. Direct Supervision This principle says that all commands, orders, directions or guidance to the subordinates should be made directly. There should be no intermediaries between the superior and the subordinate. 5. Efficiency According to this principle, directing must contribute to greater efficiency. It must not be a costly affair. 6. Suitable Techniques The manager must use appropriate techniques of direction. The techniques used must be suitable mot only for the manager but for the subordinate as well. 7. Use of informal organisation To improve the effectiveness of direction, the management must make proper use of informal organisation. Personal relationships between the managers and their subordinates can make direction more effective. 8. Effective communication The success of direction depends much on the effectiveness of the communication system. The manager has to convey his order and instructions to his subordinates. The subordinates must report to their manager at regular intervals on the tasks completed by them. Effective system of communication, thus, becomes essential for direction to be fruitful. 9. Comprehension As per this principle the message communicated should be clear, informative and should possess substance. The receiver should be able to understand the meaning clearly. Lack of clarity defeats the very purpose of communication. 10. Information According to this principle, any information that is useful must be exchanged throughout the organisation. Withholding or suppression of information makes communication ineffective. 11. Effective leadership The success of direction depends to a greater extent on the leadership qualities of the manager. The manager must set a good example for the subordinates. He must not shirk his duties. He must be able to plan and execute his tasks properly. Only then he will be able to guide his men effectively.

Techniques of Direction
Managers use several techniques to direct their subordinates in order to get things done. These are: (i) (ii) (iii) (iv) (v) Delegation Supervision Communication Motivation and Leadership

Let us discuss each briefly here.

Delegation
Delegation is the process of assigning work to subordinates and giving them the authority to carry out the same. Authority is the official right of a person to act. It can be delegated, i.e., transferred. The manager, who has authority to do things, transfer some of his right to his subordinates to enable them to perform the work entrusted. A subordinate may use the authority to draw cash, buy the materials and tools he wants engage the men necessary to complete the task. The subordinate, to whom authority has been delegated, becomes responsible to the superior for the work done. Thus, while authority flows downward, responsibility always flows upward. Delegation of authority has been discussed in detail in a preceding Chapter.

Supervision
Supervision is the process of overseeing the subordinate at work. It enables the manager to meet his subordinates personally and ascertain the progress work. If the subordinates have any work related problems, they can tell their superior about it and the latter may be able to provide a remedy.

Supervision is undertaken at all levels of management. The top management supervises the work of the middle-level managers, i.e., the heads of the different departments. The middle-level managers supervision the work of the supervisory staff, e.g., foremen, superintendents, etc. The supervisory staff, in turn, supervises the work of the operating workers.

Communication
Communication is the process of conveying messages by one person to another. The orders and instructions of the superior are communicated to his subordinates. Such communication is known as downward communication. Communication by the subordinates to their superior is known as upward communication. Subordinates prepare reports periodically on the work done by them and send the same to their superior for his approval.

Orders
Often, the superior has to issue a number of orders to his subordinates. Orders eliminate confusion and make things definite. Through orders the superior requires his subordinates to do or not do certain things. Orders, to be effective, must be clear-cut. An order must take into account the capabilities of the individual on whom it is served. The individual concerned must also have access to the resources necessary to carry out the task assigned. Further the order must seek he co-operation of the subordinates in carrying out the task and not thrust or impose any work on them.

Types of Orders
Orders may be of the following types: (i) Oral Order It is verbally transmitted. It saves time. Such an order can be effective only if there is permanent superior subordinate relationship between the persons concerned.

(ii)

Written Order Such an order is necessary when the subordinate is doing his work in a different place altogether and also when the task to be carried out is very important.

(iii)

General Order Such an order necessary is necessary if the subordinate is capable of doing his work independently and requires only broad guidelines.

(iv)

Specific Order It indicates every specific activity to be undertaken by a subordinate.

Motivation
Issuing orders and insulations alone may not help to accomplish any task effectively. It is the duty of the manager to encourage healthy competition among the subordinates. For example, every salesman has certain targets to attain. But a salesmen who has attained or exceeded his targets needs encouragement. If all the subordinated are treated alike irrespective of their performance, those who have performed really well may begin to lose interest interests in work. Motivation is the process of inducing the employees to perform well. It may be positive as well as negative. Positive motivation takes place when an employee who has performed well is suitably rewarded. The reward may either be tangible or intangible. Tangible reward takes the form of commission, mementoes, merit certificates, etc. Intangible reward may be in the form of greater decision-making authority. Even a word of appreciation by the superior may motivate a subordinate.

Leadership
Leadership is the ability of a manager to induce his subordinates to perform well. A leader must be able to guide his followers properly. He must be a capable man himself. Only then he can expect such a quality in his followers. To be a successful leader the manager must have certain qualities. He must be honest and sincere and committed to his work. He should have good communication skills. He must be able to plan and execute his work effectively.

The manager must have a good sense of judgement. He must know the strengths and weaknesses of his subordinates and assign work based on their potentials. He should also motivate them suitably so that they put in their best. Chapter 15, 16, 17 and 18 have been devoted for a detailed discussion on Supervision, Communication, Motivation and Leadership respectively.