Kommunikation av mål och strategier - balansgången mellan stabilitet och flexibilitet : En fallstudie på ett bemanning- och rekryteringsbolag i tillväxt
Sammanfattning: Service companies in the temporary work and recruitment industry are expanding and creating the conditions for good growth. In line with the rapidly changing environment, demands are made for internal change and adaptation to the new. Leading roles must communicate in a way that reaches the entire organization in order for all employees to have a common goal image to ensure that they work in the same direction.The purpose of this study was to understand how growth in a temporary work and recruitment agency changes the information structure and places new demands on communication of goals and strategies and also explain the effects this could have on the company.For the study's analysis, the contingency theory was applied, which describes organizations as open systems that have to balance the internal needs in order to be able to adapt to the environment as it changes.A qualitative study was applied to gain a deeper understanding for the communication of goals and strategies in a growth company. Semi-structured interviews with six employees at the case company form the basis for the study's collected empirics.The results of the study showed that with the prevailing growth, demands are changing for the internal communication where the balance between stability and flexibility must be adapted to its context and increased complexity. Economically set goals have no increased motivation among the organisation's employees but promote flexibility and innovation.Service companies that has a strong dependence on its enviroment must adapt its internal communication to changing conditions in order to create security while at the same time promoting flexibility to achieve set goals. A common understanding at the operational and strategic level that relates to the changing world and the internal development of the business where communication becomes crucial to explain how, when and why the organization acts as they do.The conclusions of the study shows that the balance between the organization's structure and its flexibility is dependent on the context and in line with the internal growth, the information structure that will relate to the changing demands of the world changes. Clear goals and strategies can limit the company if there is no room for flexibility. Lack of goals and strategies can lead to reduced motivation and uncertainty at the operational level, but from a strategic perspective freedom is given to the employees but also high expectations. Internal communication and dissemination of information play a central role in creating room for flexibility and innovation, but at the same time it creates a sense of security in the organization.
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