Despite the generous job market offers, it’s not easy to find a right candidate for a position. But it is much more difficult to keep hold of a valuable employee. Incentive is a complex phenomenonwith many aspects. Today not only top managers and HR managers are involved in the incentive plan development but also Human Resources specialists. Their purpose is to create a good brand for staff. Exciting capabilities of Internal PR that should be taken on board – in the following.
A good internal image
Experienced PR experts are convinced: effective external PR starts with internal.
It’s not a secret that company staff is a speaking proof of organization status on the market. Talking to people working in the company, it is possible to recognize if it is a leader or an outsider. That is why it is extremely important to create favorable conditions for work and to develop respect of each employee for the company. In terms of PR experts’ language, it is necessary to constantly work on a good internal image of the organization and the employer’s brand.
The main component of such an image is the creation within the staff of united team atmosphere, wherein everyone, while doing his/her own job, keeps in mind the general goal, let’s say, success achieving in the national and international markets.
Employees must be confident in the future of the company. It allows creating a non-conflict environment at work, increasing productivity and attracting skilled staff.
Effective communications
Internal PR should facilitate effective communications between executives and employees. The staff has the right to know what is going on in the organization, with which difficulties it faces, how it is solved, and so on. If a company wants to succeed, it must be honest with its employees. Lack of information leads to unnecessary rumors, which, by the way, have the ability to quickly spread far beyond the company. Therefore, one should not neglect such simple things as holding a meeting of the labor collective, where top management will report on the achievements and perspectives of the organization, corporate special event where it is possible to share some or other issues with the management in the informal atmosphere, or the publication of a corporate newspaper. In such a way it is possible not only to disseminate information, but also to react promptly to crises.
A bit of pragmatism
Corporate relationships are the result of the joint activity of people, united by common interests and goals.
No one wats to work for an organization with unreal perspectives. Of course, even under such conditions it is possible to find staff, but they will be just performers, who are ready to change work at any time. Successful business develops only where there is a team of like-minded people.
Well-known PR experts state that it is possible to create a positive internal image of an organization if each leading employee owns a part of the company’s ownership. In our pragmatic time, this factor is decisive - the attitude changes to work, to colleagues, and to leadership.
Introduction in the organization of the so-called personal-corporate form of ownership normalizes the internal image. Under such conditions, there is no fixed salary for the employees (owners of the company), but they receive their “own” percentage of the total income of the company, proportional to the labor contribution and the volume of the assets ownership. A similar system in its pure form can exist only in small companies, large ones can apply it fragmentarily, thus motivating top managers and the most successful employees.
Professional development and corporate culture
Professional development of each team member improves corporate relations. That will enable employees to take on additional responsibilities and develop initiative.
Specialists in economic psychology are convinced that a high psychological culture of personnel and top management is a very important factor in the formation of corporate relations.
The normalization of collective relations promotes the introduction of optimal corporate culture in the organization. This is one of the most important factors of success. According to the specialist majority, the corporate culture needs to be purposefully formed. The easiest way is to introduce corporate codes of business and professional ethics.
The opportunity of dedication of each team member comes to nothing, if employees do not see their personal perspective. Internal PR together with HR service provides for constant work in this direction. The prestige of the organization increases at times, if it regularly implements individual programs of personal and professional growth.
Internal communications
If we talk about our own PR-tools, then we should emphasize the importance of internal communications. The exchange of information should be carried out constantly and in various forms - the bulletin board, corporate radio, newspaper, magazine, meetings, staff guides, e-mail, etc.
The experienced PR experts advise to give a crucial importance to direct communications, that is, individual communications. Together with open door politics, they are the best way to establish vertical ties in the organization’s hierarchical structure. The majority of employees wish to get information from their direct managers. The last-mentioned must remember this fact, and in no case seek to become “secret data storage device”. Today it adds only problems but not the image. These are some pieces of advice.
