The Use Of Communication Strategy To Increase Employee Motivation In Creating Innovation

Abstract

The aim of this paper is to describe the use of corporate communication strategy as functional strategy which providing focus and direction to the corporate in order to increase the employee motivation in creating innovation. Communication strategy acting as a framework for the organization to increase employee motivation in creating innovations by providing the link between key strategic issues of the organisation and employee activities through communication process. Corporate communication strategy is seen to be the outcome of a strategic thinking process by top managers in taking strategic decisions. There is strong reaction between a company and its employees in creating innovative culture. The premise is that there should be a valid communication between managers and their subordinates in order to create innovative product or process. This study describe Telkom IDeC (Innovation and Design Centre) situations as a division that responsible to create innovation and design in implementing communication strategy and using it to increase employee motivation in creating innovation. KEYWORDS: communication strategy, employee motivation, innovation.