Communication Strategies at Asda Stores - Case Study Example

? Communication Strategies Communication Strategies at Asda stores Introduction Free communication flow using the bottom up and down bottom approach through provision of accessible information sources is among the key strategies used by Asda stores. This is done to ensure free feedback from clients, and to enable the staff or colleagues to understand the store’s policies, goals and objectives in order to be more motivated and enthusiastic about the store leading to increased output and profits. Asda also focuses on transparency of its activities both to stakeholders and colleagues. It does this to build trust in the organization. Townley (1994) and Caruth et al. (1995) both emphasize on the importance of providing stakeholders and staff with enough information in order to avoid cases of mistrust and build staff morale. Benefits of transparent communication in an organisation It gives the staff a clear picture of picture of their tasks and the subsequent outcome. This in turn helps to build their morale and motivation to put more effort to their tasks. Transparent communication makes the staff feel part of the organization or have a sense of ownership. Asda has greatly tapped into this in ensuring that the colleagues feel like the owners of the store. Transparency in communication also ensures that in case of problems at work the manager or owner will be freely informed therefore avoid incidents that can easily be solved. The staff could also bring in their individual suggestions and ideas to foresee the success of the store. The store will therefore be able to enjoy a greater contribution of ideas. Distinction between internal and external communication is another strategy Asda uses in its communication as well as maintaining regular and frequent communication among the staff (Boxall 2003, p. 13). Media Used in Communication in the Organisation 1. Employee Branding Miles and Mangold (2004) define employee branding as the act by which employees of a particular organization internalize the organization’s trademark and project the same to customers and the entire public. Employee branding works well where the employees or colleagues as referred to by Asda willingly make an emotional connection with the store’s products by deciding to be part and parcel of all the store’s ventures. Successful employee branding leads to increase in number of customers and eventually increased sales and profits. Employees need to like a particular brand in order for them to effectively connect with it and decide to be branded using the same. Artain and Schumann (2006) came up with thirteen points that are important to note about employee branding. These are discussed below. The organization’s promise to its employees The organisation has to explain what is in store for the employees. For instance, the benefits could be accumulated by the decision of employees to be part of the organization. This will help the employees to be motivated to work for the organization. Business Strategy Employees must have complete information of the organizations plan of action. They must fully understand the goals, objectives and strategies that the company wishes to adopt. The organizations expectation from its employees is also critical to be known in advance for effective branding. Doing this will help the employees decide whether this is what they want to experience through their professional life (Enz & Siguaw 2000, p. 54). Customers Employees should know how the organization wants them to treat the customers. For example, managers should take lead by example when it comes to treating customers with respect and high esteem. Employees’ tasks: The company should lay down in advance what is expected from the employees for example the mode of action, dressing, and working hours among others. The company should also invest in ensuring that employees fully understand what the brand is all about. Connection of what happens outside the organisation and what happens inside: The organisation must find a way to connect what happens outside and inside the organization. Employee branding should be able to clearly frame this experience. Focus on employee choice: The ASDA firm must ensure that it takes into account the employees suggestions as they are the ones dealing directly with clients. Ignoring their suggestions without clear explanation may affect the presentation of the product to the customers. The brand must define what is in store for the employees: The organizations staff must be fully aware the benefits they will be entitled to by choosing to be part of the organization. Employee’s future: The staff must be assured of their professional growth. The company may for example spell out how it is going to foster employee professional growth. This will help motivate the workers, as they will be assured of their career development. Defining what the company believes in: The brand should clearly spell out what the company believes in. There should be no contradiction between what the brand projects and the moral standing of the company because this will negatively influence the integrity and even trustworthy level of the company to the clients (Boxall & Purcell, 2008). Emotional connection: The desired emotional connection should be defined by the brand. The workers need to feel emotionally connected and proud to be part of the organization. An organization through its brand, can be able to recruit more employees if the company is defined by respect and appreciation in how it treats its employees. 2. Internal newspaper Publication of newspapers to circulate within an organisation another media used to communicate to its employees by Asda. This newspaper is published on a monthly basis and it bears both corporate news and articles circulated by colleagues. This is a great way that ensures that colleague’ suggestions and proposals are not ignored; publishing these ideas helps in making the colleagues feel important and part and parcel of the organisation. Internal newspapers are an effective way of building loyalty and stronger relationships within the workplace as they facilitate communication in all aspects of an organization. The colleagues’ view of the organization is improved as there is more clarity with use of internal newspapers. Customers comments both good and bad are put on the newspaper. This helps the colleagues improve where necessary and they also act as morale boosters where for a example a particular customer has praised an employee. 3. Asda House Bulletin Production of a weekly email bulletin that keeps the colleagues informed about the special offers, incentives schemes and activities of the preceding week is an effective way of ensuring that the employees always know what is happening within the organisation. This allows them to prepare themselves both physically and emotionally for the task ahead which may lead to better output as compared to when employees are just ambushed. These bulletins contain links with additional information on items that require elaborate explanations. Making investments in channels that foster colleague communication needs to be done by any organization. Investing in fast internet facilities and modern technologies for example web conferencing and web hosting are an important aspect that need to be exploited. Asda has for example invested in the online green room that enables colleagues to easily find out about developments and the stores activities. These media allows sharing of photos and reports easily unlike other websites. Human Resource practices in terms of providing a sense of involvement The relationship between human resource and success f an organization is complex and usually influenced by national, sectoral and organizational factors. The concept of best practises as argued by Boxall and Purcell (2000), is however still very important for the competitiveness and success of the organization. Organizations have increasingly become aware of human resource management practices. Inadequate human resource management may lead to issues that may hinder performance of an organization such as, Lack of motivation, miscommunication, poor internal communication, poor employee cooperation, conflicts in the work place among others. Strategies for human resource practices include (Zheng, 1999). Leadership The leadership of the organization should be in such a way that it fosters relationships between the employees. The appropriate leadership style should be developed to ensure employee satisfaction. Mentoring This is the process by which senior employees are given the task of taking care of new employees. They are supposed to teach, advise and direct the junior employees. The degree of satisfaction of stakeholders of a particular organization needs to be established on a frequent basis. The employee’s job satisfaction rate needs to be evaluated for the management to know the appropriate measures to put in place to handle employee dissatisfaction. This can be done through establishment of suggestion boxes and review questionnaires on a regular basis. Customer satisfaction also needs to be evaluated through feedback programmes and asking for customer suggestions on different aspects of the organization (Kornberger 2012, p. 25). Performance evaluation needs to be done on a regular basis to allow harmonization of the company’s interests and individual interests. Skills necessary for achieving the organization’s goals and objectives need to be identified and assessed to ensure that the available skills will be relevant or if there is need to acquire new skills either through hiring new experts or through retraining the available employees. Necessary monitoring and evaluation strategies need to also be put in place to ensure best performance of the human capital within an organization. Best Practices for Human resource Human resource management involves leadership development where the organization invests in ensuring it has the best leadership structure. Training and knowledge building through seminars is another critical aspect of human resource management. Employees in turn need to be empowered through aspects covered earlier for example branding. In addition, the staff needs to feel recognized and respected by the top managers and they need to feel valued. Lastly, it is important for an organization to have an effective cost management strategy that ensures minimizing costs and maximizing outputs and profits for the well-being of the organization. Improving Human Resource Human resource can be improved through offering employees with incentives, which should be established objectively based on the agreed target. These incentives should also reflect the company’s objectives as well as individual goals and aspirations. Staff training should be done on a regular basis to ensure that the staff always knows whatever current trends are taking place in the entire business world. Tools used in Human Resource. The following tools need to be put in place to ensure effective management of human capital in any organization. Staffing Jobs and job specifications need to be clearly defined out and performance standards clearly set out. Labor Relations Appropriate terms and conditions of employment need to also be clearly spelt out for the employees to know in advance, whatever is in store for them if they choose to work for the organization. Doing this will reduce avoidable conflicts between employees and the management hence fostering harmonious working relationships (Allen & Wright, 2006, p. 19). Employee Benefits Employees need to be notified of benefits they are entitled to in the course of working for the organisation. Issues for example compensation also need to be addressed. Information Management This is another key area that needs to be addressed. The employees need to be frequently notified of the success and failures of the organization and revision of goals and objectives or any other activities the organization plans to take part in. Conclusion Effective communication is important to any organization be it business in nature or otherwise. Asda store has adequately invested in its communication system both with its employees and with clients. Investing in best human resource practises has is also among the priorities of Asda. With good human resource management it is possible to achieve employee satisfaction as well as increased output. It is worth noting that every employee has a key role to play within an organization therefore the need to define the importance of all employees. Putting in place personal development plans to allow colleagues to grow both professionally and personally is among the sectors that any organization will want to invest in. List of References Allen, M & Wright, M 2006, ‘Strategic Management and HRM’, working paper 06-04, viewed 27 April 2013, Boxall, P & Purcell, B 2008, Strategy and Human Resource Management, 3 ed. Management, Work and Organisations. Boxall, P 2003, ‘HR Strategy and competitive advantage in the service sector’, Human Resource Management Journal, vol. 13, no. 3, 5-20. Enz, A & Siguaw, J 2000, ‘Best Practices in human resources’, Cornel Hospitality Quarterly, vol. 41, no. 1, 48-61. Kornberger, M 2012, Brand Society How Brands Transform Management and Lifestyle, Cambridge University Press, London. Miles, J & Mangold, G 2004, ‘A conceptualization of the employee branding process’, Relationship and Marketing Journal, vol. 1, no. 2, 15-63. Townley, B 1994, Reframing human resource management: Power, ethics and the subject at work, The University of Michigan, Michigan. Zheng, M 1999, Human Resource Management and Enterprise Performance in Small and Medium Enterprise in China, The China Center for Economic Research, Peking University. Read More