Employee morale is affected by how much we know about the companys plans. 98 percent of employees agree.
Definitions:
Selling the firm to its employees (Grnroos, 1981) The process of attracting, developing, motivating, and retaining qualified employees through job-products that satisfy their needs (Berry & Parasuraman 1991) Building customer orientation among employees by training and motivating both customer contact and support staff to work as a team (Kotler & Armstrong 1991) A process by which employee satisfaction is leveraged to positively impact the bottom line. Satisfied employees strengthen relationships among all critical stakeholders.
(Williams, Business & Economic Review, 1997)
Customer- and employee-focused It demands an integrative approach Internal customers -- the idea that organizational departments serve each other It encompasses all employees
Changing Workforce
Employees viewed as assets, not costs People will have 4-6 careers in lifetime More than half of women with babies are working More women are starting and running their own businesses
25%
30%
Investors
Management Excuses
Dont have time Havent gotten information self Fear reactions, leaks, uproar Wont give away power Havent gotten message of whats expected of them Are not evaluated on their communication abilities Get no rewards for communicating Dont see how it is useful Under-evaluate employees information needs
Communications Strategy
Nature of Change Organizational Dynamics
Employee Differences Organizational Culture Organizational Climate
Strategy
Time
L. R. Smeltzer, An Analysis for Announcing Organization-Wide Change, Group & Organizational Studies, Vol. 16, No. 1 March 1991.
L Goal
E E E E E
Power Structure
Communication Structure
Tanns, 1992
Focus
What is size and nature of work force? What does the work force think of organization? How satisfied are employees? What employee communications exist? How effective are communications tools? Are there special employee relationship programs?
Communication Objectives
Increase employees knowledge Enhance favorable attitudes toward employer Get more adoption by employees of behavior desired by management Make employees spokespersons for organization in community Receive more employee feedback
Telephone
Written, addressed (letter, memo) Written, unaddressed
Fast
Slow
Audio
Limited visual Limited visual
Personal
Personal
Natural
Natural/ Numeric
From R. Daft and G. Huber, How Organizations Learn: A communications framework, Research in the Sociology of Organizations, Vol.. 5, 1987.
Media
Bulletin boards Displays and exhibits Telephone hotlines or news lines Inserts in paychecks Internal television Speakers bureaus employees to community groups Films Video cassettes Meetings Teleconferences Audio-visual presentations Booklets, pamphlets, brochures
Evaluation
Communication, Retention, Acceptance of Messages Co-orientational Evaluations Human Relations Audits Communication Satisfaction International Communications Association Audit - extensive use of network analysis and interviews
A business marketer can develop a really hot system to market their product, but if they have not taken time to build in an employee communications plan, the marketing effort is dead in the water.
Gegenheimer, C. L., Include employees in marketing, Advertising Ages Business Marketing, July 1998.