Impact of Digital Communication on Employee Relations: Babcock Case

This report investigates the significance of digital media communication in fostering healthy employee relations, focusing on Babcock International. The research addresses the challenges posed by inadequate employee communication, which can lead to decreased productivity. The study explores various digital communication channels, including chat applications, social media, email, and SMS, and their role in understanding and meeting employee needs. As a multinational infrastructure company, Babcock International is examined for its strategies to promote a positive work environment through effective communication. The report includes a literature review, methodology, data analysis, evaluation, recommendations, and conclusions, offering insights into the impact of digital communication on employee relations and suggesting ways to improve communication strategies within the organization. The research aims to determine how strong communication contributes to managing strong employee relations, providing valuable recommendations for Babcock International.

Contemporary

EXECUTIVE SUMMARY
This research is carried out to know the importance of digital media communication in
managing healthy employee relations. The major issue is facing by company is lack of
communication with employees which generate low productivity. Now these days, business
organisations are adopting different digital media communication so as to know needs and wants
of their employees and try to fulfil them in an effective manner. These are different digital media
channels, such are – chat applications, social media, email, app notifications, SMS etc. As a
multinational infrastructure company, Babcock international is required to endorse effective
communication with its employees so as to remain healthy and positive working environment at
workplace. It develops various communication strategies and policies so as to attain and retain
staff members for long term period (Angwin and et. al., 2016). Babcock international is a famous
assets and infrastructure company which provides focuses on delivering supportive services to
government agencies at global level. In the perspective, the business organisation is used
different communication channels so as to communicate with all employees across the world.
Higher job satisfaction of employees helps in improving their productivity or performance level
through which future market growth and share will be ensured.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................1
INTRODUCTION...........................................................................................................................1
.........................................................................................................................................................2
LITERATURE REVIEW................................................................................................................2
METHODOLOGY .........................................................................................................................5
Data analysis ...................................................................................................................................9
Evaluation........................................................................................................................................9
Recommendations .........................................................................................................................10
Conclusion ....................................................................................................................................10
REFERENCES..............................................................................................................................11
CIT reflection ................................................................................................................................12

TITLE – “To determine the impact of digital communication on managing strong employee
relations”. A case study is on Babcock International Group.
INTRODUCTION
Communication plays an important role in growth and success of every business
organisations. If a company wants to manage healthy and positive working environment at
workplace then it needs to implement free flow of communication. For this purpose, managers
need to implement digital communication channels; it increases their common bond and
interpersonal relations (Karanges, E. and et. al., 2015). It would be assistive for employees as
well as all managers to share all ideas and thoughts with each other. It also helps in finding
appropriate solution of business problems and issues in an effective manner. Due to proper
communication with each other people can highly focused on creating better projects, it results
increases in outputs. The level of communication should be transparent so as to clearly
understand each other thoughts and feelings in a pervasive manner. Apart from this, Babcock
international group is the chosen organisation for this research project; it is a British
multinational corporation which deals in managing infrastructure environment. The firm is
bounded is civil contracts with government bodies. Along with this, Babcock international group
Plc was founded in 1891 and it provide its services over the world. The vision of the firm is to
become best supporting partner of outsourcing needs of government and private sector in order
fulfil exacting technical and operational requirements. Whereas the mission statement of
Babcock international is to render high quality services solutions by implementing specialists
knowledge and original thinking. The annual revenue of the company is £4,842.1 million and its
current operating income is £387.1 million. There are over 35000 staff members are currently
working with the company.
Research aim consist with the purpose for this the overall study is done. It gives right
direction to study and all working activities. The foremost objective of the research project is,
“To determine the impact of strong communication on managing strong employee relations. A
case study is on Babcock International Group”. The present research is rely on that how strong
communication helps in managing healthy relations with all staff members.
Research objectives have an eminent role in overall research project. It is treated as most
important part of case study because without any objectives any research cannot be completed
and investigator will not identified what he will have to done. Along with this, it aids in
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providing guidance in order to implement effective tools and techniques which are most suitable
to the research project. Below mentioned are some research objectives: -
 To determine the need of digital communication in Babcock International.
 To identify the importance of employee relations at workplace.
 To recognise the need of digital communication in managing employee relations.
 Recommended ways to improve communication ways in Babcock International.
Research questions are always prepared on the basis of research objectives. In other
words, research questions is a statement which find out the phenomenon which will be studied.
While formulating research questions, investigator have to include overall brief of research
project. Some research questions are defined as under: -
 Q1. What is the need of digital communication at workplace?
 Q2. Why employee relations are necessary for Babcock International?
 Q3. How to manage employee relations by digital communication?
 Q4. How to improve digital media communication channels ?
LITERATURE REVIEW
Literature review is also an important part of research project; it provides information
regarding a specific area which will be published. In addition, a literature review is a simple
summary of all tools and sources that are used in research project. Along with this, it involves
certain view points and opinions of different authors which was given by them on a particular
subject matter. Literature review also enlighten current trends of a topic in market and how it can
be improved. It is implemented by an investigator while conducting in-depth research and
achieve best outcomes (Gill, 2015). The core concept of literature review provides an accurate
and detailed information regarding a particular topic. With this assistance of impressive literature
review, research project will be completed in most effective and innovative manner. In this, past
research is linked with current data and information and then find out certain recommendations.
If the literature review is not appropriate and active, then goals and objectives of a research
project cannot be achieved effectively.
Communication is an eminent part for workplace setting so as people can easily interact
with each other in different ways that will get the job done quickly and systematically. In this
relation, companies are following digital media communication at workplace which is very
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essential; it helps employees to be productive as well as operate effectively. It increases workers'
morale and commitment towards working activities and they will retain in organisation for long
term period. In Babcock International, effective communication aids in enhancing the job
satisfaction level. It also helps in improving decision making process of the company by
resolving all issues or problems. There are describe major benefits of effective communication,
such as- It Helps in diversity: Open communication at workplace helps in increasing workplace
diversity. It diminishes the barriers which are occurred due to cultural and language differences.
In this perspective, Babcock international group provides language training to all employees so
as bring all of them together. According to Men and Hung-Baesecke, (2015) if managers will be
interacted with their staff members through digital media channels then they can easily interact
with them. Another is Problem solving – If company is communicating with its employees then
managers will find out different ways and ideas towards any business issue. In other words,
communication will be assistive in resolving all workplace problems and determine better ideas
for operating business functions. Along with this, it also generates thinking capabilities of
employees as they can produce new and innovative products for their customers. It has seemed
that innovative companies can thrive on better performance and working rather than which are
not. Therefore, free flow of communication will also increases morale, values and beliefs of
employees.
Healthy and strong communication plays an vital role in growth and advancement of any
company. It can improves its brand image and loyalty of customers. Babcock International group
is a very old infrastructure company; it is highly focused on managing healthy and positive
relationship with employees (Voinea and et. al., 2015). If a firm has well skilled and qualified,
then it can easily accomplish high competitive advantage. Along with this, healthy employee
relationship ensures workers' motivation so that the business can run smoothly and for long term
period. states that managers have to take proper time and dedication while implementing
employee relationship strategies. Babcock international group has invested in employee relation
programmes which leads workers loyalty and creates a pleasant working environment.
Therefore, employees will attain and retain for long term, it eliminates cost of recruitment and
training of a company.
Beside this, employee relations also renders staff members to become ambitious and
work with goals and objectives of the company. According to the view point of Sevillano-García
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and Vázquez-Cano, (2015) individuals have strong bond at workplace, then it diminishes
conflicts or disputes at workplace. Less issues raised the concentration level of people as they
can easily focus on their working activities.
In order to attain and retain employees' for long term period it is essential for companies
to use effective communication channels. If a firm a has good employees relationship then it will
affect different areas of the organisations. With the viewpoint of it can also foster business
activities and operations in an effective manner. The role of digital communication in managing
employee relations, such as- It helps in improving sales and productivity. For example- If
Babcock international has strong relationship with its employees then it can easily directly affect
production level of of the company. With results, enhancement in sales and profitability. It also
helps firm to reach large number of customers in a certain time period (Valos and et. al., 2016).
Digital communication is assistive in creating several loyal customers towards which would aids
it to get rid out from risks and uncertainties. It also aids in achieving goals and objectives:
different types of IT communication channels are also assistive in achieving goals and objectives
of the company. It forces managers to produce quickly interact with employees and find out the
relevant solution of any business problem. In other words, staff members can provides unique
ideas in order to grab market opportunities. Through which, company can easily achieve high
competitive advantage for long term period to a firm by improving its annual turnover and
operating incomes. Healthy and strong employee relations can also improves financial position
of a firm by creating positive market image and reputation. Hence, all of the process would be
aids for business to achieve its goals and objectives. Effective communication also build up loyal
customers: digital media communications are also assistive in generating loyal customers
towards who are willing to purchase products and services of the firm. Palinkas and et. al.,
(2015) states that communication aids employees as they can interact with their customers and
resolve their all queries in an effective manner. It results to generate loyal customers for the
growth and development of the company.
Managers of Babcock International group needs to manage healthy and positive
employee relationship so as to attain and retain them for long term period. For this, company
can use digital media communication tools which make their conversation more effective and
innovative. Managers have to take proper feedbacks and reviews from their employees. They
also need to hear workers' problems or solutions, then provide relevant solution of the same.
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According to McDonald and Thompson, (2016) adoption of different training and development
programmes can deliver maximum level of satisfaction to buyers; in this section employees will
easily share their thoughts with managers and improvise the manufacturing process. Apart from
this, Babcock International group can also prepare a communication plan for all level of
employees. There are different methods of increasing communication channels, such as- group
meetings, brainstorming, project meetings, conferences etc. Through which employees will
interact with higher authorities. Company needs to emphasis on fulfilling its all social activities
towards employees. Below described are the two approaches which can adopt by Babcock
international inc. in order to manage healthy employee relation, such as-
Unitary approach : This is the approach which defines the bond and communication
level in an organisation. It is a middle approach which indicates towards team work, combine
efforts, working together, common goal, interests and purpose, hand in hand and mutual goals.
Every individuals efforts are considered essential and evaluated collectively in respect of
organisational goals.
Pluralistic approach : This is also one of the approach which is found in organisation in
which one or more groups and team are considered together. Objectives of this approach is to
utilise the efforts and hard work in consecutive way. Evaluation of sub groups' and teams' efforts
are compared subject to business goals in this approach.
In context of customers, managers have to also focus of managing good public relations.
According to managers need to always improve their existing policies and strategies so as to
improve the quality of products and services. It helps in fulfilling customers' expectation in an
effective manner. Hence, if Babcock international group is having good relationship with
employees as well as customers then it can easily gain high competitive advantage from target
market. It also helps in building customers trust and loyalty towards company with enhances
sales and profitability.
METHODOLOGY
Research methodology consists with a systematic plan which is used to conduct a
research. It helps people to gather information for the purpose of making overall research project.
It involves online surveys, interviews, publication research etc. so as to gain proper research. It
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aids in providing right direction to overall research activities in order to make it more effective
and efficient (Jiang, Luo and Kulemeka, 2016). In this research project, there are different
research methods are being used which can improves the credibility of all activities and
operations. It helps managers to take appropriate actions in order to achieve goals and objectives
from target market. Below mentioned are various methods which helps managers of Babcock
International to manage healthy employee relations at workplace, such as-
Brazilian business culture and communication's
Brazil is one of the south American and Latin country which known for its diverse
culture and traditions. Its geographical structure is considered as favourable and adequate in
respect of setting up business organisation (Angwin and et. al., 2016). Portuguese and Spanish
are the native languages which are spoken by large community in south America. In Brazil there
are various global and domestic enterprises are working and supporting the economical structure
of Brazil and South America.
In Latin countries communication levels are different and they are majorly found in
verbal form rather then any written and formal communication. In Brazil, ideas and innovative
are presented in strong format instead of describing and elaborating them. Its business culture
and theme work around practical overview and approachability. There are chances to loose
confidentiality and prudence of idea and thoughts. It is often seen that the culture of verbal
communication bring lots of threats and challenges in front of management and operation
department of organisation.
Sign language is one of the communication techniques which is being used by various
organisations and corporates in Brazil. There are some set of emotions and gestures are included
in this communication tool. Some time it occurs problems which come across by over signing
and inappropriate emotion signs to understand the instructions and guild lines. However English
is commonly used in corporates and global organisations. It is one of the communicator which
help in connecting the people of British companies and territories.
Cultural change of Hofstade
This is one of the model to analyse the resistance of change management in an
organisation. This model was introduced by professor Greet Hofstede which is designed in five
dimensional of culture model and change such as (power distance, individualism vs collectivism,
masculinity vs femininity, uncertainty avoidance and long term vs short term orientations). This
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model present the common issues and conflicts in organisational culture. Various graphical
representation and charts are used to analyse the effect of change in organisational culture.
Kurt Lewin theory of change
Change is the part of the life as well as the part of activities which are being operated to
moving the cycle regularly. In organisational context change retain high intensity to
implementation and adaption of unique ideas and themes in organisation. Kurt Lewin was a
social psychologist born in 1890, in Germany. He was expert in his stream and fields of theories
and concepts of human behaviour subject to psychological environment.
Kurt gave this model in 1940 in respect of organisational changes for development and
growth of organisation. This model helps in adapting the changes in effective manner in
organisation. This model is divided in three phases which are discussed below: -
Unfreezing
It is considered by a simple process of melting an metal from its original shape and
physical structure. It is very importance to rephrase the existing physical structure of metal to
mould it in new structure and change. Same procedure is followed while rephrasing the model
or changing the structure in business organisations. It is natural that most of the people avoid to
accept the changes and follow new procedure of running the business (Gill, 2015).
Communication plays vital role at initial level to explain and introduce the new model of change
in strong and trenchant manner. Management of organisation explain the value and importance
of proposed model by using the tactics of communications.
Changing
This is the second stage where employees and people have been understand the
importance and value of models. They become ready to change and accept the model. This stage
is also known as 'transitioning' or 'moving' stage. There is an analysis of situation done in those
areas where people faces difficulties and challenges respect to change (Hussein, 2015). They are
instructed and guided by management that how the situations to be tackled. Employees get
trained, educated and communicated with the situations to understand the process of change.
Refreezing
This is the last stage of change model where the process is ready to set and fix in
organisational structure. Most of the specialist undertake this stage as reinforcing and solidifying
new stage after the change. In this stage in which the process is refreeze according to goals and
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objectives of organisation. In this stages the final response and recommendation are adopted and
implemented after consulting with the management and authorities.
McKinsey 7s model – The model is useful in order to analyse 7 internal elements within
organisation, such as- strategy, shared values, structure, style, skill and staff so as determine that
these aspects are aligned in proper manner and helps a organisation to accomplish its goals and
objectives. McKinsey model was developed in 1980 with an aim of that a firm can function in an
effective way. Along with this, this model is a valuable tool and can applied in different
situations. The common uses of this framework is: -
 To make easier organisational changes
 Aids in regulation of new policies and strategies
 Determine the areas which might be changed in future
 Facilitates merger of business organisations
7Ps of McKinsey model is stated as under: - Strategy – Every business organisation develops a proper plan for various purpose, like –
sustaining high competitive advantage, regulation of free flow of communication, new
product development etc. A proper business strategy is really accessible in accomplishing
goals and objectives of the company in an effective manner (Jiang, Luo and Kulemeka,
2016). Structure – It represents the way of division of business units and organised them
effectually. It involves who is answerable for whom. System – It refers with procedures of the organisation which bringing out business
activities or operations on daily basis. Skills are capabilities or core competencies of individuals who are working within
company. While organisational changing it should be analysed that what skills a firm
really require to reinforce new strategies. Staff – It states what kind of workforce is necessary to respond towards organisational
changes. Management needs to emphasis on how to recruit, train, reward and motivate
employees for getting desired outcomes. Style – It represents the methods or forms which are used by top management to interact
their employees; style also consists those actions which helps in getting high competitive
advantage. Thus, it is a leadership or management style of a company.
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 Share value – It includes various standards or norms that guides individuals' behaviour
within business environment.
High performance working practices: -
HPWP is a proven methodology which is used by managers in order to improve the
efficiency and effectiveness at workplace. The theory helps in recognising the significance of
individuals' decision making process. Apart from this, the major objective of high performance
working practices is to stimulate employees performance with overall organisation. The term is
not widespread for small business entities. Implementation of HPWP helps in raising employees'
capabilities and motivation so as to get better production outcomes (Karanges and et. al., 2015).
These practices are introduced with firm's objectives to align the outputs of workforce with the
objectives of business organisation. Below described are the major benefits of HPWP for
Babcock international, such as-
 Aids in implementation of win-win relationship within employee and employer
 Raising employees performance level for long term
 Creating self managed teams
 Find out job satisfaction level as well as motivation level of workforce
 Active participation and reflective learning styles
 Managing conflicts and un-expecting situations
 Execution of positive and healthy organisational cultural
Lewin's change model
Change management considered as essential in respect to alteration of structure and
theme of organisation. This model provides direction to adapt the change, how to implement the
change model in organisation in effective and practical manner. In above scenario change model
is described subject to communication level and methods in an organisation.
In Brazilian organisational culture communication levels are found in different aspects.
As per Lewin's change model there are three stages as Unfreezing, change stage, refreezing.
Communication is very essential at initial stage before implementing the change in organisation.
There are situations and circumstances occurs while adapting changes in organisation.
Employees and manpower hesitate and prevent to adopt new changes in organisation. Change
stage is the situation very employees give free consent to management subject to implementation
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