Abdullah Albaqami MGMT 402 In a workplace increasingly swirling with change, where the people part of the equation is increasingly critical to organizational success, getting communication right could be the defining factor in gaining competitive advantage. The importance of human capital: the idea that people are increasingly the only asset that differentiates one organization from another; puts human resource management (HRM) squarely at the forefront of the rapid change toward an information based economy. People need to know what's in it for them and HR program components hold the answers. The best designed benefits package or most elegant compensation design will fail if no one fully understands and appreciates it. Thus, no other function could benefit from effective communication skills more than human resources. Broadly speaking, effective communication is "leader-driven and attempts to help people understand the market forces that shape the actions and strategy of the business." (D'Aprix, 1996) This means that communication planning should incorporate how to drive employee behaviour to fulfil business outcomes, not simply the tactics and channels used to disperse information to a workforce. The result for business, and hence HRM, has been the challenge of getting the right people in the right place doing the right work in the right way. It may sound simple but is complicated by the simultaneous demographic changes challenging the working world. The population is aging with more employees wanting to stay put for longer at one end of the spectrum, while at the other end younger workers are moving more often. However, 75 percent of the jobs available are in the information, technology and service sectors, areas which
traditionally skew toward younger applicants. Amid this change, HR and other managers are faced with rallying their people around a set of common goals aimed at winning in the marketplace, and building such affiliation by negotiation among various employee groups is no easy task.
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