THE ROLE OF IDENTITY FOCUSED COMUNICATIONS IN PERSONNEL MANAGEMENT

Sa？etak The report addresses the issue of business communication and its role in organizations in the aspects of personnel management. We study how communication influences the retention and good performance of personnel. Communications are an integral part of the activity of organizations. Communications largely determine the effectiveness of personnel management. Well-designed communications reduce the time of problem solving and of adaptation of employees, help in conflict resolutions etc. In spite of obvious importance of the communications in organization the studies of this problem require new approaches and methods. We explore mechanisms that help to keep the staff in organization and to create a desire to continue its activities in this organization. On base of social identity approach (H. Tajfel, J.C. Turner) and business psychology approach (S Benton, N. Ivanova,) we studied the Identity Focused Communication (IFC). This type of communication realizes, through integrated work of organization, the development of cognitive, value-motivational and behavioral characteristics of social identity. IFC can be considered as a human development technology which helps employers in clear understanding of values, professional and social role and pattern of behavior in organization. On this theoretical basis and case studies method in different organizations we observed the role of IFC in the development of organizational culture for rising of personnel engagement and loyalty. Results of this research can be useful for business counseling and business management process, development of personnel identity, loyalty, and performance. The results allow us to see new aspects in communication, develop training programs and staff development, and improve internal communication. Our results can develop the understanding of the semantic core of effective communication’s strategy of organization which include corporate “picture of world” and image of the organization. We can add the knowledge of professional values and patterns of behavioral and social roles. The data obtained can be considered as a pilot to build new hypotheses and further research on a broader sample and with the use of experimental procedures