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Changing employee behaviour through strategic communication
Dissertation (MBA)--University of Pretoria, 2012.
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| Format: | Thesis |
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University of Pretoria
2013
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| _version_ | 1867613643565170688 |
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| access_status_str | Open Access |
| author2 | Lew, Charlene |
| author_browse | Lew, Charlene |
| author_facet | Lew, Charlene |
| collection | Thesis |
| dc_rights_str_mv | © 2012 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. |
| description | Dissertation (MBA)--University of Pretoria, 2012. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/29699 |
| institution | University of Pretoria (South Africa) |
| last_indexed | 2026-06-10T12:39:24.464Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2013 |
| publishDateRange | 2013 |
| publishDateSort | 2013 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/29699 Changing employee behaviour through strategic communication Lew, Charlene ichelp@gibs.co.za Govender, Thomas UCTD Strategic communication Return on investment Employee engagement Internal communication Dissertation (MBA)--University of Pretoria, 2012. Businesses that actively engage in integrated internal communication practices should theoretically be more likely to foster employee engagement during change management interventions. Competitive forces and a dynamic business environment compel most organisations to continuously review the relevance of their current business operating model. As a result, organisations develop new strategies or revise existing ones. Part of the change management process of executing a strategy is the ability to communicate it to employees, in a manner that ensures alignment between strategy and employee. The communication process therefore must seek to effect behavioural changes among its recipients. This paper investigates the practices of a business unit of an organisation in the financial services sector which has recently undertaken an extensive strategic communication exercise. Through a series of survey questions and interviews, the research seeks an answer to the question of whether integrated internal communication initiatives are effective in changing employee behaviour. Furthermore, the report investigates the forces that either inhibit or promote internal communication; and engages communication practitioners to determine whether return on investment metrics are implemented that link internal communication initiatives to financial performance. Results from the research revealed that strategic communication does have the capacity to affect employee engagement, but if left unchecked, factors such as language, distance and education have the capacity to inhibit effective communication initiatives. Furthermore, the absence of financial metrics and indicators related to the strategic communication initiative render it improbable to determine a return on investment for the internal communication initiative. Gordon Institute of Business Science (GIBS) unrestricted 2013-09-07T16:18:01Z 2013-04-26 2013-09-07T16:18:01Z 2013-04-25 2012 2013-02-16 Dissertation Govender, T 2012, Changing employee behaviour through strategic communication, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://hdl.handle.net/2263/29699 > F13/4/161/zw http://hdl.handle.net/2263/29699 http://upetd.up.ac.za/thesis/available/etd-02162013-172950/ © 2012 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. application/pdf University of Pretoria |
| spellingShingle | UCTD Strategic communication Return on investment Employee engagement Internal communication Changing employee behaviour through strategic communication |
| title | Changing employee behaviour through strategic communication |
| title_full | Changing employee behaviour through strategic communication |
| title_fullStr | Changing employee behaviour through strategic communication |
| title_full_unstemmed | Changing employee behaviour through strategic communication |
| title_short | Changing employee behaviour through strategic communication |
| title_sort | changing employee behaviour through strategic communication |
| topic | UCTD Strategic communication Return on investment Employee engagement Internal communication |
| url | http://hdl.handle.net/2263/29699 http://upetd.up.ac.za/thesis/available/etd-02162013-172950/ |