Interne komunikacije kao faktor efikasnosti kompanije
Internal Communications as a Factor of Company’s Efficiency
Apstrakt
Polazno pitanje u radu jeste: kako organizacija mora da se postavi u procesu internih komunikacija da bi u sve turbulentnijem i konkurentnijem okruženju, ostala jedinstvena, prepoznatljiva i uspešna? Glavni cilj ovog rada je da prezentuje savremene trendove u internim komunikacijama i način na koji utiču na efikasnost organizacije. Istraživanje je utemeljeno na postojećoj literaturi predstavljajući interne komunikacije i njihov uticaj na efikasnost zaposlenih u organizaciji. Takođe, autori će prikazati rezultate istraživanja koje je usmereno na interne komunikacije u okviru kompanije Dunav osiguranje. Ideja za ovaj rad je proistekla iz nužnosti unapređenja internih komunikacija u skladu sa brzim tehnološkim promenama i zahtevima tržišta. U okviru istraživanja anketirano je 255 ispitanika iz svih organizacionih celina kompanije Dunav osiguranje. Istraživanje predstavljeno u radu potvrđuje značaj procesa komuniciranja sa zaposlenima u kompaniji i njegov uticaj na efikasnost procesa rada. Ovaj rad proširuje postojeća istraživanja u vezi sa internim komunikacijama i organizacionom efikasnošću ističući praktičnu važnost, dosledne i dobre komunikacije sa zaposlenima na samo poslovanje.
Abstract
The starting question in the paper is: how should the organization set itself up in the process of internal communication in order to conduct its workflow more efficiently, remain unique, recognizable and successful in a more turbulent and competitive environment? The main goal of this paper is to present contemporary trends in internal communications and how it affects efficiency in an organization. The study builds on existing literature by emphasizing the internal communication and its impact on employees and organizational efficiency. Also, the authors present the results of the research on internal communications conducted in the insurance company Dunav osiguranje. The idea for this paper arose from the necessity of improving internal communications as to improve efficiency due to rapid technological changes and market demands. In the research, 255 respondents from all organizational units of Dunav osiguranje were surveyed. The research presented in this paper confirms the importance and relevance of the communication process with the company‘s employees and its impact on efficient workflow. This paper expands existing research related to the internal communication and organizational efficiency pointing the practical relevance of consistent and good employee communication and its importance for business.
Reference
- Buhler, M. P., & Worden, J. D. (2013). Up, Down, and Sideways: High-Impact Verbal Communication for HR Professionals. Society for Human Resource Management, Alexandria, Virginia.
- Cornelissen, J. (2011). Corporate communication: A guide to theory and practice. London: SAGE Publications.
- Chalmers, S. (2008, October). The Changing Role of Internal Communications. Are Required Practitioner Competencies Keeping Pace with the Opportunities and Challenges? Paper presented at Euprera (European Public Relations Education and Research Association) 2008 conference, Milan, 16th – 18th October 2008. http://eresearch.qmu.ac.uk/568/
- Dolphin, R. (2005). Internal Communications: Today’s Strategic Imperative. Journal of Marketing Communications, 11(3), 171-190. https://doi.org/10.1080/1352726042000315414
- Filipović, V., & Kostić-Stanković, M. (2008). Odnosi s javnošću, FON, Beograd.
- Grossman, D. (2012). You Can‘t NOT Communicate. The David Grossman Group, Chicago
- Grunig, J.E., (1992). Symmetrical systems of internal communication, in Grunig, J.E., Dozier, D.M., Ehling, W.P., Grunig, L.A., Repper, F.C. & White, J. (Eds). Excellence in Public Relations and Communication Management, Lawrence Erlbaum Associates, Hillsdale, NJ, pp. 531-575.
- Grunig, L.A., Grunig, J.E. and Dozier, D.M. (2002). Excellent Public Relations and Effective Organizations: A Study of Communication Management in Three Countries. Lawrence Erlbaum Associates, Mahwah, NJ.
- Hola, J. (2007). The Importance of Internal Company Communication. Ekonomika ir vadyba: aktualijos ir perspektyvos. 1(8), 107–111.
- Jacobs, M. A., Yu W., & Chavez, R. (2016). The effect of internal communication and employee satisfaction on supply chain integration. International Journal of Production Economics, 171(1), 60–70. https://doi.org/10.1016/j.ijpe.2015.10.015
- Jiang, H., & Men, L.R. (2015). Creating an engaged workforce: the impact of authentic leadership, transparent organizational communication, and work-life enrichment. Communication Research. https://doi.org/10.1177/0093650215613137
- Kamalirad, S., Kermanshachi, S., Shane, J., & Anderson, S. (2017, November). Assessment of construction projects’ impact on internal communication of primary stakeholders in complex projects. 6th CSCE/CRC International Construction Specialty Conference, Leadership in Sustainable Infrastructure, Vancouver, Canada.
- Katlip, M., S., Senter, H., A., & Brum, M., G. (2006). Uspesni odnosi s javnoscu, Sluzbeni glasnik, Beograd.
- Kanyurhi, E. B., & Akonkwa, D. B. M., (2016). Internal marketing, employee job satisfaction, and perceived organizational performance in microfinance institutions. International Journal of Bank Marketing, 34(5), 773-796. https://doi.org/10.1108/IJBM-06-2015-0083
- Kim, J. N., & Rhee, Y. (2011). Strategic thinking about employee communication behavior (ECB) in public relations: testing the models of megaphoning and scouting effects in Korea. Journal of Public Relations Research, 23(3), 243-268. doi: 10.1080/1062726x.2011.582204.
- Meyer, J. (2014). Employee Commitment, Motivation, and Engagement: Exploring the Links. Article in Gagné, M. (ed.) The Oxford handbook of work engagement, motivation, and self-determination theory. Oxford: Oxford University Press. 33-36.
- Men, L.R. (2014). Why leadership matters to internal communication: linking transformational leadership, symmetrical communication, and employee outcomes. Journal of Public Relations Research, 26(3), 256-279.
- Men, L.R. (2015), Employee engagement in relation to employee-organization relationships and internal reputation: effects of leadership communication. Public Relations Journal, 9(2),85-95.
- Mikic, A., (2010, March). Uloga interne i eksterne komunikacije u menadžmentu poslovnih organizacija. Međunarodna naučna konferencija ‘’Menadžment 2010’’, Krusevac, Serbia.
- Mishra, K., Boynton, L., & Mishra, A. (2014). Driving Employee Engagement: The Expanded Role of Internal Communications. International Journal of Business Communication, 51(2), 183–202.
- Morris, E. (2010). Dell goes mobile to bolster its employee engagement. PRWeek, 13(2), 14-15.
- Sincic D., & Poloski-Vokic N. (2007). Integrating internal Communications, human resource management and marketing concepts into the New internal marketing philosophy, Working Paper No 07-12, University of Zagreb.
- Waters, R. D., Bortree, D. S., & Tindall, N. T. J. (2013). Can public relations improve the workplace?Measuring the impact of stewardship on the employer-employee relationship. Employee Relations, 35(6), 613-629.
- Welch, M., & Jackson, P. R. (2007). Rethinking internal communication: a stakeholder approach. Corporate Communications an International Journal, 12(2), 177-198.
