Internal Communication in Nation Trust Bank

This assignment delves into the critical aspects of internal communication within Nation Trust Bank (NTB). It examines the organizational structure, communication flow, content dissemination, and overall climate prevalent within the bank. The analysis aims to understand how these factors contribute to employee engagement, productivity, and the bank's overall success.

MANAGING CORPORATE
REPUTATION

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 EVALUATION OF THE CONCEPT OF CORPORATE IDENTITY AND ITS
RELATIONSHIP TO CORPORATE REPUTATION....................................................................1
1.1.1 Introduction to Corporate Reputation ...........................................................................1
1.1.2 Importance of Managing Corporate Reputation............................................................2
1.1.3 Corporate Identity..........................................................................................................2
1.1.4 Relationship between Identity, Image and Corporate Reputation.................................2
1.2 CRITICAL ANALYSIS OF CORPORATE STRATEGY AT NTB, STRUCTURE,
CULTURE & SYSTEMS AT NTB. ...............................................................................................4
System....................................................................................................................................5
Culture on NTB .....................................................................................................................6
1.3 CORPORATE IDENTITY STRATEGY TO STRENGTHEN REPUTATION......................7
Communication strategy to strategy key stakeholders...........................................................7
Proposed changes to structure................................................................................................8
Proposed changes to Culture................................................................................................10
Financial and political consequences...................................................................................10
TASK 2..........................................................................................................................................11
2.1 EMPLOYEES RELATION ....................................................................................................11
Two considerable aspects of employee engagement............................................................11
2.2 EMPLOYEE RELATION STRATEGY OF NTB .................................................................11
Communication....................................................................................................................11
Behaviour.............................................................................................................................12
2.3 EMPLOYEE ENGAGEMENT STRATEGY..........................................................................12
Importance of employee management..................................................................................12
Strategic Recommendation...................................................................................................13
Financial and political consequences...................................................................................15
TASK 3..........................................................................................................................................15
3.1 Discussion of critical role of employee communications...............................................15

Importance of maintaining employee relations & evaluation of employee communications.16
3.2 Critical assessing approach to internal communications................................................17
3.3 Recommendation of an employee communication strategy to strengthen corporate
reputation..............................................................................................................................18
CONCLUSION..............................................................................................................................19
REFERENCES..............................................................................................................................20
APPENDIX A................................................................................................................................23
1.Company background........................................................................................................23
2. Financial performance......................................................................................................24
3. Competitor Analysis.........................................................................................................26
5. Comparison of customer and services portfolio 2016......................................................27
6. Awards and achievement..................................................................................................29
APPENDIX B................................................................................................................................30
Analysis of Nation trust bank corporate identity..................................................................30
Communication Mix of Nation trust bank............................................................................30
Corporate behaviour.............................................................................................................31
Stakeholder attribute.............................................................................................................33
Different dimensions of corporate identity...........................................................................33
Analysis of NTB Corporate Culture.....................................................................................34
Cultural web.........................................................................................................................34
Analysis of NTB Structure...................................................................................................35
Stakeholder Audit.................................................................................................................35
Communication Mix ............................................................................................................38
Internal Communication.......................................................................................................39

INTRODUCTION
Managing corporate reputation is the key function and responsibility of organisation
where the focus of firm is conducting smooth flow of business operations in order to maintain
effectiveness in Goodwill. In accordance with corporate reputation, it can be said that major
influence on business is of culture, character and identity. These are the core characteristics
which reflect effectiveness of services in accordance to dynamic market trends. The report will
outline reputation of Nations Trust Bank Plc. which is an overseas trust bank and is among the
fastest growth firm as per agility and responsive model.
However, to develop critical understanding over reputation of NTB bank, the focus of
study is on critically analysing and comparing its aspects with regard to changing business and
business environment. Further, to develop understanding over all the aspects of reputation, the
report is focused on analysing employee’s engagement and importance of communication with
stakeholders for successful management of corporate reputation.
TASK 1
1.1 EVALUATION OF THE CONCEPT OF CORPORATE IDENTITY AND
ITS RELATIONSHIP TO CORPORATE REPUTATION
1.1.1 Introduction to Corporate Reputation
According to Bear, Rahman and Post, (2010), corporate reputation is the concept which is
based on collective judgements of an enterprise. It is the key element which is related to good \
will and market position of firm. The corporate reputation of firm is based on three key elements
that is culture, identity and character of an organisation. In accordance with corporate reputation,
culture is the collection of values, beliefs and practices of organisation which act as base of
business functioning. The positive culture helps in maintaining effectiveness in work
productivity. However, a per the views of Walker, (2010), shared values and beliefs of firm are
the core practices which help company in gaining advantage over competitive goals and
objectives.
Apart from this, as per Lai, Chiu and Pai, (2010), it has been analysed that corporate
reputation represents effectiveness in employee and employer relation in an organisation which
is based on six elements, that is, capturing of data, ethical working, board committee and agenda,
broader interactions and gathering insights of business process.
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Further, according to Helm, Eggert and Garnefeld, (2010), it has been discussed that in
order to maintain effectiveness of corporate identity in context to reputation, it is necessary for a
firm to focus on shaping opinions and working values of internal environment which will assist
in managing productive in business operations. It is rooted with organisational beliefs, structure,
strategies, investors and labours. In this, the focus of firm is on satisfaction to stakeholders in
order to manage effectiveness of corporate goodwill of an enterprise. Thus, it can be outlined
that corporate reputation of firm is concerned with integrity, ethicality, reliability and
respectability.
1.1.2 Importance of Managing Corporate Reputation
As per the views of Walker, (2010), it is important for an enterprise to manage the cost
efficiency of business operations in order to offer products at considerable price by managing
profits. On the other hand, cost leadership of entity is the characteristic which reflects its
successful management of business operations. Thus, it is important for an organisation to
manage compatibility with character factors in order to manage the corporate reputation.
Corporate reputation represents trustworthiness and reliability on the stakeholders of
business changes and innovation. It is related to individual’s interest in practices of enterprise.
Cost leadership, differentiation, goals and objectives are the basic business strategy.
1.1.3 Corporate Identity
According to Roper and Fill, (2012), identify is the term which reflects firm’s ability to
determine value of its products and services as per market acceptance. Further, it is important for
the firm to manage effectiveness of brand identity and visibility because it the core concept
which reflects consistency and resistance ability of commercial enterprise. As per the views of
Ponzi, Fombrun and Gardberg, (2011), corporate identify is based on three factors of identity
mix that is communication, symbolism and behaviour. The model is based on developing symbol
for brand which helps in recognising name of brand.
Caruana and Ewing, (2010), has discussed about hybrid identity which represents the
range of ethnicities living within firm which represents its cultural norms and values. It is the
phenomenon which helps in grouping functions of organisation in order to manage effectiveness
in services. Practising these policies and plans helps the firm in successful management of
identity its stakeholders.
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1.1.4 Relationship between Identity, Image and Corporate Reputation
Culture, identify and character are the core elements which are related to corporate
reputation of firm. Every concept share different practices and management function but it is
important for the firm to coordinate three elements together for managing corporate reputation.
Interactive factors of corporate reputation are related to internal and external activities of firm
that is media activities which allow the enterprise in marketing their products and services which
help in creating effective communication (Melo and Garrido‐Morgado, 2012). Further,
communication of enterprise is concerned with shareholder’s perception over the services of
company
Shareholder’s perception and character of firm helps in developing product identity
which assist in managing effectiveness in overseas exchange and trading. However, the cultural
factors are related to employee’s management which help in promoting brand and increasing
visibility. As per Fombrun, corporate reputation of organisation can be managed by considering
facts like, profitability that is financial condition which assist in determining companies ability to
pay off its debts (Walker, 2010). In addition, it protects stakeholders interest with an enterprise
because shareholders are the key investors of firm and holds share in profits and losses of firm.
Apart from this, volatility of business is related to its corporate reputation which helps in
determining ability to resist and consistency in dynamic trends of market. Thus, brand visibility,
3
Illustration 2: Determinants of Corporate reputation
Illustration 1: Determinants of Corporate reputation
Source: (Helm, Eggert and Garnefeld, 2010)

advertising, working style and ethical functioning are the key concepts which determined
company reputation in corporate environment.
1.2 CRITICAL ANALYSIS OF CORPORATE STRATEGY AT NTB,
STRUCTURE, CULTURE & SYSTEMS AT NTB.
Corporate strategy
In accordance to functions in of Nation trust bank, it can be said that the firm is
successfully managing alignment of its strategies by expanding its exchange services with the
helps of innovation culture. Employees satisfaction is the foremost priority of NTB bank where
the work begins at 9:00 am and last by 6 PM. In accordance to manage positivity in NTB culture
the management has established set of rules which aims at common interest and working values
of workers.
Further, to establishing positive and motivated work environment, the management
focuses organising different motivating and playful activities such as inter departmental quizzes,
annual sports day events, corporate function, meetings and annual excursions (Melo and Garrido‐
Morgado, 2012). In addition, the focus of management is also on managing effectiveness in work
for which the firm aims at organising regular training and developments for old and newly
recruited employees.
Brand identity is unique logo which represents name ad functioning. However, to manage
identify functions the firm has its own symbol which represents its successful functions.
Employees and middle management team of NTB is focused on managing promotion of identity
in order to make brand visible among overseas customers. The value of chain of National bank is
based on employee view, identity, customer and image. In order to manage effectiveness of
value chain the focus of firm is on loyalty and satisfaction of customer because these are the
individual who are directly related to brand visibility and identity (Bartikowski and Walsh,
2011). Identity aspects of bank are as follows:
1. Symbolism: The bank has its own logo which represents its corporate identity overseas.
The logo of bank is supportive recognition which helps in effective positioning of firm as
per consumer response to its services.
2. Behaviour: NTB is innovative in behaviour where the management functions are base on
managing creativity in overseas enhance services in order to attract customers.
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3. Communication: The bank has open and transparent communication which helps in
protecting interest of stakeholders. Further, effective communication in enterprise helps
in effective decision making and encouraging employee participation.
4. Employee view: For managing employee view the bank is focused on unique re-
enumeration, opportunities for skill and career development.
System
The ratio of dimension of nation trust bank represent effectiveness of its services and
corporate reputation which are described below:
Dimension Attributes Ratings (0-5)
Goods and services Value of Money
Quality
Customer satisfaction
4
Innovation Creativity
First in market
Easy access and adapt
3
Performance Growth
Profitability
Results
4
Governance Ethical principles
Fair business practices
Transparent
4.5
Workplace Equal opportunity
Safe working environment
Rewards
5
In accordance with dimension and ration it has been analysed that nation trust bank has
profit of LKR 3.37 Bn in 2017 and is focused on making innovation in banking services. Like
with the emergence of digital technology the organisation has digitalised its bankings services in
Sri Lanka which has established easy mode of access to banking services NTB bank. ON the
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other hand, from services, it has been discovered that the management and its services of bank
are focused on customer satisfaction and more than 80 percent of service users are satisfied with
firm and its quality of services (Walsh and Beatty, 2017).
Bank is operation in Sri Lanka from last many years and now the focus of firm is on
expanding, digitalising and making innovation in banking services in accordance with rivalries.
The bank is among one of the fastest growth firm and is focused on agility of business operation
with the helps of responsive model. To increase its physical presence the bank ha opened its 93
branches around the county. Moreover, NTB has 138 ATMs, 53 leasing centres, 7 personal
banking centres, telebanking, internet banking, mobile banking and SMS banking excesses its
delivery channels (Ponzi, Fombrun and Gardberg, 2011).
The success of corporate reputation of bank is reflected in its vision which is to help
people in achieve their desired goals. Further, the impact of character and identity is denoted
with bank vales which is to focus of agile proactive, wining togetherness, trust and excelling
banking services. In addition, changing inflation rate and economic downturns are another risks
factors which can hinder effective functions of NTB bank. Further, substitution in banking
services from competitors is another factors which impact innovation ability of firm which can
be risk to its corporate reputation (Helm, Eggert and Garnefeld, 2010).
Structure
NTB is local private bank and it implements the use of hierarchical structure where
power lies within the top layer that in hands of chief executive officer and board members.
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Culture of NTB
In above discussion, it has been analysed that culture is the aspect of firm which is related
to organisational shared beliefs and practices which is directly related to increasing productivity
of NTB. In accordance with human capital of NTB, it can state that the employee turnover of
bank has improved from 14 % to 13.2 % which demonstrate increase in 477 workers in NTB
(Bartikowski and Walsh, 2011). In addition, the firm is focused on improving employee
participation in activities of bank for which the management aims at employing young pool and
the average age of workers is 28 and 40 percent of employee percent represents female
employees.
1.3 CORPORATE IDENTITY STRATEGY TO STRENGTHEN
REPUTATION
Communication strategy to strategy key stakeholders
Communication with stakeholders is the key aspect which helps the firm in protecting
interest of these people. The bank operates under ethical communication principles which helps
the enterprise in serving satisfaction to its service users and employees. The management of
bank is focused on improving communication at all levels in order to improve public relations
which will assist the bank in managing effective corporate reputation. However, it is the core
responsibility of NTB to ensure effective involvement and participation of stakeholders in
business activities and decision making, for which the management implements use of different
communication style with stakeholders which are described below:
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Shareholders: NTB engages with its investors one to one which helps in protecting
interest of individuals as per their investment and needs. IT helps the bank in analysing
individual needs and interest with business operations (Walsh and Beatty, 2017). However, one
to one engagement and communication is the strategy which helps the organisation in managing
effective corporate reputation.
Customers: NTB implements the use of corporate social responsibility where the focus
of organisation is to enable convenience and flexibility over bankings services. Further, the bank
is aiming at providing education tin rural schools in order to promote living standard of rural
people.
Suppliers: These are the core stakeholders of bank and therefore to protect interest of
theses people the firm aims at establishing use of written ongoing communication. It is the style
of interaction which helps in developing familiar routine with market requirement and changes in
resources.
Government and central bank: For successful communication with government the
bank focuses on implementing sustainable practices and continuous communication in order to
company with all the changing regulations and policies which are mandatory and effective for
banking operations.
Employees: There are on an average 2943 employees for whom NTB focuses on
employee engagement survey which is conducted annually. This assist the firm in analysing
employees interest with business and operations. Further, the bank conducts regular staff
meeting to analyse employee point of view on innovation requirement. Similarly, it also helps in
deriving needs of further training and learning programs. Further one to one engaging with
employees is the best strategy which can help the bank in improving communication and
managing issues at initial level.
Justification for the recommendation
In accordance with recommendation it can be stated that one to one interaction of
employer and employee is the best strategy which helps the management in resolving issues and
determining interest of people with bank and its operations. In addition, the firm can organise
learning and training programs in order to conduct informal discussion with workers. This is the
strategy of communications which determines core of issue.
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Proposed changes to structure
NTB implements the use of tall organisational structure which helps the firm in
determining needs of changes in hierarchical form. The organisation has highly
compartmentalized and paternalistic banking functions which helps in corporate management of
different banking teams. Apparently, sub banking units in NTB falls under chief manager where
flow of information is slow about the decision in structure are market oriented and therefore
helps the firm in managing changes according dynamic market trends (Bartikowski and Walsh,
2011). The guidelines and structural rules of firm are ethically arranged and practised which
helps the businesses in maintaining positive in culture.
NTB considers reputation management to be solely driven by communications through
the assessment of risk management strategies. There is no separate department or function which
solely manages reputation at NTB, all reputation related matters in terms of campaigns
promotional offers, press releases etc are channel to towards the communications' department.
Other reputation related matters with regard to managing stakeholders, administration matters are
managed by risk and compliance department by the risk & compliance department.
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As per proposed chart it can be said that it is important for the company to manage power
and responsibility distribution in structure. Compliance manager in legal department will assist
the bank in managed changes and governance rules as per changing political situation and
governmental regulation (Walsh, Dinnie and Wiedmann, 2016). Further, training manager will
assist the bank in organisation regular learning programs in order to assist employees with
changing customer needs and requirement of innovation.
Justification to changes in structure of NTB
Changes in structure of business are planned according to risk management chart from
which it has been discovered that it is important for an organisation to focus on development new
banking product in order to keep a check on industry rivalry product strategies. Further, manager
for learning and development will be necessity of bank because the individual will help the firm
in determining changes of economy. Further, from the evaluation, it has been determined that it
is important for the firm to hire expert for compliance with regulation. The person will only be
responsible for managing with governance practices by government.
Proposed changes to Culture
In accordance to proposed changes in structure, it has been analysed there are changes
which required to be done in baking culture in order to formulate and modify current polices and
practices of NTB. Proposed changes in culture of bank are as follows:
 Modification of training and learning environment in order to boost working practices
and polices of employee in one common direction. The training will be given by training
manager in order to motivate employees and encourage their participation in learning and
banking activities (Lai, Chiu and Pai, 2010). The focus of firm is non promoting market oriented culture in organisation in order to
protect interest of each and every employee and to manage risk in uncertain situation like,
changing customer requirements, economic downturn, fraud etc.
Justification to proposed cultural changes
In accordance with derived cultural changes of NTB bank, it has been analysed that it is
important for the firm to ensure common safe internal practices. However, the motive of training
is to promote common practices among employees and enable learning environment in order to
boost education and knowledge among workers. Apart from this, regulation communication with
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staff members will help in developing strategies and promoting market oriented decision making
in banking operations.
Financial and political consequences
Financial consequences
 Changes in administrative and cultural environment will increase cost administration
which will impact cost effectiveness of banking functions and management.
 Organising of training and learning session for employee which will also increase cost
function of NTB.
Political consequences
 Structural changes will lead to functional changes which will be time consuming and will
take time to head with political changes.
 Lack of knowledge over market changes will impact adaptability of NTB.
TASK 2
2.1 EMPLOYEES RELATION
Two considerable aspects of employee engagement
It is very important for NTB to maintain better relations with employees so that an
effective organizational culture is maintained. Employee relation is a function in which internal
groups communicate with each other (Epstein, 2018). A corporate culture is always recognized
by employee relation. It reflects on how organizational culture is maintained. Basically, there
are two aspects through which employee relation can be maintained. These are as follows :-
2.2 EMPLOYEE RELATION STRATEGY OF NTB
Communication
It plays a crucial role maintaining relations between management and employees. It helps
in solving conflicts so that gaps can be minimised. Every organization follows a specific
structure for communication. Interaction in organisation is a key criterion which helps the firm in
effective decision making and encouraging employees participation. This ensures that employees
communicate to management in effective manner. Besides this, a communication strategy is also
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developed that helps in building employee relation. This strategy contains four elements that are
as follows :-
Efficiency- It describes about activities that are followed in corporates to maintain
employee relation. Effective involvement of employees helps the firm in increasing efficiency of
business operation because it determines individual interest with business operations.
Shared meaning- It refers to sharing of goals and objectives with employees so that they
understand what is their role in organization (Crane and Matten, 2016). Designing and making
employees work on shared perceptive and meaning helps the organisation in managing
effectiveness in organisation culture. It is the most effective approach of aligning employee
activities in one common direction.
Connectivity – It shows that how employees are connected through a common chain
with activities and people. It gives a clear view of communication structure.
Satisfaction- this refers to satisfaction that is gained by employee in organization. It
helps in improving their performance and motivating them. Interaction with employees is the
perspective on the basis of workers are able to interact with each other. However, when
interacting with management the workers feel powerful which assist in serving job satisfaction.
NTB has developed an open climate in which employee can communicate independently.
There is a proper structure followed in which different levels exist. Moreover, they are involved
in various corporate activities to increase employee engagement.
Behaviour
Along with communication, it is important that behaviour is also analysed. Employee
behaviour reflects how motivated or satisfied employee are. Corporate culture is always
developed by developing two way relationship between employee and employer. Behaviour
helps in building trust among employees. A positive behaviour will help in working in different
circumstances. Moreover, it enables in developing their overall growth. Employees are trained
to work in different circumstances (Carroll, 2015). This impact their mind in positive way.
Management of NTB has enabled to gain trust of employees. It has created an environment in
which conflict are resolved effectively. The behaviour of employees is good towards colleagues
and management.
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Culture of NTB support employee involvement because it empowers employees which
enables sense of responsibility and authority among workers. The bank do not restricts
individuals opinions and idea and it is the core reason which derives positive behaviour and
involvement of staff members with functions of NTB. Further, effectiveness in operation and
culture is reflected by appreciation of manage. Appreciation is done with the help of rewards,
incentives and flexibility in working.
2.3 EMPLOYEE ENGAGEMENT STRATEGY
Importance of employee management
Employee management refers to developing a process through which interaction with
employee can be increased. With this, employee commitment increased that leads to achieving
goals and objectives. It is the responsibility of human resource to manage employees so that
efficiency can be increased. Its importance in corporate is employees become well aware of their
roles and duties. An effective employee management will reflect the corporate reputation.
Usually, it is applied in overall organization to engage them with activities. NTB has been able to
develop a distinct image in corporate (Epstein, 2018). Its employees are engaged in different
activities. There are certain drivers that is followed by NTB in their culture. These are self
discipline, leadership and management, etc. these all help in free flow of communication. Also, it
gives empowerment to employees to take part in decision making. The model of employee
engagement is described below :-
Katz and Kahn model – They identified three levels of employee engagement. These
are explained below :-
Joining organization- It is related to recruiting employees in organization. In this it
shows for how much time employee has stayed in organization.
Dependable behaviour- It states that employee behaviour depends on job performance.
If employee will be satisfied with job then the impact will be on his behaviour.
Innovative behaviour- It shows how employee interact with colleagues and how they
work in organization. Innovative behaviour will develop when they will give suggestions for
improving corporate culture.
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Strategic Recommendation
In order to maintain employee management it is important that NTB develops some
policies. It will help in maintaining employee relation as well as improving its reputation. There
are several recommendations that can be followed by NTB. These are as follows :-
Developing employee blog – NTB can develop an employee blog that will help them to
interact with each other. On this they can share their ideas and provide solutions to problems.
Also, it will help in guiding others in completing their task (Crane and Matten, 2016). A blog
will be useful for NTB in building a creative working environment. Employee can solve issues
with this or they can directly contact high level management (Lai, Chiu and Pai, 2010).
This is the successful strategy because in this the employers will be able to share their
views and operations of company freely which will helps bank in determining needs of
improvement in services and functions in order to serve employee satisfaction. Further, this the
strategy of engagement of different workers at one platform. However, combination of options
and advises will be effective for decision making.
Conducting surveys – By conducting survey NTB can obtain feedback of employees. It
will help them to analyse their behaviour and finding out gaps that occurs. With this measures
can be taken to improve inter relation among them (Bartikowski and Walsh, 2011). Besides this,
survey also helps in evaluating employee engagement so that training can be provided to them.
However, survey is a transparent method of addressing issue where employee share their
views on the basis of question. It is the strategy which helps in motivating employees because it
is concerned to workers point of views over organisational operation's. However, the survey
results are used by bank as feedback on the basis of changes in structure, culture, communication
are made. Thus, as per this, it is outlined that it is important to conduct survey because it helps in
improving collaboration between different organisational departments.
Developing focus groups – By creating teams employees of different department in NTB
will interact with each other. They will work with each other and discuss how task can be done.
Furthermore, while working in teams issues can be discussed. This is the strategy of ongoing
issue analysis and management. In this the management communicates with employees with
work on regular basis. This is the most suitable strategy of encouraging employee engagement
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because it allows analysis if issues at initial level. Apparently, it is effective when the focused
group is conducted by external person because due to lack of trust and fear various issues left
undisclosed and unsolved.
Implementing digital tools – various digital tools and equipments can be installed by
NTB It will be useful in taking mutual decision with the help of employees. Also, it will benefit
in making aware about any change (Carroll, 2015). Digital tool will help in communicating with
employees who are working in different area or unit. In this way employee engagement can be
enhanced. Apparently, digital engagement is the best strategy because it assists in easily
connecting with employees at informal and formal level. It is the simplest and convenient way of
approaching workers.
Financial and political consequences
The implementation of digital tools or equipments can lead to several consequences in
NTB. But the major two are described below :-
Finance
 The implementation of digital tools will lead to increase in cost of NTB Also,
organization may have to hire expert for maintaining those tools.
 Separate installation which increases cost functions.
 Conducting surveys and meeting hinder cost effectiveness of business functions. It
interrupts overall alignment and leads to uncertain expenses and cost functions.
Political
 Manager or leader may be dissatisfied with decisions that are taken by management.
They might think that involving employees in decision making may interrupt them to
take effective decisions (Helm, Eggert and Garnefeld, 2010).
 Moreover, they might think that tools can expose the NTB culture. Along with this,
manager might feel that taking frequent feedback may reduce their efficiency. Employee
may feel demotivated due to this.
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TASK 3
3.1 Discussion of critical role of employee communications.
Nation trust bank is the leading public bank which was established in 1999 bu acquiring
the Sri Lanka branch which is highly influenced by their employees (Certo, 2018). Besides,
employee is the long lasting process is very much productive and energetic in terms of national
growth level. Apart from that, communication is the long lasting performance and long lasting
effective work process that helps to keep the all employees connected and influencing. Effective
communication can increase employee engagement, boost workplace and productivity level.
Nation trust bank take effective working advantage from the effective communication from
employees that helps to take the good effective growth channel. Moreover, there are different
types of communication in within the working environment that helps to make more
conversation process such as internal communication, marketing communication, government
relations. Internal communication process will help Nation trust bank to adopt better working
environment within workplace (Cornelissen and Cornelissen, 2017). Apart from that, it will also
help to take the better approachable task making work and process of working. On the other
hand, sometimes miss communication can also lead the negative environment and spread
negative activity among all other employees which is not good for the company surroundings.
That also create new low performing goals and task making performance goals. This process is
vital in order to improves the interface between management and the employees to fill the gap in
internal communication. Moreover, it also requires to take the most enlarging performance level.
Nation trust bank has adopted tall communication structure in within their organisations that
helps to share in between thoughts. Management at all level of the organisations play a
significant role in the communication that flows down to employees.
Tall organisation is one of the organisational structure is the most famous because of its
time tested and effective. This structure will help top management to take major decisions
regarding operational strategy. On the other side, it also affects the business environment by
taking it's in progress environment and long lasting process. The main advantageous of tall
structure of communication is that, strong chain command on the all the structure level. Overall,
it brings new opportunity and challenges. Besides, it also affects the better services and growth.
Moreover, communication is the long lasting performance and task making performance level. It
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helps to take the new effective and challenging nature for the company. In other terms, this also
affect the organisation output if this communication are not good in between the employees.
Importance of maintaining employee relations & evaluation of employee communications.
Maintaining effective employee relation will give the better task oriented process that
helps to take the new effective sources of planning and growth (Dubin, 2017). It is the
prerequisites' success for the company organizations. Strong employee relation is very much
necessary and effective for the long lasting performance making work. Besides, it also helps to
take the long lasting performance and effective process that makes the effective process working
environment. Employee realization is also very important to sustain the customer satisfaction
with the company services.
3.2 Critical assessing approach to internal communications.
Internal communications strategies are the most influential and long lasting performance
making work. Nation trust bank needs to make internal environment effective and productive is
better for Nation trust bank that makes the most prominent and long lasting performance. In spite
that, it will take new challenging and generating skills and wants (Mishra, Boynton and Mishra,
2014). This makes employees more happy and satisfied withing internal environment and takes
better effective environment withing environment. It is the long lasting and effective
performance that makes employees so grateful and effective. Long effective makes the proper
way of enlarging and long lasting effective growth. Moreover, this also helps to take the new
effective task oriented process making work. Internal communication will also make the long
lasting impact on behavior of employees satisfaction. Effective performance will take the better
growing performance making task. The main Concept or purpose of Nation trust bank is based
on culture and style of communication is formal type of communication which includes
downward communication which occurs in the management communications with its
subordinates. Basically, it also influenced employees in negative manner due to miss
communication and less connectivity with top management teams (Mone and London, 2018).
Because of top to down approach top management is not very much capable to take the better
decision making approach. Company also acquire to adopt and follow the downward typically
make the proper implementing process that makes the proper implementing decision making
approach. On the other hand, Company also faced many challenges in ER functions which are
given less feedback from the lower departments due to which flow between of communication
17

will become low and diminishing the better effective of work. Along with that, or might be it
flows negative information in between the departments. In terms of content, employees believes
that it is the satisfactory approach for Nation trust bank that provides input to employees about
their role and their relative standing in the larger corporate scheme standing in the larger
corporation (Mone, and London, 2018). The main purpose of the flow of communication is that
to make all employees updated and strategic. Nation trust bank also adopt the cloud based
intranet enhancing employee communication in the company to gives better support and brand
and directly support to employee motivation. It also helps to bring new ways of performing
things in enhancing the better motivation performance. More along with that, company also
adopting an online forum strategy that will incorporate social applications to make better
communicate level. This also makes the proper implementing process that makes the proper
effective and growth. Overall, effective communication should adopted by the organization to
make better flow of communication in the system. This overall strategy will more connect the all
employees between all departments to make flow of communication in more productive manner
(Song-Turner and Polonsky, 2016).
3.3 Recommendation of an employee communication strategy to strengthen corporate reputation
Advanced technology is emerging as great tool for managing communication in simpler
manner. It is the emergence which has established easy mode Of practising business functions.
However, in accordance with communication of nation trust bank, there are few
recommendations which can be made to improve its communication which are as follows:
1. Cloud intranet integration for improving communication with workers: This digital
integration will assist the firm in improving communication between employer and
employee. It s the technique of promotion which establishes company as base for
communication. Accessibility to every department and employee helps the management
in managing motivation and communication with all the workers. It aims at promoting
easy model of interaction and therefore can be suggested to NTB bank of improving
organisation communication for issue management. It helps in centralizing information
which ensures accessibility of every workers. In accordance to entire discussion it can be
said that digital communication is easily accessible and encourages interaction of staff
members at every level regardless of organisation structure. Thus, it will help in
overlapping boundary of tall structure of NTB especially for communication.
18

For example, implementing cloud communication will help in centralising every single process
of banking that is HR work life process, rewards, incentive, performance analysis,
communication policies and payroll issues etc. Apart from organisation functions and interaction
cloud integration will help the firm in gathering data of potential business persons and customers
which can helps the bank in managing growth. It will help in determining needs of different
people which will assist in managing effective innovation in services.
2. Social media interaction: It is another effective digital communication approach which
encourages informal interaction of people. It incorporates use of social media channels
such as Instagram, Facebook, twitter, LinkedIn etc. It can be implemented in NTB for
improving cross departmental interaction which will helps in resolving various
management issues. Moreover, it is effective for managing innovation in bankings
services because information cross departmental interaction is the best approach to
collected different ideas and opinion over one specific situation. Combing different
opinions will also help bank in managing effectiveness in deposits and cost effectiveness
of services. Thus, as per the discussion, it can be said that NTB should implement the use
of social interaction because it will help in collection and analysis of different ideas and
opinions to improve and banking operation's in order to serve customer satisfaction.
For instance, in NTB social interaction will help in promoting company and its services except of
emailing concept which is hardly approachable in modern era. It will help in communication
message in most convenient and approachable way.
Hence, as per the discussion, it ha been outlined that digital communication is the best way
which can assist NTB in encouraging effective communication at both level that is customer and
organisation. It is the advancement which helps in developing familiarity to changing market
trends.
CONCLUSION
The report summarized about the corporate reputation which I concerned with the
goodwill of firm in market. It is important for the firm to keep a check over three key
consideration that is organisational culture, character and identity in order to manage
effectiveness of corporate reputation. The report discussed on elements of Nation trust bank
Srilanka, which is one of the fastest growing bank of country and is focused on employee and
customer satisfactory banking operations. The report outlined about structural and cultural
19

changes which will helps the firm in managing business functions in accordance to dynamic
trends of business environment. Hence, it concluded by determining financial and political
consequences which arise with prosed changes in employment engagement strategy and cultural
and structural modification.
20

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pp.506-531.
Walker, K., 2010. A systematic review of the corporate reputation literature: Definition,
measurement, and theory. Corporate reputation review. 12(4). pp.357-387.
Walsh, G. and Beatty, S.E., 2017. Customer-based corporate reputation of a service firm: scale
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Replication and short form. Journal of Business Research. 62(10). pp.924-930.
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Online
AWARDS / RECOGNITIONS BESTOWED ON THE BANK. 2018. [Online]. Available
through:<https://www.hnb.net/about-the-bank/awards>.
Corporate Management. 2018. [Online]. Available through:
<https://www.nationstrust.com/about/our-story/our-management>.
22

Nations Trust Bank ranked amongst Top 25 Corporates of Sri Lanka. 2015. [Online]. Available
through: <https://www.nationstrust.com/news?nid=49>.
Nations Trust Bank. 2018. [Online]. Available through: <https://www.nationstrust.com/>.
Nations Trust Bank: Annual report 2016. [Online]. Available through:
<https://www.nationstrust.com/about/investor_relations/ar-2016-ebook/#p=12>.
23

APPENDIX A
1.Company background
Nation trust bank is the fastest growing public listed bank which was founded in 1999. It
is Hong Kong based overseas trust bank which is now focused on acquiring Sri Lankan branch
(Nations Trust Bank, 2018). Further, the bank is listed in main board of Colombo stock exchange
with public float of 34.8 percent. The largest share in bank is of 64.9 percent which is handled by
institutional investors. However, it is one of the fastest growing bank which aims at maintaining
agility of business functions with the helps of different models and practices like, corporate
identity mix, shared values and beliefs, corporate social responsibility etc. These values and
practices of bank are assisting enterprise in managing niche position in market with competitive
banking plans.
The improving functioning of firm are resulting in expansion where the bank is focused
on expanding its network. Apparently, to success over networks for overseas exchange the bank
holds 93 branches and various customer service point. Brand visibility and physical evidence are
the major focus of bank in order to enhance its existence when expanding. Further, the success f
business operations is reflected in its increasing physical evidence which is demonstrated from
its 138 ATM's, 7 personal banking centres, internet and mobile banking and 53 leasing centres.
24

In addition, the vision of NTB bank is to assist people with finance in order to help them
in achieving their desired goals and objectives. Further, mission is to become market leader for
proving SMART finance services. Nevertheless, values of firm are the core of organisation
which establishes strong growing baseInstitutional investors hold 64.9% of the Bank’s shares led
by Sri Lanka’s leading diversified conglomerate John Keells Holdings PLC which is the largest
shareholder with a holding of 20% as at December 2017. for NTB bank that is proactive, agile,
together winning and trust. Thus, it can be outlined that objectives of bank are framed on the
basis of SMART tool w here the focus of firm is on time saving technological advance and
responsible finance services for overseas exchange.
2. Financial performance
25

As per financial projection and analysis it has been determined that Shareholders’ funds
are, Rs. 21.5 Bn, customer deposits is Rs. 194.3 Bn and Long-term borrowing is Rs. 19.7 Bn.
Further, from human capital evaluation it has been implied that there are total 2,943 employees
whose average age is 28 and Female representation is 40.5%.
In accordance with socially responsible capital it has been denoted that Investments in
CSR - Rs. 20.4 Mn and customer satisfaction score of bank is 80 percent. However, intellectual
capital denotes that NTB is listed amongst the top 25 corporates in Sri Lanka by Business Today
(The leading business magazine). On the other hand, manufactured capital of organisation
reflects that PPE is Rs. 3,364 Mn whereas investment in IT is Rs. 562 Mn.
26

3. Competitor Analysis
In accordance to market analysis, it has been determined that the Nation trust bank is one
of the growing bank and has market growth above various acquiring and retail bank (Corporate
Management, 2018). From the above illustration, it has been clearly demonstrated that NTB as
growing firm holds 8.6 percent of share and has deposits of 9.3 billion.
4. Vision, Mission & Values
VISION
We help people and businesses
achieve
today’s goals and tomorrow’s
aspirations
MISSION
We will work SMART to
become the most
respected financial services
provider
VALUES
Agile, Proactive, Excellence,
Winning
together & Trust
27
Illustration 3: Market Share

5. Comparison of customer and services portfolio 2016
The bank portfolio of financial products and services caters to the individual, corporate
and institutional clients based on their varying requirements. As a truly customer-centric
financial institution, they offered a wide range of valuable financial products from tailor-made
treasury products to retail products from leasing to American Express credit cards. These
products have accountable for the rapid growth of NTB and the uphold market stability.
CONSUMER
BANKING
SME BANKING CORPORATE
BANKING
LEASING
 Current and
Savings
Accounts
 Pawning
 Securities
Investments
Account (SIA)
 Remittance
 Bancassuarance
 Loans
(Personnel
Loans, Car
Loans)
 Customer
Segmented
Offerings
 (Private
Wholesale,
Institutional and
Corporate
Banking,
 Working
Capital
Finance
 Trade
Finance
 Term
Funding
 Banking,
 Treasury
services
 Investment
 Leasing and Hire
purchase
 Factoring
 Business banking
 Business Current
Accounts
 Nations business
investment
 planner
 X-press OD
 Post-dated
cheque
discounting
 facility
 Hire Purchase
 Financial
Leases
 Professional
Leases
28

Banking, Inner
Circle)
 Investments
(Nations Fixed
 Deposits, Call
Deposits)
 Special Foreign
Investment
Deposit
 Account
(SFIDA)
 Credit
(American
Express &
 MasterCard) &
Debit Card
Facilities
 Travel
Insurance
 Digital
Financial
Services (Frimi)
banking
 Transaction
al Banking
 Corporate
loans
 Treasury
and
Investment
(Nations Trust
Bank ranked
amongst Top 25
Corporates of Sri
Lanka, 2015)
 Nations Business
Loans
29

6. Awards and achievement
NTB has won numerous industry related awards and blazing new trails in the banking sector. In
accordance to awards and achievement analysis few awards re outlined below:
1. “The Category Award on Governance - CCS Awards 2017.
2. Winner of the Infosys Finacle Global award and Fastest Growing Retail Bank in Sri
Lanka (AWARDS / RECOGNITIONS BESTOWED ON THE BANK, 2018).
3. Most innovative Bank in Sri Lanka – World Finance Banking Awards 2011
4. Silver Award for the best Annual Report 2009 - League of American Communication
Professionals LLC
30

APPENDIX B
Analysis of Nation trust bank corporate identity
The name of bank is reflected in its symbol which represents it
strong identity. It is the unique logo which is brand identity and helps
in managing corporate reputation
The corporate colour of symbol is blue and oink which reflects its
free and democratic environment where no person restricted. Further,
it represents effective employee engagement and socially responsible
practices of firm which enables bong of trust and togetherness.
Communication Mix of Nation trust bank
CORPORATE
COMMUNICATION
MIX
ACTIONS OF NTB RATING ANALYSIS
Marketing
communication
Engagement with
communities NTB
directly interacts with
Local branch
engagement, social
events and sponsorship
3.5
Approaching to be
successful
As per analysis, it has
been determined that it
is important for an
organisation to
implement the use of
social media listening
model which will
helps the firm in
establishing effective
communication.
In addition, it is
important to
implement the use of
Responsible business
practices and
community
31

development and
empowerment.
Management
communication
2,943 employees
Average age of 28
years
40.5% female
representation
Continuous staff
meetings
Open and transparent
communication
Media interaction
4
Successful
Digital communication
Equal opportunity
One to one
engagement
Organisational
Communication
Individual customers,
SMEs and
corporations
Promotional
campaigns
Customer satisfaction
surveys
3
Approaching to be
successful
Digital communication
Product innovation
Transparent pricing
Corporate behaviour
Actions of NTB Rating (0-5) Analysis
Products and services
 The bank has a
customer satisfaction
score of 80% which
indicates the high
4
Successful
Constant market research,
analysis and customer
feedback helps understand the
customer needs & trends
32

levels of service.
 High value for money
given the innovative
products and service
provided as opposed
the competitors.
better
Innovation
 NTB takes innovation
as one the key success
factor of the bank’s
story and as a key
strategy towards the
future.
 Bank has been the first
in many banking
innovations, investing
in an innovation centre
for financial services
3
Moderate which demonstrates
approaching to level of success
Constant market studies and
analysis can help NTB in
understanding the market
trends and changing dynamics
of innovation.
Governance
 Effective governance is
supported and practised
with the use of an
ethical framework and
guidelines.
 The bank operates
while adhering to all
relevant regulations
and requirements,
while also embracing
4.5
Successful
The bank’s culture needs to be
formulated with regard to
accountability, fairness,
transparency and integrity in
decesion making.
33

voluntary standards.
Workplace
 The performance
appraisal system is
based on a self-
evaluation checklist
which is then enhanced
through line managers
and department heads.
 The company has a
performance appraisal
system in employees
fairly place for
remunerations and
benefits.
5
Successful
As per internal analysis and
employee engagement well-
being activities that build
community amongst
employees across different
functions & high investment
behind training & development
to motivate and enhance the
skills of the talent pool.
Stakeholder attribute
POWER LEVEL INTERESTS LEVEL
HIGH LOW
HIGH Key players
 Shareholders
 Customers
Keep Satisfied
 Central Bank
 Government
LOW Keep informed
 Suppliers
 Employees
Minimal effort
 Community
 Public
Different dimensions of corporate identity
Ideal identity Innovative and technological advanced services
Owns high level of Goodwill
34

Works with shared perspective and values
Conceived Identity Trusted bank (Nations Trust Bank. 2018Nations Trust Bank: Annual
report,2016)
No discrimination among customers
Communicated
Identity
Public listed bank
Based on based Overseas Trust Bank
Actual Identity Established in 1999
Industry is Banking global markets
Services are commercial banking and consumer banking
Parent firm NTB
Structure of organisation is tall that is Hierarchy
Desirable Identity The Fastest growing bank and recently acquired Sri Lanka
Analysis of NTB Corporate Culture
Cultural web
Dimensions Description
Symbols Bank has designed unique logo which represents it overall identity.
The organisation offers unified solutions and uniformity to
Stories NTB was established in 1999 and has acquired various portfolios and
American foreign exchange business in very early period. The bank
offers innovative and responsible banking and finance services to Sri
Lankans.
Rituals and routines Work begins at 8.30 am and it is reinforced by the bank to leave work
by 6pm. Annual Sports days, Inter- departmental quizzes and annual
excursions. Newly recruited staff go through a well conducted
training program along with on job training
Organisational structure Tall organizational structure. Paternalistic and Highly
compartmentalized operations.
35

Further, there is a corporate management team under which VPs &
chief manager for the SBUs and functions fall under. This suggest
that information and flows slowly (couple of weeks) and decisions
may take months. A market oriented culture is currently being
practised at NTB.
Control system Bureaucratic control system with strict bank policies given the
industry standards imposed by the Central Bank of Sri Lanka.
Operational & Information systems are put in place for all
departments. Keeping all customer data in one centralized system is
key for NTB, thereby making information accessible throughout the
bank. High tech systems which filter data, encrypt them and store for
future use.
Power structure As a local private bank the power structure of NTB places most of the
power within the top layer that is the board of directors, chairman ceo;
which ensures the most experienced and influential individual will be
able to take key decisions
Analysis of NTB Structure
Organisational structure  Tall organizational structure
 Highly compartmentalized operations.
Management style  Systematic distribution of roles and responsibilities in sub
banking units.
 Responsibilities are distributed in accountable manner
Power structure  Power is hand of top level of management because it follows
Hierarchical structure
 Top layer comprise board of directors, chairman and chief
executive officer
36

Stakeholder Audit
Stakeholder Description Frequency Key Concerns
Shareholders The Groups principals
Shareholder is John
Keells
Holdings PLC
and Central Finance
Group
Annual General
Meeting
(Annual)
Investor forums
Annual Report
(Annual)
One-to-one
engagement
with significant
shareholders
(Ongoing)
CSE Announcements
(Ongoing)
Periodic engagement
with
credit rating
agencies
Clear and transparent
communication on
the
Bank’s
performance and
strategy
Returns commensurate
with risks assumed
Robust corporate
governance risk
management
practices
Sustainable growth in
earnings
Customers Individual customers,
SMEs
and Corporates
Online and local
engagement
by branch teams
and
relationship
managers
(Ongoing)
Customer satisfaction
surveys
(Annual)
Transparent and
competitive
pricing
Customer service
Convenience and
flexibility
of transacting
Upholding customer
charter
Product innovation
37

Market research
(Ongoing)
Production promotion
campaigns
(Ongoing)
Employees 2,943 employees
Average age of 28
years
40.5% female
representation
Employee
Engagement
Surveys
(Annual)
Performance
appraisals
(Annual)
Staff meetings at
multiple
levels
(Ongoing)
Employee suggestion
schemes
(Ongoing)
Grievance Reporting
Procedure
(Ongoing)
Work-life balance
events
(Ongoing)
Employee intranet and
social
Media interaction
(Ongoing)
Attractive
remuneration
Opportunities for skill
and
career
development
Performance enabling
environment
Work-life balance
Safe working
environment
Collective bargaining
Equal opportunity
Suppliers Over 1,000 suppliers Strict checking Business growth
38

office equipment, IT
hardware/software etc
procedures to ensure
quality of material
Supplier selection
process (as required)
One to one
engagement (Ongoing)
Written
communication
(Ongoing)
Relationship building
initiatives (Ongoing)
Responsible business
practices
Ease of transacting
Strategic partnerships.
Transparency in the
procurement process.
Open communication
Government &
Central Bank
The Bank’s main
regulators are the
Central Bank of Sri
Lanka, the Securities
and Exchange
Commission and The
Department of Inland
Revenue among others
Continuous dialogue
with the government
ministries and SOEs
(continuous)
Statutory reporting
(continuous)
Meetings and
industry
forums
(continuous)
Compliance to all
relevant laws and
regulations
Regulatory reporting
Transparent and open
communication
Sustainable business
practices
Employment
generation
Public & Community Engagement with
communities NTB
directly interacts
Local branch
engagement
(continuous)
Social events and
sponsorships(continuo
us)
Responsible business
practices
Community
empowerment and
development
Employment
generation
Preserving the
environment
39

Communication Mix
Strategy Internal communication of NTB is based on one to one engagement in
hierarchical order because the company follows tall organisational
structure. This can lead to employees dissatisfaction and lack of authority
and power.
Efficiency The working productivity is good but it is important to make changes as
per advancement in order to motive and encourage employee
participation. Further, in context to market activities it is essential for a
firm to integrate use of social media communication.
Shared values It is integral part of NTB which helps the firm in maintaining effective in
organisational culture. However, it promotes positivity and helps in
aligning workers activities in one direction that is towards competitive
organisational goal.
Connectivity Workers in bank are connected in department and only for the purpose of
work and different innovation activities.
Satisfaction It is improved job satisfaction among employees because in tall structure
top management lacks engagement with workers where the individual and
their work is not concerned with employees motivation. However, in
accordance with demotivated employees results in negative work culture
and decreasing working productivity.
Internal Communication
Element Importance Justification
Structure NTB is local private bank and it
implements the use of hierarchical
structure where power lies within the
top layer
In accordance with this only
experienced and influential
individuals will be able to take key
decisions.
Flow Downwards flow of communication The downwards flow lack
40