Relations Between Individuals at Work in a Contemporary Context: Necessary Changes in Communication in Organizational Context

Companies organize themselves around objectives that seek the maximum return to its shareholders or founders. However, when forming the individuals in a group to which these goals are achieved, dreams as well as desires and ambitions emerge.

Typically, subjects align with organizational interests in the expectation that their own goals are also achieved, existing three important issues in these working relationships. The first question relates to the symbolism of the "notion of work". The second issue reinforces the role of work in social relations. Despite all the discussions involving the centrality of work (OFFE, 1989; BAUMAN, 2008), it still remains one of the central points of life. The third issue concerns the lack of work, the possibility of unemployment and frustration as reality (BALDISSERA, 2010). The subjects experience these conflicts and tensions of force paradoxically (BALDISSERA, 2010; KUNSCH, 2012).

Some factors explain this movement transformation in communication directed to employees: a new technological context (social networks); new relations between people and organizations, caused, for example, a new employee profile and fewer permanent links with companies, besides the existence of an internal environment of conflict and tension.

Employees need time to develop relationships and coherent narratives in their experiences within the organizations, but in a world where the future is already the day after tomorrow, in a fragmented environment, focused on project execution and flexibility, employees are not allowed to develop strong relationships (SENNETT, 2009).  Communications directed to employees will be impacted.

The safety at workplace, employment and career in one organization is replaced by employability.  The needs of the organizations are more important than the needs of its workers. The imperative of aligning organizational strategies can find counterpoint in the desires of the individuals in the organization. As professionals working in this field, communicators must understand those changes and challenges.