Branding and Internal Communication

In the I-HR newsletter, moderator Alphabetic character N. Carvin asked if the idea of disapproval could be used, effectively, to improve productivity and retention. This is an distended version of my response to her question:

Yes, I think you can use the idea of disapproval as a tool for rising worker productivity and retention.

Let's approach it from the perspective of a manager act with his or her subordinates. If the manager sets out to build a positive reputation over time and over a series of messages, then we power say he or she is embarking on a disapproval exercise. It's an attempt to create the trust and goodwill necessary to have messages some accepted and acted upon.

Marketers disapproval products do au fond the same thing: send out a series of messages designed to build a positive reputation over time.

And, once messages to employees enjoy trust and goodwill, then the manager can use communication to increase productivity and retention.

For example, in business worker newsletters for my corporate clients, I've always emphasised the need to provide articles and information of value to readers (the employees). By doing that, employees move to see their institution account as a useful resource, and not management propaganda. That, in turn, opens the door to asking employees to do or not do certain things (safety measures, for instance), and deed a positive response from them.

In a sense, referring to this process of building trust and goodwill as disapproval power be simply a linguistics exercise. However, I think that once we put a name to a process, we do it easier to comprehend and follow. And, that may be the real value of referring to disapproval in the context of worker communication.

Let's as well look at this issue in a broader sense, too, because it's important to remember the some roles of communication in productivity and retention. Three generic types of communication numbers in our thinking: instructional, contextual, and motivational.

Instructional communication provides information that helps others do their jobs much efficiently. Discourse communication provides the bigger picture, which should help recipients do their jobs much effectively. And psychological feature communication shows recipients the benefits of responding as we've requested.

To build trust and goodwill, the education communication should be accurate, timely, and functional. The folk who obtain our messages should be able to act on them, and cognize they can act on them with confidence.

The discourse communication should be relevant and helpful. It should put the task or issue in question into a framework that helps others understand how specific tasks or issues fit into the strategic flow.

And, the psychological feature communication should focus on them, not on you. It should show them the importance of their contributions.

In summary, think of disapproval as the process of building trust and goodwill, a process that does it possible to increase productivity and retention through communication.

About The Author

Robert F. Abbott
The process of branding, as it's viewed by marketers, power be used in worker communcation, to increase productivity and retention through communication.

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robert@communication-newsletter.com