Reading is fun. But not every book is really worth reading it – especially when it comes to business books. Therefore I already started the “Book of the Week” Series, where I share comprehensive abstracts on my favourite books.
Now I want to start another series called: “Business Books” – featuring information on books in a more compact way. Today I would like to present you “The Credible Company: Communicating with Today’s Skeptical Workforce”, by Roger D´Aprix (2009).
The Credible Company addresses the need for corporations to communicate more openly, more personally, and in a more timely manner with their employees. Find out more. Read this review. In his book, The Credible Company, Roger D’Aprix addresses the need for corporations to communicate more openly, more personally, and in a more timely manner with their employees. First, employees need appropriate, relevant information, and they need to understand their organization’s goals and the marketplace within which they compete. Doing this minimizes opportunities for misunderstanding while maximizing the company’s trustworthiness. Second, employees’ needs have to recognized, including feeling valued and respected. This increases productivity, employee satisfaction and engagement in work.
Employees who are engaged in their jobs go the extra mile for their employers, leading to a better financial performance for the company. Next, D’Aprix stresses the importance of face-to-face communication because verbal and physical cues help employees judge the sincerity of their supervisor’s message. Mutual respect and accessible management are both necessary to successfully accomplish this step and also engender employees’ loyalty and commitment to their organization. Openness is the next step, but some corporations strive for transparency because of recent public scandals such as Enron. Corporations should not, however, give away company secrets. Times of significant change require corporations to be forthcoming.
When employees have to speculate and feel their jobs are in jeopardy, they form unflattering opinions of their organization and its management and productivity suffers. It is better to reassure employees whose jobs are safe and to warn those whose jobs are in jeopardy. Next, the organization’s communication needs have to be researched. Senior leadership should be interviewed first regarding the company’s values, goals, and strategies, as well as how success should be measured. Next, focus groups should be formed to discover reliable and unreliable sources of information within the company, as well as whether the information they receive is complete.