Google Inc. is the leading global search engine provider and renowned technology Innovation Company. The company has revolutionized the way people access and use information. In the process meeting its goal of organizing information from all over the world and making it comprehensively accessible and useful, Google Inc. has created networks of parties who work together to reach this shared vision (Mace, 2013). These stakeholders contribute to its success by utilizing the several resourcesat their disposal for mutually beneficial results. Google must address the interests of all its stakeholders for it to remain as the leader in innovativesearch engine technology (Meyer, 2016).Stakeholder analysis is critical as it helps recognize the key influencers in the organizations processes. Analysis of Google stakeholders will also promote understanding their stand as either proposers or opposers for particular company projects. This willhelp the business to design effective communication strategies to engage them(Levine, 2014).This paper provides a detailed analysis of the stakeholders for Google and utilizes the strategic communication analytical process to improve coordination in the company.
Every company has a responsibility towards its stakeholders. Google Inc. has diverse stakeholders that come from the different groups impacted by its varied products. The company has an extensive array of products ranging from Google search, software, hardware,internet and cable television services(Thompson, 2015). These products create a pool of different stakeholders that can be grouped based on their shared interests. Each stakeholder has a relationship with Google which forms the source of its power to affect decisions. The distribution of this power ensures that no stakeholder can singly determine the direction to be taken by the company. The most significant internal stakeholders include Google employees, the management, and shareholders. The noteworthy external stakeholders include the individual Google users, businesses, governmental agencies, and competitors(Meyer, 2016). These stakeholders have different interests, perceptions, and expectations. Their attitudedetermines the support that the organization receives as well as the contentment of the stakeholders.
Google has more than 30, 000 employees who are affected by the companys decision. They also have a tremendous impact on the achievement of the companys vision. Most of these employees have a sense of job security and satisfaction which has a significant influence on their motivation to work and innovation(Meyer, 2016). They perceive the company as one of the best to work in because of its favorable working environment and adequate compensation for their input coupled with several benefits. As a result, the company attracts the most qualified and talented individuals boosting its capabilities for innovation(Meyer, 2016). The implication of this that employees own the companys vision and work towards meeting it. This leads to job satisfaction which promotes the employee productivity and raises the Googles organizational value. Additionally, the right perception among the employees affects the companys capabilities such as innovation.
Employeesare top priority stakeholders in Google. They define the companys capabilities and competitiveness.Strategic communication is the key to ensuring that Google employees stay on task. The strategic communication process entails passing the right message according to the organizational goals and using the proper channels to do so (Levine, 2014). It is essential for sharing the strategic plan and direction to the employees. The primary goal of using strategic communication with Googles employee group is to articulate, explain and promote the shared vision of organizing information from all over the world and making it comprehensively accessible and useful. Strategic Communication also aims at eliminating lost productivity and saving costs(Thomas & Stephens, 2014). This will help in creating a unified voice amongGoogle workersandpromote accomplishment through teamwork.Also, explaining the strategic focus of creating value for the customers and stakeholdersto Google employees helps them to understand how their work performance affects the users.
To start with, Google should determine whose support is critical to promote adoption of the vision. Employee leaders normally have a significant influence on the overall behavior of their followers(Cabanero-Verzosa, 2009). Therefore, managers should invest in them to help in advocating forreform. After gaining the support of all the stakeholders, the company should change their attitude and behaviors to be line with the goals of the company(Thomas & Stephens, 2014). Creating awareness of the changing customer needs can be used to dispel existing attitudes against change in Google strategies. This phase also addresses the unique needs of all the employees and help them to move through the various stages of change from being aware (pre-contemplation) stage to acquiring awareness (contemplation) stage and finally understanding the proposed vision adequately(Cabanero-Verzosa, 2009). After this preparation, the employees learn new beliefs and attitudes (action) such as owning up the vision. These measuresare then maintained over time through the adoption of various policies.
The next step involves identifying the right message to persuade the employees to support the companys vision(Cabanero-Verzosa, 2009).Google should use its mission and vision statement as the blueprint for its communication message to the employees. This is because Googles success is directly linked to the efforts put towards fulfilling its mission and vision statement.Communicating the benefits of the vision in a way that resonate with the employees is an essential element of the communication strategy(Cabanero-Verzosa, 2009). According to Google (2016) its vision statement is to organize the worlds information and make it universally accessible and useful. Therefore, the message should be in line with this vision statement of enabling easy access to information. The message should also parallel Googles mission statement which is to provide access to the worlds information in one click. (Thompson, 2015). The mission statement defines the strategy to be used by the company. It includes the development of new innovative products that are responsive to the clients needs such as Google search engine.
The dominant theme of the message should be customer focus. The company values the user as evidenced by its philosophy of placing emphasis on the user and everything else will follow (Google, 2016). The theme of performance and productivity should also rock the message. After the development of a well-tailored message, Google should determine the appropriate channel of communication to use to drive the message home. Team meetings are asuitable channel for Google. Aside from being lively and interactive, team meeting allows communication to a large group all at once (Melcrum, 2013). They also provide a chance for discussion and feedback regarding the message. Finally, meetings help build understanding by clarifying issues. Other less efficient methods include emails, text messages, magazines, letters, and notice boards. However, these methods do not allow for interaction. Therefore, theyshould be used as a means of reinforcing the message passed during team meetings.
Finally, Google should evaluate the changes in knowledge, attitude, and behavior of the employees following strategic communication. Evaluation of strategic communication helps in controlling the process and promotes improvement(Holtzhausen & Zerfass, 2014). Different communication evaluation metrics provide in-depth insights on the adoption of the message. Activity metrics can help Google in determining whether employees are following the work plan as communicated. Measurement of Googles search engine traffic is a good measure of activitymetrics. Engagement metrics measured through interaction with the workers can help in understanding the effect that the message has on the employees. Finally, impact metrics assist in the evaluation of whether the set goals have been met (NonProfit, 2016). They help measure the change in action inspired by the message.For example, an increase in staff performance and work output leading to growth in revenues is a good measure of the impact of the message on their working behavior.
In conclusion, Google is the leading search engine provider. It has several stakeholders who affect its activities. A well-designed communication system with the various stakeholders is essential for promoting the Googles brand success. Through the application of the strategic communication process, Google Inc. will be able to engage one of its principal stakeholders: the employee group. Effective strategic communication involves generating support from Google employee leaders as they have a significant influence on their adoption of new strategies. Promoting awareness prepares the audience for the message thus promoting acceptance. The message delivered should be well developed and in line with the companys mission and vision statement. It should incorporate themes from Googles philosophy of client focus. Finally, the strategic process should be evaluated using activity, engagement and impact.Proper application of strategic communication will help Google in generating employee support for its innovation strategy and motivate them towards the achievement of its vision.
Google. (2016). AboutGoogle. Retrieved 21 May 2016, from http://www.google.com/about/
Google. (2016).Ten things we know to be true Company Google. Retrieved 21 May 2016, from http://www.google.com/about/company/philosophy/
Cabanero-Verzosa, C. (2009). Building commitment to reform through strategic communication. Washington, D.C.: World Bank.
Holtzhausen, D. & Zerfass, A. (2014). The Routledge handbook of strategic communication.
Levine, S. (2014). The Power of Strategic Communication. Stuart Levine & Associates. Retrieved 21 May 2016, from http://www.stuartlevine.com/strategic-communication/the-power-of-strategic-communication/
Mace, M. (2013). Google logic: why Google does the things it does the way it does. TheGuardian. Retrieved 21 May 2016, from https://www.theguardian.com/technology/2013/jul/09/google-android-reader-why
Melcrum. (2013). Choosing the right communication channel. Melcrum | Smarter Internal Communication. Retrieved 21 May 2016, from https://www.melcrum.com/research/strategy-planning-tactics-intranets-digital-social-media/choosing-right-communication
Meyer, P. (2016). Google Stakeholders & Corporate Social Responsibility (CSR) - Panmore Institute.Panmore Institute. Retrieved 21 May 2016, from http://panmore.com/google-stakeholders-corporate-social-responsibility-csr-analysis
NonProfit (2016). Measuring the Success of Your Communications Strategy - The NonProfit Times. Retrieved 21 May 2016, from http://www.thenonprofittimes.com/management-tips/measuring-the-success-of-your-communications-strategy/
Thomas, G. & Stephens, K. (2014). An Introduction to Strategic Communication. International Journal of Business Communication, 52(1), 3-11. http://dx.doi.org/10.1177/2329488414560469
Thompson, A. (2015). Googles Vision Statement & Mission Statement - Panmore Institute. Panmore Institute. Retrieved 21 May 2016, from http://panmore.com/google-vision-statement-mission-statement
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