INTERNAL CULTURE
AND COMMUNICATIONS
EVERY
COMPANY
WANTS THIS
KIND OF
EMPLOYEES
Wellinformed
Attached
Engaged
Aware
Motivated
Organized
Interested
Satisfied
Proactive
BUT WHY
THE REALITY
IS MORE
LIKE THIS?
Misinformed
Unaware
Uninterested
Distant
Unmotivated
Unsatisfied
Unengaged
Unorganised
Reactive
IT IS BECAUSE...
Lack of holistic
approach
Unscientifically
based strategies
Ad hoc methods
HOW TO TURN YOUR GOOD
INTENSIONS INTO REALITY?
Welcome to DNA internal culture and
communications methodology for engaging
all the three brains of your company
New,
THINKING BRAIN
(cognitive)
Mid,
EMOTIONAL BRAIN
(relational)
Old,
ACTION BRAIN
(sensory/motor)
WHY ARE WE DIFFERENT?
Because we use all three brains
of your company
Thinking, feeling and doing
…play important and different roles within companies.
The big advantage of using all three brains is that we
provide the right message through the right tool for
each brain… so we do not waste time or resources.
WE OFFER A HOLISTIC SOLUTION
Our approach
Many companies consider Internal Culture and
Communications as a collection of tools such as
announcements, internal portals, newsletters, parties
and team-buildings. Although all these are useful,
Internal Culture and Communications can provide
huge benefits to your company ONLY if it is done
strategically and holistically.
OUR
METHODOLOGY
We implement the strategy
through set of specific actives,
such as Internal branding,
events, publications etc.
We set up goals and detailed plan of
activities that lead us to their
accomplishment. Final evaluation of
plan performance is one of the key
steps of every strategy.
We offer solutions for
successfully organizing
departments, procedures and
processes, through well
communicated share of
responsibilities.
OUR RESEARCH WILL
EXAMINE ALL THE
3 BRAINS OF YOUR
COMPANY
What your employees THINK?
(information on key matters, knowing and understanding of
roles and procedures and possibilities for advancement)
What your employees FEEL?
(current emotional state in the company and employee
satisfaction)
What your employees DO?
(participation and models of behavior)
How do the employees
see the
Internal Culture
and
Communications?
WELCOME TO OUR
RESEARCH OBJECTIVES
A. THINK
RESEARCH OBJECTIVES
How informed are they about the company,
including wider and imediate surounding
How informed are they about possibilities for
professional growth within the company
Understanding of roles and procedures
B. FEEL
RESEARCH OBJECTIVES
Assesment of the emotional state in the
company
Research of the employee satisfaction
Identification of the key emotions
C. DO
RESEARCH OBJECTIVES
Identification of the present behaviors
Testing of the application of the regular systems
of development, advancement and rewarding of
the employees
Assesment of participation (current and future)
in employee programs
D. IC and Specific questions
RESEARCH OBJECTIVES
Assesment of current status and specifics of IC,
including needs, sources and tools. Review of
specific questions
Final goal
BRAND
AMBASSADORS
What will the results tell us?
THINK
FEEL
DO
WHAT IF...
What if... THINK scores low?
THINK
FEEL
DO
IT MEANS THAT THE EMPLOYEES ARE...
Misguided
Unconscious
Not
interested
Uninformed
Confused
Unfamiliar
EXAMPLE OF THINK RESULTS SCALE
2.6
2.4
2.3
2.2
2.1
2.0
1.9
1.9
1.8
I understand how should I work to do my job well
The specific targets for my position are clearly explained
I am fully aware of who does what within my department
I understand how my role contributes to the company’s…
My job description is clearly defined to me
There are clear procedures for everything I do
I am fully aware of what other departments I cooperate…
Procedures help me perform my job better
Procedures are effectively updated when needed
0.0
1.0
2.0
3.0
4.0
5.0
What if... FEEL scores low?
THINK
FEEL
DO
IT MEANS THE EMPLOYEES ARE...
Reluctant
Distant
Unconcerned
Shy
Indifferent
...etc.
Stale
Far
Not
motivated
Remote
Unmoved
EXAMPLE OF FEEL RESULTS SCALE
Ne osećam se ljuto
Poštovano
Prihvaćeno
Ponosno
Motivisano
Zadovoljno
Energično
Kao da uživam u svom poslu
Sigurno
Od koristi
Stabilno
Kao deo tima
Ohrabreno
Smireno
Podržano
Primećeno
Nisam pod pritiskom
Inspirisano
U napredovanju
Optimistično
1.72
1.52
1.00
1.95
1.92
2.00
2.25
2.24
2.20
2.69
3.00
4.33
4.24
4.11
3.99
3.99
3.96
3.86
3.85
3.73
3.68
3.60
4.00
4.68
5.00
What if... DO scores low?
THINK
FEEL
DO
IT MEANS THE
EMPLOYEES
ARE NOT...
EXAMPLE OF DO RESULTS SCALE
2.2
Promoted the company actively
2.1
Respect rules and procedures
1.8
Recommended the company as an excellent place to work
1.7
Asked when I needed something explained
Doing everything in their power to achieve good
cooperation with people from other departmens
1.5
Resolved conflicts
1.4
Read company announcements and relevant
documentation
1.4
0.0
1.0
2.0
3.0
4.0
5.0
Based on the results,
we propose
implementation of
SPECIFIC ACTIVITIES...
OUR TOOLS
Internal portal
Newsletters
Publications
Suggestion boxes
Meetings
Events
Team buildings
Quizzes
Internal branding
Etc…
RESULTS
Through the three brain approach
we achieve:
•
•
•
•
•
•
•
Increased efficiency and productivity
Higher employee satisfaction and retention
Faster and more accurate decision-making
Proactive and engaging employee behavior
Better coordination and understanding between
units and departments
Conflict avoidance and quick resolution
Open, positive and empowering corporate culture
We are especially proud of
GOLDEN UEPS AWARD
we won for Internal
Communications strategy
implementation in Nelt.
Industry: Distribution and Retail
Description: A leading company with operations in the
whole region, employing more than 1000 people, asked
us to become their strategic partner in Internal
Communications.
Process: First, we implemented the research with a
well-executed campaign that managed to engage
employees in high numbers (900 people replied).
Second, the detailed analysis indicated specific
challenges that need to be addressed such as the ‘Silo
Effect’. Third, the strategy and activity plan was
devised with active participation from various
departments (corp. comms, HR and quality assurance).
Progress: Implementation is developing according to
an annual plan in which DNA has continuous
involvement.
CASE STUDY 1
How is the model
implemented?
Results: Early feedback indicates a strong move
towards a more desired internal culture and a positive
change on people’s beliefs, attitudes and behavior.
CASE STUDY 2
Industry: Banking
How is the model
implemented?
Description: A major player in the Serbian financial
sector, with more than 3000 employee, has approached
us with the request to help them structure better their
Internal Communications.
Process: Research was done in two ways, an online
survey for all employees and personal interviews with
the top management. Insights indicated interesting gaps
between the two groups as well as various key issues that
needed to be resolved. For every issue separate
objectives, activity plan and feedback mechanisms were
suggested to the client.
Progress: We delivered a one-day workshop to the top
management for presenting and discussing both the
research insights and the activity plan, in order to build
consensus.
Results: The research, the plan and the workshop were
instrumental in creating an in-depth understanding
within top management of the current situation and how
it can be improved in practice.
CONTACT US
For a personal presentation of the DNA
Internal Communications methodology
feel free to email or call us by using the
contact details below.
We will be happy to meet you and
discuss how to take your Internal
Communications to the next level!
DNA Communications
Baba Višnjina 20/I, 11000 Beograd
+381 11 41 40 790, 41 40 791
dna@dna.rs, www.dna.rs
was founded at the end of 2012, as a result of merging of two agencies:
Gistro Advertising, a full service agency operating on the domestic market since 2001, and the
agency Touchpoint, providing strategic marketing consulting, on the Serbian market since 2011.
The goal of this fusion was creating a new agency model, which will unite the creative and
strategic approach to offer services with a new, fresh, strategic principle.
We created a full service agency that provides tailor made solutions in the areas of
branding, advertising, digital communications, event marketing, PR, … internal
communications
SOME OF OUR CLIENTS