Hybrid Communication as a Prospect for Organisation Development
Abstract
Recently, hybrid communication is gaining more and more importance in our society (Bielinis, 2020) - due to the COVID-19 pandemic and social restrictions, people were forced to use remote means of communication, thanks to which it was possible not only to avoid, but also to effectively manage the COVID-19 pandemic. However, hybrid communication is relevant not only in this context - thanks to it, members of various organizations can carry out continuous communication and connect 24/7 from anywhere in the world. A study by Berger et al. (2021) found that before the global COVID-19 pandemic, only 35% of organizations used/aspired to use a hybrid work model, but now even 77% use this work model. (Berger, Weber & Buser, 2021). Organizations that previously conducted their activities in a contact manner and could not imagine an effective flexible combination of remote and contact work methods, now face new challenges of internal processes, employee performance and change management. However, properly chosen methods of information transfer help to ensure targeted achievement of organizational goals, change management and smooth internal operational processes. Therefore, in the context of the hybrid work model, active and purposeful communication becomes particularly significant. The aim of the article is to determine the features of hybrid communication when applied to business development in Lithuania. The research showed that hybrid communication encouraged the introduction of new information dissemination channels in the organization, more efficient time management and increased employee productivity. However, the study also diluted the challenges of hybrid communication: i.e. the adaptation of new employees, the problem of receiving feedback, the abundance of e-mails and the growing social exclusion of employees, the consequences of which could be examined in other studies.
References
[2] Baker, D. (2021) The future of work is hybrid. Could covid be the catalyst for organizations to implement a hybrid workplace model? https://www.diva-portal.org/smash/get/diva2:1573134/FULLTEXT02
[3] Berger, Stefan; Weber, Falk & Buser, Anja (2021) Hybrid Work Compass: Navigating the future of how we work. 1-20.
[4] Bielinis, L. (2020). Hibridinė komunikacija. Kaunas: VDU.
[5] Bloom, N. (2021). Hybrid is the future of work. Institute for Economic
[6] Policy Research (SIEPR). June, 2021. https://siepr.stanford.edu/publications/policy-brief/hy
[7] Brown, R. (2021). Hybrid working: an opportunity to advance D&I: https://www.linkedin.com/pulse/hybrid-working-opportunity-advance-di-robin-brown/
[8] Burgoon, K. J., Guerrero, K. L., Floyd, K. (2016). Nonverbal communication. Routlege, New York.
[9] Choi, A., Kashyap, M., Fayard, A. L., Kropp, B., Ulrich, D., Molyneaux, H., Choudhury, P., & Karpe, S. (2021). Making Hybrid Work Human. Economist Inpact. https://impact.economist.com/projects/make-hybrid-human/pdfs/EI_GoogleWorkspace_ExecutiveSummary.pdf
[10] Dahlaman, S., & Heide, M. (2021). Strategic Internal Communication: A Practitioner’s Guide to Implementing Cutting-Edge Methods For Improved Workplace Culture. Routledge, Taylor & Francis Group, London and New York
[11] Driggs, M., & Southern, A. (2021). Managing a Hybrid Workforce. Management Issue. No.1:https://www.americanbar.org/groups/law_practice/publications/law_practice_magazine/2021/mj21/driggs-southern/
[12] Grincevičienė, N. (2020). Nuotolinio darbo naudojimo intensyvumo poveikis darbuotojų darbo ir asmeninio gyvenimo balansui. Buhalterinės apskaitos teorija ir praktika, Nr. 21, DOI: https://doi.org/10.15388/batp.2020.16
[13] Grzegorczyk, M., M. Mariniello, L. Nurski and T. Schraepen (2021) 'Blending the physical and virtual: a hybrid model for the future of work', Policy Contribution 14/2021, Bruegel. https://www.bruegel.org/sites/default/files/wp-content/uploads/2021/06/PC-Hybrid-work.pdf
[14] Halford, S. (2005). Hybrid workspace: re-spatialisations of work,organisation and management. New Technology, Work and Employment 20:1, 19-33. https://onlinelibrary.wiley.com/doi/epdf/10.1111/j.1468-005X.2005.00141.x
[15] Hawrysz, L., Hys, K. (2014). Communication Channels of Middle Managers and NonManagers in Public Sector Organisations in Poland. International Journal of Contemporary Management, 13(2), 72–85.
[16] Hirsh, P. B. (2021). Sustaining corporate culture in a world of hybrid work. JOURNAL OF BUSINESS STRATEGY, VOL. 42 NO. 5. 358-36. https://www.emerald.com/insight/content/doi/10.1108/JBS-06-2021-0100/full/html
[17] Holtzhausen, D., Fullerton, J., Lewis, B., Shipka, D. (2021). Principles of Strategic Communication. London: Routlege.
[18] Field, J. (2021). Influential Internal Communication: Streamline Your Corporate Communication To Drive Efficiency and Engagement. New York: Kogan Page Inc
[19] Itiveh, F., & Gbemudu, Ch. (2016). Effective communication as a tool for efficiency and sustainability in modern organizations. International Journal of Innovative Development & Policy Studies 4(3):1-6, July-Sept. https://seahipaj.org/journals-ci/sept-2016/IJIDPS/full/IJIDPS-S-1-2016.pdf
[20] Jakubiec, M. (2019). The importance of internal communication for management of an organisaton. SCIENTIFIC PAPERS OF THE SILESIAN UNIVERSITY OF TECHNOLOGY, ORGANISATION AND MANAGEMENT SERIES NO. 134, 47-62. http://dx.doi.org/10.29119/1641-3466.2019.134.4
[21] Khan, M., Qureshi, I., Khanzada, F. (2019). A Hybrid Communication Scheme for Efficient and Low-Cost Deployment of Future Flying Ad-Hoc Network (FANET). Drones, 3 (16).
[22] Loia, F., & Adinolfi, P. (2021). Teleworking as an Eco-Innovation for Sustainable Development; Assessing Collective Perceptions during COVID-19. Sustainability 2021, 13(9), 4823; https://doi.org/10.3390/su13094823
[23] Oviedo, J. L. (2019). The role of corporate communication in intelligent organizations. Journal of Management, Vol: 35 / Issue: 65, 105-117. http://www.scielo.org.co/pdf/cuadm/v35n65/0120-4645-cuadm-35-65-00105.pdf
[24] Pažėraitė, A., ir Repovienė, R. (2018). Content Marketing Decisions for Effective Internal Communication. Management of Organizations Systematic Research 79(1):117-130. https://www.researchgate.net/publication/328338132_Content_Marketing_Decisions_for_Effec
[25] Pirjol, F., & Radomir, L. L. (2017). The Role Of Internal Communication On The Efficiency of The Activity In An Organization. Business Excellence and Management. Vol. 7, Issue 2, 27-43. https://www.researchgate.net/publication/328637947_The_Role_Of_Internal_Communication_On_The_Efficiency_Of_The_Activity_In_An_Org
[26] Schafer, M., Faehnrich, B. (2020). Communicating science in organizational contexts: toward an „organizational turn in science communication research. Journal of communication management, 24(3): 137–154.
[27] Singh, M. (2015). Effective Organization Communication. International Journal of Research and Development, Vol 3, Issue II. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2580070
[28] Slijepčević, M., Bovan, A., & Radojević I. (2018). Internal Communications as a Factor of Company’s Efficiency. Marketing 49(2):124-143 DOI:10.5937/markt802124S https://www.researchgate.net/publication/331424455_Internal_communications_as_a_factor_of_company%27s_efficiency
[29] Summerfield, R. (2022). Hybrid working can help recruit and retain talent, upskill leaders and boost team working, suggests a case study from an international professional services firm. STRATEGIC HR REVIEW. Vol. 21 No. 1 2022, pp. 34-40. https://www.emerald.com/insight/content/doi/10.1108/SHR-11-2021-0060/full/html
[30] Valo, M., & Mikkola, L. (2020). Focusing on workplace communication. Routledge
[31] Xie, J.L., Elangovan, A., Hu, J. and Hrabluik, C. (2019), Charting New Terrain in Work Design: A Study of Hybrid Work Characteristics. Applied Psychology, 68: 479-512. https://doi.org/10.1111/apps.12169
Copyright (c) 2023 Review of Applied Socio-Economic Research
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Copyright ©2019 Pro Global Science Association
All rights reserved. No part of this publication may be reproduced, stored, transmitted or disseminated, in any form, or by any means, without prior written permission from Pro Global Science Association, to whom all requests to produce copyright material should be directed, in writing.
