THE USE OF COMMUNICATION STRATEGIES IN FOSTERING EMPLOYEE PERFORMANCE THROUGH LEARNING AND DEVELOPMENT

This graduate thesis will be focusing on the use of communication strategies in fostering employee performance through learning and development. Specifically, the thesis will explore if there is a difference in the probability of an employee signing up for training depending on the type of advertising material promoting the training. Additionally, this thesis will examine and give answers to the problem areas regarding the relationship between attending a training program and better employee performance. The research was conducted in the pharmacovigilance and clinical trials industry, specifically the Ergomed Group. Through the practical work, two research surveys conducted in Ergomed Group gave answers to the mentioned problem areas. Furthermore, research results showed that there is a difference in the probability of an employee signing up for training given the promotional material announcing the training. Secondly, the results showed that there is a relationship between attending a training program and better employee performance in work-related motivation and proactivity. Relationship between attending training programs and better employee performance in using skills related to emotional intelligence, recognizing different communication styles, understanding cross-cultural communication, and negotiating and resolving conflicts were noticed. Lastly, a relationship between attending training programs and better employee performance in using leadership skills was also detected. The practical contribution of this thesis, in addition to the two conducted studies, analysis, and conclusion, will be the proposal of new communication and promotional strategies as well as the development of new training programs within Ergomed. The results of the research will serve as a basis for improving marketing strategy for the promotion of upcoming training and attracting new participants, as well as for creating an internal communication strategy and determining topics for future training sessions.