1. Chapter 7 Internal Communications

2. WAR FOR TALENT

3. Recruiting – Start Early, Build a Reputation

4. Google: Fortune Best Company to Work For 2012

6. Defining Internal Communication
Internal communication is “the planned use of communicaton actions to systematically influence the knowledge, attitudes and behaviours of current employees” (Stauss and Hoffmann, 2000).
Bowen (2006) defines internal relations is “building and maintaining relationships with all the publics inside an organisation” from lower supporting staff to top management personnel.

7. Defining Internal Communication 2/2
Van Riel and Fombrun (2007) argued that an excellent organization puts emphasis on communicating with five key stakeholders such as employees, customers, investors, government, and the public.
An internal stakeholder – an employee – is a key organisational asset.
Although some organisations have put internal communication under the responsibility of the Human Resource Department, it is argued that internal communication must report to the Corporate Communication Department to build an effective communication system.

8. Importance of Internal Communication
According to Argenti (2007: 138), “in the post- Enron era, many empoyees are functioning with a greater degree of cynicism or distrust of corporations and their senior managements”.
They are concerned about “how senior management is communicating with them, what is being communicated, and whether or not the feel engaged in and aligned with the company direction” (Argenti, 2007)

9. Changing environment Today’s employee Today’s workplace well educated
Higher expectation
Want to understand more
Outsource
Today’s workplace
Tighter staffing
Longer hours
Greater workloads
performance

10. Changing Environment (cont)
Business
Complex
Highly competitive
Employee participation – inform, engage

11. The Trends in an External Macro-Environment Influence Internal Communication
Figure 6.0: The PEST Analysis (political, economic, social and technological): Building Strategic Internal Communication

12. External Macro-Environment 2/3
Political
Trends in the political environment relate to new legislation, government policy, national and international politics (Tench and Yeomans, 2006)
Economic
Trends in the economic environment are often associated with the laws of supply and demand (Tench and Yeomans, 2006)

13. External Macro-Environment 3/3
Social
Trends in the social and cultural environment should be taken into account as changes will affect the future market that emerges and the ‘kind’ of generation particularly relating to demographic structure of the society.
Technological
Trends in the technological environment relate to the changing information communication technologies affect the nature of work and the nature of jobs (Tench and Yeomans, 2006)

14. Organizing the internal effort
Communication audit
Goals – important assets
Where report?

15. Implementing an effective internal communications program
Communicate up and down
Make time for face-to-face meetings
Communicate online
Create employee-oriented publications
Communicate visually
Focus on internal branding
Consider grapevine

16. How to Succeed with Employees
Create an atmosphere of respect.
Treat employees as insiders.
Build-up corporate loyalty: “Ambassadors of Commitment.”
Capture more discretionary time.
Increase two-way communications.
Invest in decent publications.
Listen to and use the grapevine.

17. Employees Relations: Measuring Internal Communication
Today’s corporations try to attract best and talented professionals and retain current skilled workers.
Recently, a number of Malaysian business leaders agree that managing talent is vital for their corporations.
Employees relations is about how senior managers communicate coherent messages pertaining to organizational policies with their skilled staff using appropriate communication channels such as s, telephones, and video conferences and so forth.

18. Employees Relations: Measuring Internal Communication 2/2
According to Krone et al, 2001 in Van Riel & Fombrun, 2007: 188), employees relations consists of four roles:
Efficiency
Internal communication is used primarily to disseminate information about corporate activities.
Shared meaning
Internal communication is used to build shared understanding among employees about corporate goals.
Connectivity
Internal communication is used mainly to clarify the connectedness of the company’s people and activities.
Satisfaction
Internal communication is used to improve job satisfaction throughout the company.

19. Effective Internal Communication Programs
Flow of Communication
Downward communication – [management to employees]
Upward communication – [employees – management]
Horizontal communication – [employees – employees]
Relationship Management
Bulletin and Publication
Internal Branding Program

20. Selecting externally – engaging internally
Build the Employer Branding strategy
Be out there (academia, conferences, forums, professional
clubs, corporate events)
Engage the business – they know their market
Job enrichment: meaningful and exciting jobs
Balanced remuneration / performance linked
Talent programs
Career Development to complement performance review

21. Conclusion
This chapter covers a clear understanding about strategic internal communication as a management function that requires substantial attention from top management.
However, in a multicultural country, internal communication relies on face to face interaction between managers and subordinates.
The aura of leadership and communication are key integral parts of effective strategic internal communication.
There is a dire need for internal communication or employee communication to move beyond communicating with employees, instead the role must be inspiring employees for building organisational excellence.

22. The wicked leader is he who people despise.
The good leader is he who the people revere.
The great leader is he who the people say,
“We did it ourselves.”
-Lao Tsu