Communication is a vital tool for organization development. Through a proper communication strategy, an organization can understand its stakeholders, get feedback from them, and act on the feedback to make its operations effective. Google is an example of a firm whose communication strategy is appealing. The company's transparency communication strategy is one of the best as it allows effective communication between the employees and the management, thus creating trusts among them. The company communication strategy has its foundation on trust and fairness, where each person is free to express views concerning any matter in the company (Schnackenberg & Tomlinson, 2016). Despite its excellence, there are few issues the company can change to improve the overall communication system in the company. Though Google's transparency communication strategy is good, the organization should still implement a flatter structured approach to communication that allows faster decision making among the employees as this will improve innovation in the company.
Even though Google has about 70% of market shares, it still needs to work on its innovation as a way to sustain its market advantage. Google Company has a significant milestone, thanks to its innovative team that works round the clock to deliver to the customers' quality services. Its tremendous progress regarding the number of employees is a sign that its internal communication system is suitable despite its vertical natures ( Desmidt&George, 2016). The problem with the Google transparency communication strategy is that it creates a situation where decision making may not be faster, and this hinders the creativity and innovations among the staff. The company needs a flat structured communication strategy to address such a situation and increase creativity to sustain its market leadership positions.
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A flat structured communication system is where the organization comes up with a policy to allow the staff to communicate freely and easily with those in the high ranks. Currently, Google uses more of a hierarchical communication system where employees at the same level feel safe and easy to communicate than the employees at a different level. Google communication strategy though transparent, does not implement it as there are barriers that exist when a lower employee needs to communicate directly to the senior manager. In a company like Google, audience staffs like being creative. When there is a barrier to communication between them and those who can help them, they feel demotivated. With horizontal and transparency in communication, staff can communicate freely, ask for resources and support for their project, and this increases their creativity and innovations. In this sense, the team will be motivated and happy with such freedom.
The new communication approach will have many changes that suit the innovative minds of the company. It will have staff meetings every week as a way to allow the lower-level employees to get a chance to air their thoughts to executive monuments. Furthermore, there will be emails forum and Twitter handles where the staff will interact. It should happen because of employees in this organization, and other external stakeholders, need transparency ( Lee & Lin, 2017). It will be a forum for discussion to avoid message resistance from the top leaders. Each employee will have a chance to engage executives directly if they feel they have an issue to share. There will be no hierarchical rules that a person must follow to communicate with the top manager at the company. A flat structured or horizontal approach to communication in this company, therefore, improve on transparency, communication, innovations, and this will be critical for employees and company development.
Since Google has innovative employees, allowing them a chance to interact with their leaders is the best way to understand what they need and target communication to meet such needs. Having a system of communication that allows them a chance to communicate directly to the leaders give them freedom, enhance transparency, and therefore, increases their innovative skills in the company.
References
Desmidt, S., & George, B. (2016). Do we see eye to eye? The relationship between internal communication and between-group strategic consensus: A case analysis. Management Communication Quarterly , 30 (1), 84-102.
Lee, Y. C. & Lin, S. (2017, May). Exploring horizontal communication of the matrix-structured organization with social penetration theory. In 2017 International Conference on Applied System Innovation (ICASI) (pp. 1911-1913). IEEE.
Schnackenberg, A. K., & Tomlinson, E. C. (2016). Organizational transparency: A new perspective on managing trust in organization-stakeholder relationships. Journal of Management , 42 (7), 1784-1810.
