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I. Executive Summary 3
V. Alternative Analysis 6
VI. Recommendation 11
With the general problem stated, one of the challenges for the firm is
that the prime candidate for the packages mentioned involves Eric Ridgway
Vice President of corporate communication. The firm has done its part to
always put employees first but due to the changing business environment the
question of business sustainability and competitive advantage is challenged
where key decisions are required to stir the firm into success in the evolving
business requirements.
Background of Problem
The company operating for more than ten (10) years has come to the
point where in a need to consolidate with the publishing industry in terms of
changes in the business environment has been seen relevant. The impacts of
dot com companies show evidences of a need to reform business strategies
to allow sustainability. Other competing companies have resorted to trimming
their work forces.
The fact that Ridgway has been part of the company since start up
becomes a challenge to the CEO, vice president of human resources and
more over to Cassidy, the director of employee relations where
recommendations on the best action plan shall be the conclusion of this case
analysis.
Based on the facts provided, and open line between the CEO was
stated in a speech made by Bostworth declaring that employees are important
to the firm. Now this has an impact in terms of communicating the proposed
package where in the management would need to gain the employees’ trust
and understanding and not question the integrity of management where it can
not be avoided that some may bring up such statement released by the CEO.
This maybe a supporting factor why the CEO would rather have Cassidy face
the individuals involved as it is understandable how the CEO feels about the
management’s decision which is really a challenge but decisions as such are
crucial to the firm’s sustainability and competitive advantage.
1. The employees can easily perceive the voluntary severance and early
retirement program as an indirect way of communicating that the company
is going through layoffs.
2. Employees could question management’s integrity using prior statements
released by Bostworth
Bryan Christian “Bryce” Caluag-Oliveros // Case Analysis for
Seminar on Corporate Communication
Page 6 of 13
3. As fast as information on corporate layoffs spread through the company
grapevine the initial reaction is instilling fear, affect morale which results to
lower productivity
4. Loss of trust and confidence of employees to the firm’s credibility which
may lead to high turnover rate and result to affect the company’s
reputation to other potential talents.
5. Formation of groups against management.
With the facts given, evidence show the company values its employees
where the firm has no history of layoffs amidst the volatility of the industry. A
strong corporate culture and unity became one of the strength of the company
that could have even led the firm to success, however in an objective point of
consideration, as the company grows and industry changes, challenges arise
and newer demands become a requisite for sustainability and competitive
advantage. The strength in the employee relations can be used as an
emotional hook in the communication program to be implemented.
Communication Strategy
1. Minimal negative impact of the release of the Voluntary Severance and Early
Retirement Program.
2. Consistency of the company’s mission, vision, and objectives
3. Most effective communication channel
4. Protection of the firm’s identity, image and reputation
5. Involvement of the employees in the final decision
6. Maximizing or integrating other job functions that increase or maintain
productivity.
ALTERNATIVE ANALYSIS
After reviewing the case, and being able to consider the fact that there
is an existing communication effort where Bosworth, the CEO made sure that
the message delivered is that the organization values its employees, Callahan
and Cassidy can work around this strength.
Timing
Once this is all done the hard part is the call from HR for the
candidates or nominees for the packages wherein in complete transparency, it
will still be the option of the person involved whether they will accept the
package or not.
On the other hand for the senior managers, the early retirement
packages for them are to be able to live a full life. The company should
promote that they value their employees where at that point in the senior
manager approaching 60, they are given an opportunity to either do
something else such as investments and pass on the leadership to younger
men and women.
For both employees who fall in both criteria for nomination, should be
informed in a proper way. Regarding the decline of their performance and the
possibilities that it could be due to the changing environment and that simply
means that the senior executives would take into consideration that the
company is a magazine publisher that cater to younger subscription base so
they need to research and understand the market.