Naslov
Managing internal digital publics: What matters is digital age not digital nativity

Autori
Pološki Vokić, Nina ; Vidović, Maja

Izvornik
Public relations review (0363-8111) 41 (2015), 2; 232-241

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
digital publics; xers; digitals; Human resource management (HRM) practices; Internal communication (IC) practices
(digital publics; xXers; digitals; Human resource management (HRM) practices; Internal communication (IC) practices)

Sažetak
As there is a certain amount of overlap between PR, corporate communication and HRM functions, there is a need to assess the generational specifics of internal publics from the HRM perspective. The paper analyzes the similarities, differences and overlaps in the preferences of the cross-generational workforce. Theoretical part of the paper critically assesses the available human resource management (HRM) and internal communication literature, providing a thorough description of Xers’ and Digitals’ preferences towards eight HRM subareas (job design, recruitment and selection, performance management, compensations, nonmaterial motivation, training and development, career management and internal communication). Empirical findings, using data for 275 members of generation X and 544 members of Digitals, revealed substantially more similarities than differences between Xers’ and Digitals’ preferences towards various HRM practices. Therefore, managers developing HRM and internal PR practices for the digital publics should not generalize and group employees into homogenous groups based on their date of birth.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

Napomena
Digital Publics / Dejan Verčič, Ana Tkalac Verčič, Krishnamurthy Sriramesh, Jon White (ur.). ; Rad je kao predavanje prezwntiran na skupu 21st International Public Relations Symposium (BLEDCOM 2014) "Digital Publics : New Generation, New Media, New Rules".

POVEZANOST RADA