2.Internal communication and SG teams selection

 

In this phase we communicate the program to the SG's employees, in two steps.

a)Firstly, we select one of the most experienced people in the company for the workshops stage of the program. Their mission will be to instruct the participants into developing a realistic business plan and to motivate them to pursue their dreams. The content of the presentations will be adapted having in mind the results of the research.


b)Secondly, we will develop an internal communication campaign in order to convince employees to enrol in the tutorial program.

It is important to mention that the segmentation will be made according to the following criteria: employees from the Marketing, Sales and Accounting Department with more than 2 years working experience in SG, team-working abilities, knowledge sharing skills (as certified by HR department).

In the following lines we will detail the tactics used in each phase in order to convince them (these phases describe in the communication theory the way the change of behaviour is made):

· Attention – exposure to the message: For this purpose we will use a teasing
letter, as written by a boy or a girl. In short, the letter will speak
about a start-up dream and will outline the fact that they would really
need help to realize it; the employee is the only one that could help
the boy or the girl to put their dreams in practice.

· Make them listen to our message:
We will organize a meeting in order to present the project, meeting
including the following departments: HR, CSR, Marketing, Sales,
Accounting. It will not be a formal meeting. The room will be decorated
with pictures of fresh& coloured business ideas. We will serve
candies and soda.

· Arise their interest: Once
the setting created a day-dreaming mood, the message will come very
natural: by being part of this project you will have the opportunity to
work on a dream.

· Make them understand the message: This will be made through a very clear and comprehensive presentation about the way the project will be implemented.

·  Show them how to get involved by explaining them that they will have to work together with two colleagues and a young entrepreneur for 6 months on the business plan
created in the previous phase.

·  Change their attitude.
This phase refers to counter-balancing the possible cons for the active
participation in the project; these will be reflected by the research.

·  Make them keep in mind our message. We will make sure that they keep the idea in mind by an internal newsletter, sending them postcards with young people's ideas.

· They will make the decision to take part in the project.

·  They will change their behaviour.

· Reinforcement: Confirmation that they’ve taken the best decision by continuous direct communication. The young entrepreneur that he/she worked with will send
a letter/email to show his/her apreciation and will tell him/her about
the developement of the business even after the project has ended.