Digital Technologies and Babcock International: A Detailed Report

This report examines Babcock International's utilization of digital technologies to foster strong employee relations and enhance organizational performance. The research explores the benefits of digital media in creating awareness, connecting employees, and facilitating global communication. It delves into the literature review, research methodology, data analysis, findings, and evaluation of digital media's impact on Babcock International. The report highlights the importance of digital tools in modern business, the advantages and disadvantages of their use, and recommends strategies to improve productivity and gain a competitive edge. The analysis covers the effectiveness of digital communication, building trust, finding common goals, and the positive and negative impacts of digital media on organizational performance, with a focus on employee relations and business growth. The report concludes with recommendations for Babcock International to optimize its digital media strategies for improved employee engagement and business outcomes.

Contemporary

BABCOCK INTERNATIONAL REPORT
Executive summary
The research is executed on Babcock international in order to analyse the effectiveness of
digital technologies so that good employee relations can be maintained at work place. These
digital media are valuable in order to create awareness about the products and the employees can
be easily connected with one another. These tools are valuable in order to connect people from
all around the globe so there can be good network connection among all the activities and all
operations are carried out in systematic and planned ways. Digital media are the best source by
which people of the economy can be connected with each other and they can easily share their
knowledge. The applications of Digital media are based on internet and Babcock international
are using them in order to gain attention of large customers thus their performances factors can
be easily enhanced.

Table of Contents
BABCOCK INTERNATIONAL REPORT ...................................................................................1
Executive summary ........................................................................................................................1
INTRODUCTION...........................................................................................................................1
LITERATURE REVIEW ..............................................................................................................3
RESEARCH METHODOLOGY....................................................................................................7
DATA ANALYSIS.........................................................................................................................9
FINDINGS.......................................................................................................................................9
EVALUATION..............................................................................................................................11
CONCLUSION .............................................................................................................................20
RECOMMENDATION.................................................................................................................20
REFERENCES..............................................................................................................................21

INTRODUCTION
A good and healthy employee relations are valuable in order to maintain positive
environment at work places and all the workers can easily carry out their business operations
according to their assigned goals and targets. If the employees are working effectively then it
results in achievement of desired outputs for firms. Employees will be working while
maintaining coordination with one another. This is valuable factor by which firms can easily
enhance their sales and profitability ratios. In the present age digital media are the best tools for
business so they can stand out in public and easily reach to large group of people. ( Karanges and
et. al., (2015). The different tools of digital media are beneficial in order to make easy flow of
communication at work places. These tools are beneficial in developing portfolios so they can
easily reflect their current positions. Babcock international are multinational British firms
having their operations in UK and they are dealing in managing complex assets and
infrastructures. Organisation performances can be easily enhanced if they had wide network
connectivity all around the globe so that people can easily avail their support services. Babcock
international is giving their advertisement on digital media in order to enhance their current sales
ratios so that large number of customers will be attracted and they will easily use their goods.
These firms have greatly benefited from these digital media tools as they are easily able to create
awareness about their products all around the globe.
The research are carried out in order to evaluate the importance of using digital media
tools as they are valuable in order to main good employee relations at work place. Digital media
are based on new technologies and they are useful in order to share informations among all the
people with the help of different networking channels. These tools are used in order to give
advertisement of their products by using different graphs and pictures as they are attracting
customers the data which are places on the company websites are described as the blood cell of
business as they are attracting customers thus their profit ratios will be enhanced .Sevillano-
García and Vázquez-Cano, (2015) These firms have made various plans and policies which are
beneficial for them in order to attain growth and success in their operation's by enhancing
performances of organisations as they are being connected with social networking sites. They
have used different strategies to recruit talented employees who have good knowledge about
designing so they can manufacture goods according to needs and wants of their customers. They

are giving training to employees in order to make them familiar how to work on different
machinery and manufacture cloths of different designs. Thus firms are achieving success in their
operations as they have using different tools of Digital media in order to attract customers and
enhance performance of organisations.
The aim of research are linked with “To identify effectiveness of digital communication
in order to maintain employee relations at work place”. The report is based on different digital
media tools in order to develop strong relation among employees at work place. This is an
important component of research as the working are based on objectives and aims which are
useful for research to execute in right directions.
These are one of the vital factors in research work as they are working in order to analyse
and measure all the results which are evaluated from the working of the research. There are
various tools and techniques which are used by investigator in order to execute research working
in systematic and planned ways in order to attract customers thus performances of business can
be easily enhanced. The main objectives are described below as:
 To identify the effectiveness of digital media in modern age.
 To determine different ways by which good employee relations can be maintained at
work place
 Evaluating advantages and disadvantages of using digital media tools by Babcock
international
 To recommend different ways by which can improve their productivity in order to gain
competitive advantages.
1.5 Research Question
This is one of the important component which are related with all the activities of
research and the question are framed on the basis of the objectives. It is the main duty of research
person to create good questions which are linked with the present studies and these can be easily
analysed. The research questions are mentioned below as:
1. How to identify the effectiveness of digital media in modern age.
2. How to determine different ways by which good employee relations can be maintained
3. Evaluating advantages and disadvantages of using digital media tools by Babcock
international

4. Different ways by which Babcock international can improve their productivity in order to
gain competitive advantages.
LITERATURE REVIEW
This is the most vital part of the research and they are playing an important roles in order
to carry out all their business operations in right directions so firms can easily achieve growth
and success in their business activities by enhancing their sales and profitability ratios. This is
mostly executed by the research person in order to do deep studies about the research topics thus
making the learners to implement all their operations in effectual and planned ways. All the
information have collected by using sources of secondary data. This is an important sources of
researcher as they are giving correct and accurate data which are linked with research work. If all
the findings of the research person are valuable then it results in executing all their operations in
right directions so that main aim of research can be easily fulfilled. The views of different
authors have to be considered in order to achieve success in research activities. There can be help
taken from the past research as these are useful in order to give right informations by which all
the activities of research are executed in right paths thus achieving growth and success in their
overall business activities.
Digital media are the tools which are used mostly by firms in order to attract customers
who will buy their products and services. The effectiveness of Digital media can be evaluated by
the number of customers who will consume their products in order to enhance their current sales
and profitability ratios. If there is active involvement of all customers then it helps firms to
achieve growth in their operations as people are aware about the products which are sold by
these firms. Digital media are best tools for communicating message to general public at a
particular times so that they can purchase the goods according to their demands thus enhancing
their overall performances of business Voinea and et. al., (2015) These media are best suitable
for making strong connections among all the people around the globe. The people are attracted
towards these different tools of Digital media by their own common interest and their desires are
not brand specific and product oriented. The main challenge among the marketers are related
with making effective communications and delivering the right message to customers with the
help of Digital media tools. The effectiveness of Digital media are mostly useful for business in

order to enhance their growth and profitability ratios as large number of customers are attracted
who can enhance their sales and profitability ratios.
The factors which are effective for Digital media are:
Enhancing brand images: Digital media are valuable factors in order to build strong
images of products at market places. This is the platform where new customers can be connected
so that firms can easily enhance their sales performances. If strong images are developed then it
results increasing profitability ratios of business and they can easily achieve growth and success
in their overall business operations.
Developing richer experience: The Digital media tools are used in order to add values to
their customers as there is effective communication system developed. All the customer who are
satisfied with the products of firms are giving their positive reviews thus making promotion of
their brands and attracting new customers who will enhance their sales and profitability index.
Improvement in customer insight: The social listening are valuable factors in order to
observe all the customers with the help of Digital media tools. This is valuable factor in order to
achieve target customers who will enhance their offline communications. All the online
activities should be tracked as they are valuable in order to provide informations about choices
and preferences of their customers.
According to views of Men and Hung-Baesecke, (2015) it is evaluated that it is most vital
factor for firms in order to develop strong relations with employees so they can easily achieve
their set goals and targets. This is valuable factors by which firms can easily enhance their sales
and profitability ratios. Employees are the most vital assets for every business thus plans should
be developed in order to retain them for long time at work place.
Building Trust: Each firms should focus on developing healthy relations with all their
employees in order to retain them for long time at work places. All the policies should be truly
communicated to their customers in order to achieve their trust and confidence. If there is good
relations then it helps in delivering good reviews and more people will be attracted thus sales
ratios will be greatly enhanced.
Finding Common Goals: All the employees should be assigned work according to the
common goals which they had to achieve. There should not be any difference among the
employees this helps in creating positive working environment where all employees will be
working together in order to achieve their targets thus business performances can be greatly

enhanced and also strong employee relations will be maintained at work place. Employees
should be provided rewards for the extra work which is done by them in order to motivate them
so they can easily achieve all their targets. If all the employees are happily executing their
operations then it results in establishing coordination among all the employees thus enhancing
business performances.
According to Gill, (2015) Impact of Digital media have both positive and negative
impacts on organisational performances which are described below as:
Digital media have positive impact of enhancing organisational performance as all the
informations of firms will be up to date and this helps in creating awareness among all the public
and they will purchase goods according to their choices. The organisation performances will be
enhances as people are most preferring to buy the products online thus their sales and
profitability ratios will be enhanced. Firms are giving their advertisement with the help of Digital
media as it is the most attractive way in order to gain attention of customers so they will
purchase the goods thus their sales will be enhanced. Business plans can be developed and it can
be easily communicated among all the people thus achieving growth and development in their
operations.
According to the reviews of .Angwin, D. N. & et. al., (2016) Digital media can have
negative impact on business performances as there confidential informations can be shared
among public thus it can have impact on their sales and profitability ratios. There can be fake
informations communicated about the products so it creates negative impacts on the images of
business and they are not able to gain high competitive positions at market places.
There are different tools adopted by which Babcock international can easily enhance their
productivity ratios thus gaining competitive advantages which are described below as:
Cost: It is described as the prices of the products at which it is sold to their customers.
Firms should focus on ensuring that cost of products should be economical so that people can
easily purchase them in their budgets. The strategies which are adopted by them for them should
be low cost so that they can attract customers thus enhancing their sales and profitability ratios.
Quality: Organisation should mainly focus on providing quality products to customers in
order to retain them for long time durations thus their sales and profitability can be maximised.
This is also valuable factor for firms in order to build strong positions at market places.

RESEARCH METHODOLOGY
1. Hofstede model of cultural change
Organisation culture as defined mentions to several beliefs and values which exist in the
organisation. It is a major determinant of the manner in which employees react in an organisation
and its is essential to formulate a culture which supports improved employee relations in an
organisation.
Hofstede change model
Geef Hofstede identified factors which helps in forming a right culture and to redefined
manner in which employees behave with each other. It is crucial to identify how things takes
place in an organisation. Goal oriented culture helps in achieving personal and professional goals
whereas means focused people focus on how?. The other factors which are determined in
assessing a culture is of values (Feminine and masculine), individualism, uncertainty avoidance
and orientation of employees in context of organisation. To drive a cultural change it is essential
to undertake these factors as they play a substantial role in ascertain how culture can be
influenced in context of a business. Change in culture can be smooth if all above mentioned
factors are thoroughly manipulated.
Kurt lewin change management model
Kurt Lewin is another author who have developed change management model in respect
of a company. It is a very renowned change model which is practised in organisation due to its
simple and practical approach. This change model ensures that changes undertaken by
organisation should be smooth and productive. This change model takes place with the help of
three steps which are:
Unfreezing: this is the first step in introduction of change in the organisation. The
employees are resistant to change and does not prefer breaking their monotony. This step aims to
inform them how this change will affect them in a positive manner. This awareness should
ensure large scale acceptability.
Changing: this step aims to introduce change in the organisational culture. The
employees are now ready to accept change and should be provided with the same. Changes are
introduced and employees are struggling to cope with the same. It is necessary to execute it in
the manner desired by an organisation.

Refreezing: This is the final step in the change management model. This step ensures that
changes incorporated are implemented and accepted by employees. Employees are provided with
a environment which supports the same and attain a level of stability. The close watch is kept on
employees so that they do not go back to their old ways of performing a task. Training and
reward mechanism are developed so that change in sustained in the organisational culture. The
positive results attained from change are celebrated.
High Performance Work Practices
The main objective of the organisation is to attain a desired level of productivity and
performance from the employees. To achieve the same it is necessary to introduce change in the
organisation to achieve improved performance and productivity. High performance work
practices are another measure which is adopted by organisation to obtain superior position in the
market. Culture encompasses various factors which decide how activities are carried out in an
organisation. Implementation of such practices will make sure that company's culture is
restructured with performance oriented practices. These practices are adopted to cope with the
changing circumstance in the external business environment. There are three practices which are
implemented in this cultural change model.
Comprehensive Recruitment:it is the process thorough which employees are provided
with a chance to be part of an organisation. The company employee effective employment
practices. It is essential for a business to employee suitable tools and tactics so that ideal human
resource for an organisation can be sustained with the organisation. The best of available should
be selected so that change is supported. The people who are open to change and exploration
should be given part to work with the organisation. By taking these measures organisation can
select groups of employees encourage change and are less reluctant to the same.
Compensation: It is necessary to provide right and justified compensation to the
employees so that they can be retained with the organisation. It is the factor which helps in
motivating to encourage change with the organisation. Through compensating at an ideal level
they can be motivated to take up change and to inculcate performance oriented work practices
which is a result of redefining change in an organisation.
Employee involvement and training: to construct a culture of performance oriented work
culture it is necessary to provide them with right set of training and involvement in matters of an
organisation. There are variety of changes happen in business environment which makes it

essential for a company to evolve with the changing environment. This factor not only enhances
skills but also helps in dealing with change. It helps in dealing and responding to changes in
environment in a lot better manner than prior to training. The application of HPWP's ensure that
human resources cope with the change in an ideal manner and are more performance oriented.
Unitary frames of reference
This frame of reference views organisation as group of members who have common
objectives and interests. It is perceived that there is an harmonious environment and employees
in an organisation share a very cordial relations. Situation of conflict is perceived as a major
disruption for an organisation. Trade union are considered to be a unproductive factor which
causes disruption in business therefore senior management acts. The employees in the
organisation are dependent on employers for their sustainability in an organisation.
Pluralistic frames of reference
Pluralistic frames of reference divides an organisation into two main sub-groups i.e.
management and trade unions. These two main groups carry their own leaders, objectives and
interests. Both these parties aims to counter with the issues in respect to employees working with
an organisation. Conflicts are considered productive as it helps in improving quality and state of
relation among employees in an organisation. There is no fear among employees regarding their
job security as their interests are protected by trade unions.
Five Star Model of change
This model of change is given by Jay Galbraith. He emphasized on designing such a
framework which helps an organisation in decision making and policies formulation. The main
five factors which are paid attention to are as follows:
Strategy: it is defined to be action plan to achieve goals established by an organisation. It
depends upon the circumstances that type of strategy adopted. It is essential for an organisation
to adopt the most suitable approach which may be different from previous one. It is important for
a business to introduce change by choosing what's best for the organisation.
Structure: Structure depicts the manner in which operations are carried out in an
organisation. The management should be opt for most suitable approach while incorporating
cultural change in the organisation. The various sub factors which are paid attention are
specialisation, shape and power distribution.

Processes: it defined the manner in which information is passed through concerned
people in an organisation. While looking to introduce change in the is essential for a business to
select right process so that information flows to every element in an organisation.
Reward systems: Reward systems play a vital role in motivation an individual to take up
an endeavour. The application of justified reward systems help in introducing change in an
organisation and attain success in the same.
People Policies: Policies should be employee centred so that they are to supported to
support changes in the organisational culture. The mindset and attitude can be developed with
right set of tools so that they are less reluctant to change taking place in the organisation.
The Kurt Lewis theory and John Kotter's theory:
Kurt Lewis theory was developed in the year 1940 and the main investor who made this
theory was R.P French. This model is related with change management which are reflected as
unfreeze and refreeze changes and these are used at the pre learning stages in order to disapprove
them and make them redesign again according to the new format. Lewis theory basically defines
the behavioural aspects which are related with energizing scales related with working plans and
procedures and these carried out in opposite directions.
John kotter and Leonard Schlesinger were formulated in the year 2008. This model
mainly states that all the changes which are implemented are not accepted by people in respectful
ways thus it result in resisting conditions at work places. These writers have formulated various
factors which are useful in order to minimise resistance to changes at work places which are
evaluated as communication and education aspects, involvement and participation
Discussion / Analysis
Managers at Babcock international have developed plans in order to make changes in
their plans and policies so they can easily adopt changes in their products and manufacture them
according to needs and wants of their clients. Implementation of digital tools are also valuable
factors in order to create awareness among people all around the globe so they can easily buy
their goods thus enhancing their overall sales and profitability ratios. They are adopting those
changes which are beneficial for them in order to attain growth and success and they are
neglecting those factors which may cause difficulties in their business operations. Managers
should make plans in order to maintain healthy and effective relations with all their employees
thus their productivity factors will be greatly enhanced. Implementation of digital tools and