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11. Employee Relations Lecture by Dr. Mohammed Ibahrine based on Seitel’s The Practice of Public Relations AL AKHAWAYN UNIVERSITY SCHOOL OF HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS STUDIES

11. Employee Relations - Al Akhawayn UniversityM.Ibahrine/IBAHRINE_14_ Employee Relations.… · 11. Employee Relations Lecture by Dr. Mohammed Ibahrine based on Seitel’s The Practice

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Page 1: 11. Employee Relations - Al Akhawayn UniversityM.Ibahrine/IBAHRINE_14_ Employee Relations.… · 11. Employee Relations Lecture by Dr. Mohammed Ibahrine based on Seitel’s The Practice

11. Employee RelationsLecture by Dr. Mohammed Ibahrine

based on Seitel’s The Practice of Public Relations

AL AKHAWAYN UNIVERSITYSCHOOL OF HUMANITIES AND SOCIAL SCIENCES

COMMUNICATIONS STUDIES

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Structure of the Lecture

• 1 Strong Employee Relations = Solid Companies

• 2 dealing with the employee Public

• 3 Communicating Effectively in a Sea of Doubt

• 4 Credibility

• 5 Employee Communication Strategies

• 6 Employee Communication Tactics

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Structure of the Lecture

• 6 Employee Communication Tactics6.1 Internal Communications Audits6.2 Online Communications6.3 The Intranet6.4 Print Publication 6.5 Desktop Publishing6.6 Employee Annual Reports6.7 Bulletin Boards6.8 Suggestion Box/Town Hall Meetings6.9 Internal Video6.10 Face-to-face Supervisory Communications

• 7 Dealing with the Grapevine

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1 Employee Relations

• According to Fortune magazine, the top 200 most admired corporations in America spent a significantly larger share of their communications budgets – more than 50 percent - on employee relations

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1 Employee Relations

• For a variety of reason communicating with employees has become increasingly important for organizations in the new millennium

1. The wave of downsizings and layoffs that dominated business and industry worldwide after the high-tech-bubble burst in the early years of the 21st century

2. The widening gulf between the pay of senior officers and common workers is another reason why organizations must be sensitive to employee communications

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1 Employee Relations

3. There is no such thing as “lifetime employment”The notion of “job stability” has disappearedMost employees no longer expect cradle-to-grave employmentThe name of the game today is job mobilityConsequently, employee trust was at an all-time low

4. The merger of geographically dispersed organizations is another reason why for increased focus on internal communication

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1 Employee Relations

Business managers have realized that the assets of their companies exist very much in the heads of their employees

Employee communication, then, has become a key way and transfer that intellectual capital among workers

Internal communication has become a “hot ticket” in public relations

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2 Dealing with Employee Publics

Just as there is no such thing as the “general public”, there is also no single “employee public”

The employee public is made up of numerous subgroups:

Senior managersFirst-line supervisors Staff and line employeesWomen MinorityUnion laborersPer diem employees Contract workers

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2 Dealing with Employee Publics

A smart organization will try to differentiate messages and communications to reach these segments

Today, the staff is YoungerIncreasingly femaleMore ambitiousCareer orientedLess complacent Less loyal to the company

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2 Dealing with Employee Publics

Internal communications, like external messages, must be targeted to reach specific subgroups of the employee public

Organizing effective, believable and persuasive internal communication in the midst of organizational change is a core critical public relations responsibility in the 21st century

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3 Communicating Effectively in a sea of Doubt

An organization truly concerned about “getting through” to its employees in an era of downsizing and displacement, must reinforce five specific principles:

1. Respect 2. Honest feedback 3. Recognition 4. A voice 5. Encouragement

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3 Communicating Effectively in a sea of Doubt

1. Respect: Employees must be respected for their worth as individuals and their value as workers

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3 Communicating Effectively in a sea of Doubt

2. Honest feedback: By talking to workers about their strengths and weakness, employees know where they stand

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3 Communicating Effectively in a sea of Doubt

3. Recognition: Employees feel successful when management recognizes their contributions

It is the duty of the public relations professional to suggest mechanisms by which deserving employees will be honored

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3 Communicating Effectively in a sea of Doubt

4. A voice: employees want their ideas to be heard and to have a voice in decision making

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3 Communicating Effectively in a sea of Doubt

5. Encouragement: benefits and money motivate employees up to point, but that “something else” is generally necessary

This something else is encouragement

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3 Communicating Effectively in a sea of Doubt

• According to Milton Moskowitz, coauthor of The 100 Best Companies to Work for in America, six criteria are important:

1. Willingness to express dissent. Employees want to be able to “feed back” to management their opinions and even dissent

2. Visibility and proximity of upper management. Enlightened companies try to level rank distinctions, eliminating such status reminders as executives cafeteriasThey act against hierarchical separation

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3 Communicating Effectively in a sea of Doubt

3. Priority of internal o external communication. Employees want to be able to “feed back” to management their opinions and even dissent

4. Attention to clarity. Good companies will write benefits booklets with clarity to be readable for a general audience rather than for human resources specialist

5. Friendly tone. Best companies give “a sense of family” in all that they communicate

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3 Communicating Effectively in a sea of Doubt

6. Sense of humor. People are principally worried about keeping their jobs

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4 Credibility

The task for management is to convince employees that it communicates with them in a truthful, frank and direct manner

This is the overriding challenge that confronts today’s internal communicators

What internal communications comes down to is credibility

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4 Credibility

The employee public is a savvy one

The management must be truthful

The employees want management

Research indicates that trust in organizations would increase if management

Communicated earlier and more frequently

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5 Employee Communication Strategies

Enhancing credibility, being candid, and winning trust must be the primary employee communications objectives in the new century Five elements are key in any strategic program

1. Survey employee’s attitudes regularly. Internal communications audits and attitudes surveys can identify problems before they become crises

2. Be consistent. Management that promises open and honest communications must practice it

An open door must remain open not just partly open part of the time

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5 Employee Communication Strategies

3. Personalize communication. Workers want personal attention from those for whom they work, particularly their immediate supervisor. The best internal communications are those are personal and face-to-face

4. Be candid. Employee today are younger, less well educated, less loyal

5. Be innovative. New employees in the workforce and increase skepticism in the workplace demand new communications technology solutions (voice, video, data transmission on PCs and so on)

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6 Employee Communications Tactics

Once objectives are set, a variety of techniques can be adopted to reach the staff

The initial tool again is research

Before any communications program can be implemented, communicators must have a good sense of staff attitudes

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6 Employee Communications Tactics

6.1 Internal Communications Audits6.1 Internal Communications Audits

The internal communications audit is the most beneficial form of research on which to lay the groundwork for effective employee communications

This starts with personal, in-depth interviews with both top management and communicators

It is important to find out what communicators “think”management wants

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6 Employee Communications Tactics

6.1 Internal Communications Audits6.1 Internal Communications AuditsThe three critical audit questions are:

1. How do internal communications support the mission of the organization?

2. Do internal communications have management’s support?

3. How responsive to employee needs and concerns are internal?

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6 Employee Communications Tactics

6.2 Online Communications6.2 Online CommunicationsThe age of online communications has ushered in a whole new set of employee communications vehicles:

E-mail

Voice

Tailored organizational intranets

Tailored online newsletters

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6 Employee Communications Tactics

6.4 The Intranet 6.4 The Intranet The Intranet has overtaken print communication

Intranet creators should keep in mind several important considerations

Consider the culture Set clear objectives and then let it evolveTreat it as a journalistic enterpriseMarket, market and marketSenior management must commit

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6 Employee Communications Tactics

6.5 Print Publications6.5 Print PublicationsThe advent of online internal communication has been hard on print publications

Employee newsletters should appear regularly on time and with consistent format

In the 21st century, such newsletters provide two way communications, expressing not only management wishes but staff concerns as well

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6 Employee Communications Tactics

6.6 Desktop Publishing 6.6 Desktop Publishing Desktop publishing enables a public relations professional to produce a newsletter at his or her own desk

Introduced in 1985, desktop publishing allows an editor to write , lay out, and typeset a piece of copy

A typical newsletter editor must consider the following steps in approaching the task

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6 Employee Communications Tactics

6.6 Desktop Publishing 6.6 Desktop Publishing 1. Assigning stories. Articles assignments must focus on organizational strategies and management objectives

Job information

Organizational changes

Mergers, reasons behind decisions

2. Enforcing deadlines: Employees respect a newsletter that comes out at a specific timeAn editor must assign and enforce rigid copy deadlines

Deadline slippage can not be tolerated

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6 Employee Communications Tactics

6.6 Desktop Publishing 6.6 Desktop Publishing 3. Assigning photos. People like photos

4. Editing copy. An editor must be just that: a critic of sloppy writing, a student of forceful prose

5. Formatting copy. An editor, particularly a desktop editor, must also make the final decisions on the format of the newsletter; how long articles should

6. Ensuring on-time publication. In publishing, timeliness is next to godliness It is the editor’s responsibility to ensure that no last-minute glitches interfere with on-time publication

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6 Employee Communications Tactics

6.6 Desktop Publishing 6.6 Desktop Publishing

7. Critiquing. The editor’s job must continue

Review copy, photos, placement, content, philosophy and all the other elements to ensure that the next edition will be even better

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6 Employee Communications Tactics

6.7 Employee Annual Reports6.7 Employee Annual Reports

Most employees do care about how their organization functions and what its management is thinking

The annual report to the staff is a good place to discuss such issues informally, yet candidly

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6 Employee Communications Tactics

6.7 Employee Annual Reports6.7 Employee Annual Reports

The report can be

Factual: explaining the performance of the organization during the year

Informational: reviewing organizational changes and significant milestones during the year

Motivational: in its implicit appeal to team spirit and pride

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6 Employee Communications Tactics

6.7 Employee Annual Reports6.7 Employee Annual Reports

Typical features of the employee annual report include the following:

Chief executive’s letterUse-of-funds statementFinancial conditionDescription of the companySocial responsibility highlightsStaff financial highlightsOrganizational policyEmphasis on people

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6 Employee Communications Tactics

6.8 Bulletin Boards6.8 Bulletin Boards

Bulletin boards, among the most ancient of employee communications vehicles, have made a comeback in recent years

Classical use of bulletin boards was limited to policy data for such activities as fire drills and emergency procedures

Most employees rarely consulted them

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6 Employee Communications Tactics

6.8 Bulletin Boards6.8 Bulletin Boards

BB has experienced a renaissance and is now being used to improve productivity, cut waste, and reduce accidents on the jobs

Best of all employees are taking notice

BB has become today's news center

It has been repacked into a more lively visual and graphically arresting medium

BB has become an important source of employee communication

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6 Employee Communications Tactics

6.9 Suggestion Box/ Town Hall Meetings6.9 Suggestion Box/ Town Hall Meetings

Two other traditional staples of employee communication are the suggestion box and the town hall meeting

In the old times, suggestion boxes were mounted on each floor, and employees, often anonymously, deposited their thoughts on how to improve the company and its processes and products

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6 Employee Communications Tactics

6.9 Suggestion Box/ Town Hall Meetings6.9 Suggestion Box/ Town Hall Meetings

Town hall meetings are large gatherings of employees with top management, where no subject is off limits, and management-staff dialogue is the goal

Town hall meetings must encourage unfettered two-way communication

In the 21st century, with employees increasingly suspect of all in charge, only candid, open and honest communications work

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6 Employee Communications Tactics

6.10 Internal Video6.10 Internal Video

Video has had an up-and-down history as an internal communications medium

Internal video is a medium that must be approached with caution

Unless video is of broadcast quality, few will tolerate it, especially an audience of employees weaned on television

A public relations professionals must raise at least a dozen questions before embarking on an internal video venture

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6 Employee Communications Tactics

6.10 Internal Video6.10 Internal Video

1. Why are doing this video?2. Whom we are trying to reach with this video?3. What is the point of the video?4. What do we want viewers to do after seeing the video?5. How good is our video script?6. How sophisticated is the quality of our broadcast?7. How innovative and creative is the broadcast) Does it measureup to regular television?8. How competent is our talent?9. How much money can we spend?

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6 Employee Communications Tactics

6.11 Face6.11 Face--toto--face Supervisory Communications Videoface Supervisory Communications Video

Employees want information face-to-face from their supervisors

Supervisors are the preferred source of 90 percent of employees, making them the top choice by far

You report to your supervisor, who awards your raise, promotes you and is your primary source of corporate information

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7 Dealing with the Grapevine

In many organizations, it is neither the Internet nor cyberspace that dominates communications but rather the company grapevine

The rumor mill can be devastating

Rumors, once they pick up steam, are difficult to stop, if not possible, and it is usually not worth the time

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7 Dealing with the Grapevine

It should not necessarily be treated as the enemy of effective communications with employees

Management might even consider using it as a positive force

It may be even more valuable because it is believed

Everyone seems to tap into it