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Mitarbeiterkommunikation bei Veränderungen im Unternehmen : eine qualitative Untersuchung der Informationsbedürfnisse von Mitarbeitern in Zeiten von Veränderungen

Benndorf, E.M. (2012) Mitarbeiterkommunikation bei Veränderungen im Unternehmen : eine qualitative Untersuchung der Informationsbedürfnisse von Mitarbeitern in Zeiten von Veränderungen.

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Abstract:Objective : During major changes in business, effective employee communication is very important. In the course of the media shift, strategic employee communication is influenced by a variety of external information sources. This study is focused on the question which information employees expect from the management in times of change and how these are communicated effectively. Method To deter :mine these communication needs, 27 qualitative interviews were conducted in a fertilizer manufacturer with about 1,100 employees based in Münster. This company was acquired in 2011 by a private equity investor. The sale brought many changes, because since that time the company has been operating in the market as a non-consolidated, independent company. Results : The analysis of the interviews reveals that in times of change employees develop an increased demand for information. Required topics include statements relating to the future strategy and goals of the company. Personal communication is the preferred communication medium, followed by electronic information by mail or published on the intranet. If the management does not communicate, the uncertainty of the employees will increase, while the identification with the company and the motivation to work hard will decrease. As a consequence of the rapid media change, external media play an important role for employees concerning the gathering of information. Conclusion : Employee communication is an important factor for the successful introduction and implementation of changes and must not be underestimated by the management. The challenge of the management is to identify the information needs of employees. Strategy and goals of the company must be clearly communicated during the whole time. The announcement of major changes is best served by the choice of a rich communication medium like a staff meeting. Through regular and open communication with employees the uncertainty is bounded. If the employees do not feel well informed the role of external information sources increases and the credibility and the confidence in the management will be minimized. The influence of external media cannot be completely eliminated, but it can be limited by an effective employee communication.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/62266
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