- 7. ORGANIZATION AS A SUBJECT OF BEHAVIOR

Это окончание невероятной информации про организация как субъект поведения.

...

of the enterprise;

2) socio-psychological climate:

– mood and opinion of the team;

– individual well-being;

– assessment of the living and working conditions of the individual in the team.

4. The image of the manager or key managers of the organization includes: ideas about the abilities, attitudes, value orientations, psychological characteristics and appearance of the manager.

5. The image of the personnel is a collective, generalized image of the personnel, revealing the most characteristic features:

1) professional competence:

– mobility (speed and quality of service);

– accuracy in performing job responsibilities;

– accuracy in performing work;

– awareness (willingness to provide information on a matter of interest to the client);

– professional, highly qualified training;

2) culture:

– sociability (friendliness in communication, smiling);

– correctness of speech;

– socio-psychological characteristics of employees;

3) socio-demographic and physical data:

– age;

– gender;

– level of education;

– the presence or absence of physical defects;

4) visual image:

– business style of clothing;

– neat hairstyle;

– restrictions on the use of jewelry and cosmetics.

6. Visual image of the organization – ideas about the organization that arise on the basis of visual sensations that record information about the office interior, demonstration rooms, corporate symbols.

7. Social image of the organization – ideas of the general public about the social goals and role of the organization in the economic, social and cultural life of society. Social image is formed by informing the public about the social aspects of the organization's activities, such as sponsorship, patronage, support of social movements, participation in solving environmental problems, employment, health care, etc., assistance to specific individuals.

8. Business image of the organization – ideas about the organization as a subject of business activity. The components of a business image are: business reputation or integrity (compliance with ethical business standards) in carrying out business activities, reliability, loyalty of the enterprise to partners, information openness, as well as the business activity of the organization, the indicators of which are sales volume, relative market share, variety of goods, flexibility of the chain policy. In order for the process of image formation to be successful and effective, it is necessary to effectively manage it. This includes typical management functions - planning, organization, control. All activities aimed at forming the company's image must be qualitatively and quantitatively determined. This condition implies that before the process of image formation is launched, it must have a clear and detailed plan defining the goals, technologies, structure, costs, terms, expected results and economic efficiency.

American researcher B. Gee identifies six stages of image formation.

1. Defining the goal of corporate image formation. Any company, starting its activity, must define the goals of corporate image formation. The main goal is to create a positive emotional image so that consumers of a service or product understand the idea of the company.

2. Defining the target audience, studying it in detail. The audience has its own needs, values and norms. In order to achieve successful interaction, it is necessary to study, understand and determine ways of communicating with it.

3. Developing a corporate image concept. Knowing the target audience, you can develop a corporate image concept in detail.

4. Assessing the company's capabilities to form the declared corporate image. Simultaneously with the development of the concept, it is necessary to immediately assess the company's capabilities to form the declared image.

5. Formation, implementation and consolidation of the corporate image in the minds of the consumer. At this stage, the concept is implemented, each target audience forms the created image.

6. Assessing the state of the corporate image, monitoring the implementation of the program. At the last stage, the state of the corporate image is assessed, the extent to which the set goals have been achieved and the effectiveness of the means used are assessed.

According to B. Gee, the formation of a corporate image is carried out in accordance with a master plan, which consists of four main parts:

1. Creating a foundation, including:

– ethical principles;

– long-term goals;

– corporate mission;

– personal and business philosophy;

– values and meanings; pragmatic goals;

– standards of behavior and appearance.

2. External image:

– quality of goods/services;

– corporate advertising;

– name;

– logo; slogan;

– social activities;

– sponsorship;

– charity;

– standards of personnel attitude to official duties and appearance;

– relations with the media.

3. Internal image:

– financial policy;

– personnel policy;

– training programs;

– staff training;

– employee incentive program;

– internal communications.

4. Accompanying image:

– corporate spirit;

– staff motivation.

Each stage of an organization's development should have its own image policy. They proceed from the fact that any company goes through four main stages during its life:

1) company formation, allocation of its market segment;

2) company establishment in certain positions and temporary stable existence in them;

3) innovative activity of the company with the aim of market expansion with a stable strong position in the positions occupied ("golden age");

4) company transformations leading either to the company's death (fast - for example, bankruptcy, slow - stagnation), or to another innovative round and revival.

First stage. The company is in the formation stage, the costs of image formation and general advertising are minimal. The internal image of the company at this stage is also just being formed. The main tasks that need to be solved at this time within the company, in terms of image creation:

– defining urgent and long-term goals of the company's functioning and drawing up activity plans;

– segmenting the market in accordance with plans;

– creating a trademark, company logo;

– selecting and placing employees adequate to the position occupied and the general goals of the company;

– developing a general style for the company, a concept for the external design of the office;

– conducting marketing research and drawing up forecasts for the company's development using one-time involvement of experts;

– creating an initial database of real and potential clients.

At the same time, due to the minimal costs of advertising, the external image requires the following actions:

– sending out information letters about the creation, goals and general strategy of the company to potential partners and clients;

– external advertising emphasizes the uniqueness of the services or goods offered by the company, defining the future niche of the company in the market. Advertising should take into account the specifics of the selected segment, emphasize the quality of the services offered by the company.

The second stage. The company has occupied a certain niche in the market and established itself in it. The company can afford to increase expenses on general advertising and image advertising. The internal image of the company at this time includes the following:

– work on the implementation and strengthening of the company's traditions among employees to create a corporate spirit;

– creating a common style for the company's office – in accordance with the traditions of the company, with the specifics of its activities and financial capabilities. A recognizable style of the company is especially important in cases where various premises are scattered over a large area – the company's style will allow the client to navigate in space;

– activating marketing research, creating predictive and innovative research structures at the company – a necessary condition for the transition

the company's progress to the next stage of development.

The external image of the company at the same time is aimed at the following:

– emphasizing the stability of the company's activities in advertising;

– constant communication (including feedback – for efficiency analysis) with existing clients – holiday mailings, notifications about the creation of new directions, a list of new services, etc.;

– advertising the company's technologies in advertising publications;

– active use of the trademark, logo, slogans of the company in all types of image activities;

– beginning of public relations of the company – presentations, open days, charity sales, etc.;

– beginning of social advertising.

Stage three. The company's "golden age". Expansion of social advertising. At this stage, innovative aspects can be traced in the image, organically fitting into the overall style, also preparing for the next stage.

The internal image of the company is associated with:

– stimulation of innovative activities, for which the personnel is actively involved in various advanced training, retraining, project competitions, etc.;

– opening of company branches in the regions: the requirements for the branch image correspond to the basic principles of the center's image, but take into account local specifics;

– creation of trial new areas of activity (practical application of the developments of research departments), both fitting into the overall style of the company (and actively presented in this vein), and absolutely innovative;

– innovative areas of image development, which goes through all the steps outlined above (in this case, the creation of an innovative area should be considered as the opening of a new company);

– constant maintenance of direct and feedback communication with clients.

The external image of the company at this stage involves:

– reducing costs for general advertising, since the company's trademark already "speaks for itself";

– starting an advertising campaign for the company's innovative projects;

– active participation in public life;

– expanding social advertising, charity, supporting some humanitarian organization - a university, theater, hospital.

The fourth stage can be considered separately, since if the company has expanded into innovation, then the whole cycle starts again, but more easily, since there is a base - support for previous traditions.

In various works devoted to image, the means and techniques aimed at its formation are considered. These include:

– communication with the media (organizing press conferences and briefings, sending out press releases, writing articles about the company itself, its employees, its area of activity, producing films and television films, television and radio reports, organizing interviews with managers);

– publishing annual official reports on the company's activities;

– publishing a company propaganda brochure;

– publishing a company magazine, newspaper;

– participation of company representatives in the work of congresses and conferences of professional or public organizations;

– organization by the company of all kinds of events of an eventful nature (for example, celebrating the anniversary of the organization);

– activities aimed at government bodies (nomination by companies of "their" people to government bodies, presentation of new products to government leaders, involvement of top government officials in celebrations organized by the organization), sponsorship of certain events, preparation and holding of various events, participation in exhibitions, seminars, celebration of some event related to the type of activity of the company.

All these events can become a "news occasion", thanks to which information materials about the company and its contribution to holding a particular event appear in the media.

Продолжение:

Часть 1 7. ORGANIZATION AS A SUBJECT OF BEHAVIOR
Часть 2 - 7. ORGANIZATION AS A SUBJECT OF BEHAVIOR