Asda Stores - Internal communications Assignment

Asda Stores - Internal communications - Assignment Example 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, ma nagers 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