“You have to feel it in your heart - a case study of the employees perception about Umeå university, the internal communication and how the communication contributes to this perception”. This study is based on that deficiency is common in internal communication in a authority that consists of several different units and different occupational levels. In an authority there is variety of units, employees with different occupational levels, a hierarchical structure and laws and regulations that must be followed. Because of these characteristics, a clear internal profile might be of extra importance. The internal profile will reflect the external perception, the authority’s image. This study examines how the internal communication of an authority like Umeå University works. The aim was to find out the employees perception of Umeå University and what their perceptions of the internal communication are. The method to examine this has mainly been based on group interviews conducted with focus groups representing different occupational levels. In summary the interviews indicate that there is a common perception of the university's identity among the different occupational levels. For example, words like: young, wide, open and norrländskt. These words were not based on any official core values of the university but were brought up by the participants. Umeå university have a vision which all participants had seen before and recognized, "The University of Umeå face the future with boundless knowledge". But they found it hard to grasp the vision with related goals, they felt overall and difficult to apply in their daily work. The results showed that the focus groups believe that there are many different subcultures at Umeå University. One reason for the formation of subcultures may simply be that Umeå University is an authority and there are certain factors that affect the University's properties. Keywords: Internal communication, organizational communication, organizational identity, organizational culture, communication process, vision, subculture.

Denna uppsats behandlar ämnet internkommunikation. Vi har valt att genomföra en undersökning om Polismyndigheten Värmlands internkommunikation då de innehar ett stort ansvar att bevara trygghet och säkerhet i samhället. Polismyndigheten har även stora krav på sig idag gällande dialog och grad av kommunikation inom organisationen för att effektivisera det polisiära arbetet. Syftet med denna uppsats är att erhålla en insikt om den interna kommunikationens funktion och hur den gestaltas utifrån chefernas och de anställdas perspektiv. I denna uppsats använder vi oss utav relevanta teorier inom organisationskommunikation, internkommunikation, organisationsidentitet, organisationskultur och kommunikationsmodeller. Vårt tillvägagångssätt för att besvara uppsatsens syfte var att använda oss utav två skräddarsydda frågeställningar för att möjliggöra en helhetsbild och en djupare insikt på våra utvalda teoretiska områden. ”Hur upplever cheferna på polismyndigheten Värmland internkommunikationen?” ”Hur upplever de anställda på polismyndigheten Värmland internkommunikationen?” I denna undersökning använde vi oss av kvalitativa samtalsintervjuer och en kvalitativ fokusgrupp. Det resultat vi lyckades utvinna visade att internkommunikationen hos de utvalda cheferna och anställda upplevdes som både positiv och negativ. Polismyndighetens internkommunikation har enligt cheferna genomgått en positiv utveckling. Enligt chefernas utsagor är polismyndigheten en arbetsplats med goda möjligheter för dialog mellan ledning och anställda och klara riktlinjer för hur internkommunikation ska bedrivas. Dock finns det rum för förbättring då det upplevs vara svårt att förmedla information som även filtreras på ett felaktigt sätt och skapar missförstånd. De anställda på polismyndigheten Värmland gav en helt annan bild då det dagliga arbetet präglas av orättvisor, bristfällig internkommunikation som skapar förvirring och svårigheter att överblicka vem som har ansvar för vad inom organisationen. / This bachelor thesis treats the subject of internal communication. We have chosen to carry through a research about the police department of Värmland's internal communication since they have big responsibility to preserve safety and security in society. The police department has these days greater demands regarding how to conduct dialogue and the level of communication within the organization to further the efficiency of police work. The main purpose of this bachelor thesis is to obtain insight about the internal communication functions and how it is presented from the managers as well as the employees perspective. In this thesis we are using relevant theories regarding organizational communication, internal communication, organization identity, organization culture and communication models. Our approach to answer the purpose of this thesis was to use two customized questions to enable us to get a overall view and a deeper insight of our chosen theoretical framework. “How do the managers perceive the internal communication in the police department of Värmland?” “How do the employees perceive the internal communication in the police department of Värmland?” In this study we used qualitative interviews and a qualitative focus group. The result we obtained, showed that, internal communication with the chosen managers and the employees had both positive and negative experiences. The police department of Värmland's internal communication has gone through a positive development according to the managers. According to the managers, the police department of Värmland has a healthy working environment that offers good possibilities for dialogue between management and employees, and also clear guidelines for how the internal communication has to be conducted. However, there is room for improvement, since some experience it to be hard to communicate information that filters wrongly and creates misunderstanding. But the employees gave us a completely different picture since the daily work characterized in injustice, faulty internal communication that creates confusion and difficulties to get an overview about who has what responsibilities in the organization.

In this study, sustainability strategy implementation processes are discussed together with internal communication processes in SMEs. Large enterprises are not the only contributor to unsustainable development, but so are SMEs. Additionally, SMEs have a significant negative impact on sustainability as they make up the major part of the world economy. In fact, only in Sweden SMEs make up 99.9% (based on the number of employees) of all businesses. Yet, SMEs have not received much attention in society nor in literature of sustainability and sustainable developmentand are lagging behind in sustainable development. Due to pressure from external stakeholders Sustainability is essential for future business growth as well asto stay competitive in today's marketplace. EU and Swedish legislation together with the next generation of sustainable-conscious consumers, have increased pressure on organisations to take responsibility for their actions. Still, SMEs seem to take a reactive approach. For successful sustainable development, sustainability strategies must be aligned with business strategies. However, SMEs face challenges when implementing sustainability strategies. To ease the implementation process, company-specific tools are needed forSMEs. Internal communication is acknowledgedto be essential for sustainability strategy implementation which is most successful when performed in a contextual specific and conceptual abstract practice. Internal communication further contributes to reducing tension in an organisation when implementing a change which is required during implementation processes.This study has been conducted through a single case study operating in the housing construction industry,based in Sweden. We have usedan exploratory and a qualitative approach where both semi-structured interviews and focus groups were conducted to receive insights from top management and lower-level employees. Our research shows that sustainability strategies, business strategies and communicationstrategies must be balanced to create a shared sustainability vision through short-and long-termgoals to reduce the complexity of sustainable development. Therefore, the role of internal communication in the sustainability strategy implementation processis essential to transformintangible sustainability strategies into tangible features to engage employees and reduce tension within the organisation.

As reflexões sobre a contemporaneidade sugerem que, na rapidez da pós-modernidade e frente a tantas possibilidades proporcionadas pela multiplicidade de plataformas midiáticas (tradicionais e digitais), muitas organizações, na urgência de comunicar, geram grandes quantidades de informações sem relevância para seus públicos. Limitadas a um modelo pronto e replicadas sem critério, são disparadas para os indivíduos sem considerar os diferentes sujeitos integrantes/construtivos da cultura organizacional e suas histórias, memórias e desejos, e sem enxergar as diversas oportunidades para repensar este processo da comunicação interna. É neste panorama que o presente estudo pretende detectar oportunidades de envolvimento do público interno, assim como a criação de narrativas comunicacionais mais atrativas e bem-sucedidas. Para tanto, busca-se a compreensão da riqueza existente em conteúdos coletados em projetos de memória oral, de cunho participativo e dialógico, como os desenvolvidos com base na contação de histórias sobre as experiências vividas dos funcionários no ambiente organizacional: as chamadas micronarrativas. Este conceito foi desenvolvido sobre as teorias que interpretam as grandes narrativas da modernidade, as quais possuíam uma significativa força na vida das pessoas e serviam como referências para a sociedade, mas que começaram a se enfraquecer a partir do século XX e se perderam na pós-modernidade, quando o foco passou a ser o indivíduo e suas histórias. Dessa maneira, ao verificar, descrever, esclarecer e entender o conteúdo exposto pelos entrevistados em suas micronarrativas organizacionais, é possível refletir como a comunicação interna pode trabalhar de maneira mais efetiva e afetiva para gerar novas narrativas que estimulem envolvimento, reconhecimento, identificação, compreensão e ação de seus funcionários, no lugar das racionalidades, padronizações, efemeridades e excessividades. / Reflections on contemporaneity suggest that in the fleetness of post-modernity and in the presence of so many possibilities offered by the multiplicity of media platforms (traditional and digital), many organizations, in the urgency to communicate, generate large amounts of information with no relevance to their audiences. Limited to a ready template and replicated without criteria, this information is issued to individuals without considering the different members/constructive subjects of organizational culture and their stories, memories and wishes; missing the various opportunities to rethink the process of internal communication. Before this scenario, the present study aims to identify opportunities to involve the internal workforce, as well as creating more attractive and successful communication narratives. To that purpose, we seek a better understanding of the richness in the content of oral memory projects, which nature is participatory and dialogic, such as those developed based on storytelling about the employees\' experiences in the organizational environment: the micro narratives. This concept was developed based on the theories that interpret the grand narratives of modernity, which had a significant influence in people\'s lives and served as references to society, but started weakening in the twentieth century and were dissolved in the post-modernity, when the focus shifted to the individual and their stories. Therefore, when we verify, describe, explain and understand the contents stated by respondents in their organizational micro narratives, it is possible to ponder how internal communications can work more effectively and affectively to generate new narratives that encourage involvement, recognition, identification, understanding and action from the employees, in detriment to rationality, standardization, and ephemeral excesses.

The diploma thesis "Personnel Marketing at Higher Education Institutions" deals, in its theoretical part, with the description of personnel marketing, its definition and meaning. The first chapter of the theoretical part describes its division into external and internal personnel marketing. The second chapter focuses on the selected activities of external personnel marketing at higher education institutions, building a school image and using social networks to recruit new workers. The third chapter describes selected activities of internal personnel marketing, namely internal communication, organizational culture and development and education of staff. In the research part, the questionnaire survey explores the use of personnel marketing at higher education institutions, supplemented by an analysis of the publication of vacancies on the websites of aforementioned institutions. On the basis of the results of the investigations, at the end of the thesis, proposals and recommendations for improvement of personnel marketing are provided. The aim of the diploma thesis is to describe the applicability of personnel marketing at higher education institutions through its selected activities. KEYWORDS personnel marketing, high school staff, image of the school, social networks, internal communication

The diploma thesis Online and Offline Effective Internal Communication Tools of the KKCG Investment Group provides a comprehensive view of internal communication, using Online and Offline tools. The thesis is divided into three parts. The theoretical part defines the concept of internal communication and its inclusion in the marketing and media environment, including related terminology. It also maps Online and Offline media including specific communication tools. Based on literature research is also defined the effectiveness of internal communication including innovative trends. The practical part is focused on the KKCG Group and on its own internal communication settings with real examples of used media. In the methodological part, the author describes and analyses the results of the qualitative (structured interviews with the experts of the internal communication of the companies in the KKCG Group) and the quantitative research (questionnaire survey applied on employees of the individual KKCG Group companies). In conclusion, the comparison occurs research results as well as the use frequency of Online and Offline tools. Furthermore, the level of an individual company's economic efficiency is defined and finally, the research provides answers to the main research questions, hypotheses and...

Made available in DSpace on 2016-04-26T18:18:45Z (GMT). No. of bitstreams: 1 Angela Pintor dos Reis.pdf: 2668209 bytes, checksum: 24cb9eb99be1cfeded4380c1be072594 (MD5) Previous issue date: 2010-05-24 / This research examines the theoretical and empirical consequences of the glocal phenomenon a hybridism of the local and global that encompasses the contemporary condition of deterritorialization and reterritorialization of human relations in and through cyberspace - for the concept of internal communication' in Brazilian business organizations, within the context of cyberculture. The main research problem consists of determining if the glocal does, in fact, require theoretical reformulations of the concept of internal communication. The proposition of this problem involves the basic hypothesis that internal communication really does require a new understanding. The corpus of analysis consists of the set of policies, processes and internal communication channels of the companies Odebrecht S.A., Petrobras and General Motors do Brasil. The fundaments of this research are discussed using these companies for purposes of exemplification, as set forth in the problem, the objectives, and the hypotheses formulated. The theoretical frame of reference is based on studies about the social, cultural and economic processes typical of cyberculture (taken as a category of this era), of the glocal phenomenon, and of internal communication as an institucionalized practice of formal relations between capital and labor. Based on these i'ssues, the following elements are analyzed: (1) the emergence of cyberculture as a new structu're of the social, governed by the subject's adhesion to the technique and technology for the mediation of sociability; (2) the phenomenology of the glocal; and (3) the historical development of internal communication as a segment of Public Relations and of Administration and its function in the management and motivation of the work force. I Given the sociocultural conditions of the times, the relevance of this research lies in the pressing need to rethink the concept of internal communication in business organizations and the consequent possibility of updating this concept in light of the emerging historical and worldwide process of glocalization / A presente pesquisa discute as consequências teóricas e empíricas do fenômeno glocal - hibridismo entre local e global que totaliza a condição contemporânea de desterritorialização e reterritorialização das relações humanas no e pelo ciberespaço - para o conceito de comunicação interna em organizações empresariais brasileiras, no contexto da cibercultura. O principal problema de pesquisa consiste em saber se o glocal está exigindo, de fato, reformulações teóricas no conceito de comunicação interna. A proposição desse problema envolve a hipótese básica de a comunicação interna nas empresas estar requerendo, realmente, um novo entendimento. O corpus de análise é constituído pelo conjunto de políticas, processos e canais de comunicação interna das empresas Odebrecht S.A., Petrobras e General Motors do Brasil, em relação às quais serão discutidos os fundamentos da pesquisa, a título de exemplificação, conforme explicitado no problema, nos objetivos e nas hipóteses formulados. O quadro teórico de referência se nutre de estudos sobre os processos sociais, culturais e econômicos típicos da cibercultura (tomada como categoria de época), do fenômeno glocal e da comunicação interna como prática institucionalizada de relações formais entre capital e trabalho. Com base nesses eixos, são analisados os seguintes elementos: (1) o surgimento da cibercultura como nova estrutura do social regida pela adesão do sujeito à técnica e à tecnologia para a mediação da sociabilidade; (2) a fenomenologia do glocal e (3) o desenvolvimento histórico da comunicação interna como segmento das Relações Públicas e da Administração e sua função na gestão e motivação da força de trabalho. Dadas as condições socioculturais de época, a relevância desta pesquisa reside na necessidade premente de se repensar o conceito de comunicação interna nas organizações empresariais e na consequente possibilidade de se atualizar tal conceito à luz do processo de glocalização histórica e mundialmente emergente

This paper observes intern branding and the relation between coworker and brand. It is a mapping study that investigates relations, variables and other factors that affect the integration between coworkers and brand, how they relate to each other. In terms of doing the study, the food chain Hemköp has participated for interviews. Store managers and team managers have been interviewed in different stores around Stockholm. The idea of the study comes from the lack of intern branding and that most literature and research focus on the external perspective, aimed at the costumer. Some researchers mean that it's time to rethink, it's time to look at the corporate brand as the main integrated factor that bring customer, coworker and corporate together. These researchers suppose that the future for an organization is based on how the corporate brand is integrated within the organization. If the corporate doesn’t work on the inside, it will not, in the long term, work on the outside. It requires loyal employees, a distinct communication and an integrated link between the corporate vision, coworker’s culture and customer’s image of the brand. Hemköps’s coworkers indicate within several areas that the intern brand is well operated, and their strategies can be straightened by the researcher’s theories. Hemköp has several loyal employees, excellent tools and planning for a well-functioning internal communication. There are some gaps that needs to be restructured, including how to get employees to stay and develop within the company. / Den här uppsatsen betraktar intern branding och hur relationen ser ut mellan medarbetare och varumärke. Det är en kartläggande studie där det undersöks relationer, variabler och andra faktorer som påverkar samspelet mellan medarbetarna på ett företag och hur de förhåller sig till varumärket. För att utföra undersökningen har dagligvarukedjan Hemköp deltagit för intervjuer. Butikschefer och teamchefer har intervjuats i olika butiker runt om i Stockholm. Uppsatsens idé kommer från att det finns en brist på intern varumärkesstrategi och att den mesta litteratur och forskning fokuserar på det externa varumärket. Det som riktas mot kunden. Men vissa forskare menar att det är dags att tänka om, man måste börja se företagsvarumärket som den huvudsakliga integrerande faktorn som för kunder och medarbetare och organisationen samman. Dessa forskare menar att framtiden för en organisation bygger på hur företagsvarumärket är integrerat inom organisationen. Om företaget inte fungerar på insidan kommer det i längden inte hålla på utsidan. Det krävs lojala medarbetare, en tydlig intern kommunikation och en integrerande länk mellan företagets vision, medarbetarnas kultur och kundernas bild av varumärket. Hemköps medarbetare visade inom flera olika områden att den interna varumärkesstrategin är väl fungerande och deras sätt att jobba kan stärkas av forskarnas teorier. Framför allt har Hemköp flera lojala medarbetare och utmärkta verktyg och planering för en fungerande intern kommunikation. Det finns några luckor som behöver omstruktureras och bearbetas, bland annat hur man ska få medarbetarna att stanna kvar och utvecklas inom företaget.

Esta dissertação busca uma reflexão crítica sobre a comunicação nas relações de trabalho no contexto da comunicação organizacional no Brasil. A partir de investigações preliminares sobre esta área de conhecimento, notamos que suas discussões a respeito desta temática apresentavam poucas análises críticas apoiadas nos aspectos que tem configurado as transformações contemporâneas no mundo do trabalho. Este cenário despertou nosso interesse em compreender como determinados estudiosos, bem como a Associação Brasileira de Comunicação Empresarial (ABERJE), ambos considerados vozes representativas da área, concebem as relações entre organizações e trabalhadores por meio da comunicação. Com base neste objetivo principal, desenvolvemos esta dissertação, em suma, seguindo duas etapas de nosso percurso metodológico. A primeira refere-se às análises de certas vozes autorais significativas para a área da comunicação organizacional. Já a segunda contempla análises da revista Comunicação Empresarial publicada pela associação. As análises deste periódico foram balizadas, em grande parte, pelos estudos do campo da sociologia do trabalho, cujas discussões nos possibilitaram entender as distintas modificações concernentes ao mundo do trabalho. Finalmente, constatamos, em especial, que a área da comunicação organizacional, a partir do seu pensamento hegemônico calcado na gestão estratégica, apresenta interesses orientados a planejar estratégias de comunicação que possam auxiliar as tentativas de organizações em mobilizar a subjetividade do trabalhador, buscando incorporá-lo à própria racionalidade das organizações. / This dissertation seeks a critical reflection on the communication in working relationships in the context of organizational communication in Brazil. Beginning with the preliminary investigations on this field of knowledge, we noticed that discussions about this subject have not expressed enough analyses supported by aspects that form contemporary transformations in the world of work. This scenario proposes an understanding: how certain scholars, and the Brazilian Association for Business Communication (ABERJE), both considered representative voices from this field, comprehend the relationships between organizations and workers through communication. From this main objective, we developed this dissertation, in short, in two steps. First, we analysed important voices of scholars from field of organizational communication. Second, we analysed the magazine published by ABERJE. This analysis of the magazine have been supported by studies of sociology of work; it help us to understand changes about the world of work. Finally, we verified that the field of organizational communication, from its hegemonic thinking based on strategic management, tries to plan communication strategies that can help organizations in their attempts to mobilize the subjectivity of the worker to rationality of organizations.

Alinhamento estratégico da comunicação e dos objetivos organizacionais. Tem-se como objeto de estudo a comunicação interna como fator propulsor da obtenção dos objetivos organizacionais. Objetiva-se analisar as estratégias de relacionamento interno utilizadas para a obtenção dos objetivos organizacionais. Pretende-se, também, identificar se há alinhamento entre as estratégias de comunicação interna da Companhia Vale do Rio Doce e os objetivos organizacionais. Aborda-se a evolução da sociedade e da organização. Apresentam-se as modernas teorias de gestão organizacional. Demonstram-se os impactos das transformações do macro contexto no desenvolvimento da comunicação organizacional. Trata-se da dimensão estratégica da comunicação organizacional e dos aportes teóricos que a sustentam. Discute-se a comunicação interna como fator propulsor da obtenção dos objetivos organizacionais. Finaliza-se com um estudo de caso sobre a comunicação interna da Companhia Vale do Rio Doce, onde foi traçado um cenário que demonstra o alinhamento do planejamento da comunicação interna aos objetivos da empresa. / Strategic alignment of organizational communication and objectives. It has as the object of study internal communication as a propulsive fact for achieving the organizational objectives. It aims to analyze the strategies of internal relationship used to achieve the organizational objectives. It also intends to verify if there is alignment between the strategies of internal communication of Companhia Vale do Rio Doce and the organizational management. It demonstrates the transformation impacts of macro context in the development of organizational communication. It deals with the strategic dimension of organizational communication and the theoretical supports that maintain it. It discusses the internal communication as a propulsive fact for achieving the organizational objectives. It ends with a case study about the internal communication of Companhia Vale do Rio Doce, where is outlined a scenario that portrays the alignment of the internal communication planning with the company\'s objectives.