A Qualitative Analysis of Modern and Traditional Internal Communication Approaches
O''Donovan, R. (2014) A Qualitative Analysis of Modern and Traditional Internal Communication Approaches, no. 71.
Purpose ! Internal communication is widely referenced as contributing to employee satisfaction and engagement, which in turn leads to increased productivity, lower absence and higher profits. As organisations struggle with reduced staffing budgets, traditional methods of communicating such as face to face and meetings are becoming less viable. Newer modern approaches are helping to communicate with employees'. This research provides a qualitative analysis of modern and traditional communication approaches utilised by two large organisations when communicating with employees'. ! Methodological Approach ! Semi-structured interviews were the primary research method used. These were conducted with employees' from two large retailers across the East of Scotland. ! Findings ! The results of this research suggest that there is an increase in the use of modern approaches in internal communication. The research discovers that a variety of online portals and business social networking are utilised to communicate with employees'. The importance of the relationship between employees' and managers is also identified. The findings suggest that modern approaches do add value to internal communications, however traditional approaches are still valued by employees'. Furthermore the research highlights a gap in literature surrounding the use of modern communication approaches in internal communication. ! Practical Implications ! This research provides a reference point for future research into internal communications and the use of modern and traditional approaches. !