What is Staffing?

The definition of staffing is to find employees who understand your goals.

The staffing process involves locating, selecting, hiring and maintaining a
professional relationship with potential and current workers. Human resources
staff members are usually in charge of creating and implementing a company’s
staffing protocols to find quality candidates who will match its office culture and
provide valuable work.

Staffing is the process of filling job vacancies and retaining the employees
recruited. The primary objective of staffing in an organization is to fulfill its human
resource requirements.

It is a truth that human resource is one of the greatest for every organization
because in any organization all other resources like- money, material, machine etc.
can be utilized effectively and efficiently by the positive efforts of human resource.

Definitions of Staffing
 “The managerial function of staffing involves manning the organizational
structure through the proper and effective selection, appraisal, and
development of personnel to fill roles designed into the structure.”-Koontz
and O’ Donell
 “The placement, growth, development of all those members of the
organization whose function is to get things done through the efforts of other
individuals.”-Theo Haimann
 “Staffing is the function by which managers build an organization through
the recruitment, selection and development of individuals as capable
employees.”-Mc Farland
Definition: Staffing can be defined as one of the most important functions of
management. It involves the process of filling the vacant position of the right
personnel at the right job, at right time. Hence, everything will occur in the right
manner.
Nature of Staffing:
Staffing is an integral part of human resource management. It facilitates
procurement and placement of right people on the right jobs.

The nature of staffing function is discussed below:

1. People Centered:
Staffing is people centered and is relevant in all types of organizations. It is
concerned with all categories of personnel from top to bottom of the
organization.

The broad classification of personnel may be as follows:

(i) Blue collar workers (i.e., those working on the machines and engaged in
loading, unloading etc.) and white collar workers (i.e., clerical employees).

(ii) Managerial and non-managerial personnel.

(iii) Professionals (such as Chartered Accountant, Company Secretary, Lawyer,

etc.).

2. Responsibility of Every Manager:

Staffing is a basic function of management. Every manager is continuously
engaged in performing the staffing function. He is actively associated with
recruitment, selection, training and appraisal of his subordinates. These activities
are performed by the chief executive, departmental managers and foremen in
relation to their subordinates. Thus, staffing is a pervasive function of
management and is performed by the managers at all levels.
It is the duty of every manager to perform the staffing activities such as selection,
training, performance appraisal and counseling of employees. In many
enterprises. Personnel Department is created to perform these activities.

But it does not mean that the managers at different levels are relieved of the
responsibility concerned with staffing. The Personnel Department is established
to provide assistance to the managers in performing their staffing function. Thus,
every manager has to share the responsibility of staffing.

3. Human Skills:
Staffing function is concerned with training and development of human
resources. Every manager should use human relations skill in providing guidance
and training to the subordinates. Human relations skills are also required in
performance appraisal, transfer and promotion of subordinates. If the staffing
function is performed properly, the human relations in the organization will be
cordial.

4. Continuous Function:
Staffing function is to be performed continuously. It is equally important in the
established organizations and the new organizations. In a new organization, there
has to be recruitment, selection and training of personnel. In a running
organization, every manager is engaged in various staffing activities. He is to guide
and train the workers and also evaluate their performance on a continuous basis.

Importance of Staffing:
It is of utmost importance for the organization that right kinds of people are
employed. They should be given adequate training so that wastage is minimum.
They must also be induced to show higher productivity and quality by offering
them incentives.

1. Efficient Performance of Other Functions:

Staffing is the key to the efficient performance of other functions of management.
If an organization does not have competent personnel, it can’t perform planning,
organization and control functions properly.

2. Effective Use of Technology and Other Resources:

It is the human factor that is instrumental in the effective utilization of latest
technology, capital, material, etc. the management can ensure right kinds of
personnel by performing the staffing function.

3. Optimum Utilization of Human Resources:

The wage bill of big concerns is quite high. They also spend money on
recruitment, selection, training and development of employees. In order to get
the optimum output from the personnel, the staffing function should be
performed in an efficient manner.

4. Development of Human Capital:

The management is required to determine the manpower requirements well in
advance. It has also to train and develop the existing personnel for career
advancement. This will meet the requirements of the company in future.

5. Motivation of Human Resources:

The behavior of individuals is shaped by many factors such as education level,
needs, socio-cultural factors, etc. that is why, the human aspect of organization
has become very important. The workers can be motivated through financial and
non-financial incentives.
6. Building Higher Morale:
Right type of climate should be created for the workers to contribute to the
achievement of the organizational objectives. By performing the staffing function
effectively, management can show the significance it attaches to the personnel
working in the enterprise. This will increase the morale of the employees.

Staffing Process

We will be discussing all these steps in detail in the following lines.

Manpower Planning: Manpower planning is the quantitative and qualitative

measurement of the manpower that is required in an organization. It involves
evaluation and creation of the manpower inventory and also to develop the
necessary talents among the employees that are selected for obtaining
promotion.

Recruitment: Recruitment is the process of finding the potential employees of an

organization and persuading them to apply for the available positions in the
organization. If the recruitment process is followed scientifically, then it will result
in better wages, high morale and higher productivity among the employees.

Selection: Selection is the process of short listing of potential candidates and

eliminating the candidates that are not suitable for the positions available in the
organization. The purpose of selection is to hire the right candidate for the right
position, which will lead to efficient running of operations for the organization.

Placement: Placement refers to the process of introducing an employee to the

job for which he was hired in the organization. The employee will be provided
with a basic orientation about the company and its work areas.

Training: Training is the process of providing the newly recruited employees an

idea about the type of work that they are going to do and how to do that. This
falls under the training department.

Training is an essential part of hiring as it helps keep the employees updated on

the way of work in an organization. Also due to advances in technology, newer
technologies will evolve, that makes it necessary for employees to be updated
with the latest development.

Development: Development refers to the opportunity of growth of the

employees in the organization. The organization must provide ample
opportunities for the development of the employees, without which the
employees may become frustrated.

Promotion: Promotion is referred to as the process of giving the employees a

raise in salary, designation or both. The raise in designation is associated with a
raise in wages or bonus or incentives. There can be some instances where the
change in designation does not result in increase in pay.

Transfer: Transfer is the process of shifting of an employee from one position to

another in the organization without any monetary benefit, or any increase in the
responsibilities. This function needs to be evaluated from time to time.

Appraisal: Appraisal is the process of checking the progress of the work done by
the subordinates. It also studies human behavior and also the attitude and
aptitude of the employee towards performing the job.

Determination of Remuneration: The remuneration of an employee is very

important for sustenance. It is regarded as one of the difficult functions to
perform as there exists no tools which can accurately determine wages.

Benefits of Staffing Process

Following are some of the benefits of the staffing processes:

1. It helps in getting the right person for the right position in an organization.

2. It helps in improving the organizational productivity as proper selection

process, increases the quality of employees, which coupled with training results in
better productivity.

3. It keeps employee morale high and also provides them job satisfaction.

4. It helps in maintaining a harmonious working environment inside the

organization.
 Directing

Directing is a management function that assists in guiding and leading people to

work in such a way that they perform efficiently and effectively to achieve
organizational goals. The managerial job of directing is to initiate organized
activity. Because direction is largely concerned with many other functions of
management, such as leadership, motivation, and communication, it is one of the
most important core functions of management. It is a factor of every managerial
activity. Let us look in detail at the concept of directing.

The process of instructing, guiding, counseling, motivating, and leading people

in an organization to achieve the organizational goals is known as Directing.
Directing not only includes order and instructions by a superior to the
subordinates but also includes guiding and inspiring them. It encompassed
many elements like motivation, leadership, supervision, besides
communication. It is a managerial function which is performed throughout the
life of an organization.

DEFINATION OF DIRECTING

In the words of Ernest Dale,” Direction is telling people what to do and seeing
that they do it to the best of their ability”.
In the words of Theo Haimann,” Directing consists of the process and
techniques utilized in issuing instructions and making certain that operations
are carried on as originally planned”.

After planning, organizing the structure of the organization and arranging the
necessary human force, the next important step is directing. Directing aims to
ensure that activities of all the employees are mobilized towards the
organizational goals. It is the connecting link between the functions of
management, i.e., planning, organizing, staffing and controlling.

Concept of Directing

 The concept of directing refers to the process of guiding and mentoring

employees during work. It is also concerned with the achievement of the
organization’s objectives.
 One of the primary functions of management is to direct. A manager cannot
acquire proper reporting without directing since he or she cannot achieve the
necessary productivity without giving direction or guidance to the personnel.
 Management’s directing function entails instructing, guiding, motivating, and
encouraging employees so that their contributions result in the achievement of
organizational objectives.
 As a result of the Staffing function, the appropriate person is assigned to the
appropriate position inside the firm. However, actual labor does not begin until
these individuals receive orders from their superiors.
 Supervising employees while on the job, pushing them to perform better, and
leading them toward organizational goals are all examples of directing.
 Telling individuals what to do and seeing them execute it to the best of their
abilities is also a form of direction.
 It is a complicated function that encompasses all efforts designed to encourage
juniors to work effectively and efficiently.

IMPORTANCE OF DIRECTING

1. Initiates Action:

Directing is the starting point of action. It initiates action based on planning,

organizing and staffing. Action is initiated when the managers provide direction to
their subordinates for carrying out the task. Therefore, the directing function
provides a set of guidelines to the employees on how to start working towards
achieving the goals of the organization.

2. Integrates efforts of employees:

The activities and works of the employees across an organization are integrated
towards achieving the objectives set by management. As all the activities of the
organization are integrated by directing, it leads to efficiency and effectiveness in
the organization.

3. Provide motivation:
 Directing acts as a source of motivation for the employees. It helps in motivating
the employees in contributing their efforts for the realization of organizational
objectives.

4. Accommodates changes:

Directing helps in steering the organization towards success by accommodating

the various changes in the business environment that can be brought about by
changes in competitors, changing market conditions.

5. Maintaining balance:

Directing brings about stability and balance in the organization which is essential
for long term survival of the business. Balance and stability can be achieved by
following a persuading leadership style coupled with effective communication,
motivating employees and strictly supervising the work of employees and
suggesting improvements.

6. Efficient use of resources:

Directing provides individual roles to each employee. Therefore, the resources

are utilized efficiently that leads to less wastage of resources, reduces duplication
of efforts by maintaining a clear set of work for each employee.

7. Boost Productivity

Because managers guide/instruct their subordinates regularly and motivate them

to complete the task, directing promotes worker efficiency. As a result of these
actions, the organization achieves the best results.

8. Stability and Growth

Effective leadership and communication result in organizational growth and

stability because managers always stress improved resource use at the lowest
cost. Effective leadership is the only way to do this.

9. Maximum Output is the Goal

Every employee in the company has some potential and capability. However,
without motivation, leadership, communication, and other aspects of direction
may not be thoroughly exploited. Direction demonstrates how to use these
qualities while also assisting in their development.

PRINCIPLES OF MANAGEMENT

Directing as a function of management is quite complex. To help in the directing

process, certain principles have been developed. The following are the principles
of directing.
1. Maximum Individual Contribution: According to this principle, a manager
should use such directing techniques that induce the workers to perform to the
best of their capabilities. It should encourage the workers to work towards the
goals of the organization. That is, each individual should contribute the maximum
towards the organizational goals. For example, suitable incentive and motivation
techniques can be used by the managers to urge the employees to perform
better.
2. Harmony of Objectives: Often the objectives of an individual diverge from the
overall organizational objectives. For example, an individual’s focus may be on
earning greater income while the organization aims at increasing the production.
In such a case, directing should work towards converging the individual goals with
the goals of the organization.
3. Unity of Command: As per this principle, an individual should receive
commands and instructions from only one superior. If a worker receives orders
from more than one superior, it creates confusion and clashes that leads to delay
in the work. For example, the worker might get confused whose order to follow.
Moreover, it might also happen that a conflict is created between the two
superiors.
4. Appropriateness of Direction Technique: According to this principle, the
direction technique to be used should be appropriately selected. It should suit the
need and attitude of the employees. For example, one employee might get
motivated by praise while other requires monetary incentive. Thus, the manager
should use suitable directing techniques on requirement basis.
5. Managerial Communication: Effective communication plays a key role in
directing. The instructions and commands given by the superior must be clear and
easily understandable by the subordinates. In addition, the subordinates must
also be able to communicate with the superiors in an unhesitant manner. They
must be able to express freely their feedbacks and suggestions. Thus, an effective
two way communication must take place between the superior and the
subordinates.
6. Use of Informal Organization: The manger should realize the existence and
importance of informal organization. He must strategically use them. For
example, informal communication can be used to divulge true and real feedback
on policy matters.
7. Leadership: Leadership is an important element of directing. A manager must
be able to bring out the capabilities of the employees. He must be able to
influence the behavior of the employees such as to boost the willingness of the
employees to work towards the organizational goals. In addition, he must also be
able to work effectively towards the satisfaction of the individual goals of the
employees.
8. Follow Through: According to this principle, a manager’s role is not just limited
to giving instructions to the subordinates rather; he should continuously review
the implementation of the instructions. Through a proper follow up he must
ensure that the commands are properly followed and implemented. If required
suitable corrective actions must also be taken.

COMMUNICATION

Communication is the actionable transfer of information from one person, group,

or place to another by writing, speaking, or using a medium that provides a means
of understanding. Every communication consists of a minimum of one sender, a
receiver, and a message. The transmission of a message from sender to recipient
risks being affected by many things because communication impacts how people
interact. These include the location, medium used to communicate, the cultural
situation, and the emotions involved. However, communication helps people to
interact and share various aspects of life.

The English word ‘communication’ is derived from the Latin communis, which
means common sense. The word communication means sharing the same ideas.
In other words, the transmission and interaction of facts, ideas, opinions, feelings
or attitudes. Communication is the essence of management. The basic function of
management (planning, planning, staffing, supervision and management) cannot
be done effectively without effective communication.
Communication is a two-way process which involves transferring of information
or messages from one person or group to another. This process goes on and
includes a minimum of one sender and receiver to pass on the messages. These
messages can either be any ideas, imagination, emotions, or thoughts.

Communication is a Latin word which means “to share”. There are different
modes of communication available today. These include emails, chats, WhatsApp,
skype (conference calls), etc. Effective communication makes people’s work
easier and smooth.

TYPES OF COMMUNICATION

01: Verbal Communication

Definition
Verbal communication is the exchange of ideas and information through spoken
words. It is the foundation of human interaction, enabling individuals to express
thoughts, emotions, and concepts effectively and promptly. This mode of
communication is essential in everyday life, playing a crucial role in fostering
collaboration and cultivating relationships, particularly in professional settings.

Examples

Interpersonal
Interpersonal communication is how we talk and interact with one another on a
one-on-one basis. It’s all about the communication between individuals. When
you have a conversation with a friend, speak to a family member, or chat with a
coworker, you are engaged in interpersonal communication.

Intrapersonal
Intrapersonal communication is the communication we have with ourselves inside
our own minds. It’s the way we think, reflect, and process information internally.
When you silently ask yourself questions like, “What should I wear today?” or
when you mentally plan your day, you’re using intrapersonal communication.
Group Communication
Group communication is when a small to medium-sized group of people talk and
interact together. It’s about how individuals communicate within a group setting.
A team meeting at work, a study group working on a project, or a group of friends
planning a weekend getaway all involves group communication.

Public Communication
Public communication is when one person addresses a larger audience. It’s
typically a one-to-many communication style, often in a public speaking or
presentation format. A leader hosting a quarterly division update, a politician
making a speech to voters, or a keynote speaker addressing a conference
audience are all instances of public communication.

Mass Communication
Mass communication involves reaching a very large and often diverse audience
through various channels, such as television, radio, newspapers, or social media.
It’s about delivering messages to a broad public. A news anchor reporting the
day’s headlines on TV, a radio talk show broadcasted to millions of listeners, or a
viral video on social media are forms of mass communication.

Strengths & Weaknesses

Strengths:

 Clarity and Precision: Verbal communication can be highly specific and

clear. When done effectively, it leaves little room for misinterpretation, as
you can articulate your thoughts precisely.
 Immediate Feedback: It allows for real-time interaction and immediate
feedback. You can gauge the other person’s reactions through their
tone, body language, and verbal responses, which enables you to adjust
your message as needed.
 Emotional Expression: Verbal communication allows for the expression of
emotions and feelings. You can convey enthusiasm, empathy, or concern
through the tone and choice of words you use.
 Nuanced Communication: It enables you to convey complex ideas,
concepts, and emotions that may be challenging to express through written
or non-verbal means alone.
  Interactive Nature: Verbal communication fosters engagement and two-
way dialogue, promoting active participation in conversations and
discussions.

Weaknesses:

 Misunderstanding: Verbal communication can be prone to

misunderstanding due to various factors such as differing interpretations of
words, accents, and language barriers.
 Lack of Permanent Record: Verbal conversations often lack a permanent
record, making it difficult to refer back to the details of a discussion unless
they are documented separately.
 Non-Verbal Cues: While verbal communication is powerful, it can be
incomplete when crucial non-verbal cues (such as facial expressions and
body language) are absent or misread.
 Inability to Edit: Unlike written communication, spoken words cannot be
easily edited or revised once they are expressed. This can lead to
unintentional mistakes or misstatements.
 Limited Reach: Verbal communication is limited by physical proximity and
auditory capabilities. It may not be effective for communicating with
individuals who have hearing impairments or when participants are
geographically distant.
 Emotional Intensity: While it can convey emotions, verbal communication
can also escalate conflicts when emotions run high, leading to heated
arguments or misunderstandings.

When to use
Verbal communication is ideal for face-to-face interactions, team meetings,
brainstorming sessions, and situations that require immediate feedback and
emotional connection.
02: Non-Verbal Communication

Definition
Non-verbal communication encompasses aspects of communication other than
spoken or written words. It includes elements such as tone, pitch, and body
language, which significantly influence how messages are perceived.

Examples

Facial Expressions
The human species possesses remarkable expressiveness, adept at conveying a
multitude of emotions without the need for verbal articulation. Notably, unlike
certain other nonverbal modes of communication, facial expressions exhibit
universality. Across diverse cultures, the conveyance of emotions such as
happiness, sadness, anger, surprise, fear, and disgust remains consistent through
identical facial expressions.

Body Movement and Posture

Reflect upon the impact that individuals’ sitting, walking, standing, or head
positioning has on your perceptions of them. Your movements and overall
demeanor serve as a conduit of information that communicates extensively to the
external world. This realm of nonverbal communication encompasses elements
such as posture, carriage, stance, and the nuanced gestures and motions you
employ.

Gestures
Gestures are pervasive in our everyday. You might wave, point, beckon or mime
when quarrelling or speaking with animation, not necessarily premeditating.
However, the meaning of some gestures may differ drastically between cultures.
For instance, the ‘OK’ gesture with the hand usually indicates a positive message
in English-speaking nations, but is seen as a provocation in nations such as
Germany, Russia and Brazil. Consequently, one must be mindful in their use of
gesticulation to evade misinterpretation.
Eye Contact
Since the visual sense predominates for many, eye contact is an especially crucial
form of non-verbal communication. How one regards somebody can convey
numerous things, including interest, love, animosity, or attraction. It is also
significant for upholding the progression of the conversation and appraising the
other individual’s interest and response.

Touch
We transfer a great deal of information and feeling through touch. A weak
handshake that signals a lack of enthusiasm or determination, a comforting
embrace that conveys reassurance, a dismissive pat on the head meant to belittle,
and an aggressive grip on the arm that is given with the intention of intimidation
are just a few examples. It is amazing to think that so much can be communicated
through such subtle physical contact.

Space
Ever felt awkward in a conversation when someone was standing too near?
Everyone needs their personal space, however that desire varies as per culture,
circumstance and closeness of the relationship. Physical space can be used to
portray a variety of non-verbal messages, from signs of intimacy and fondness to
aggression or dominance.

Pitch
The pitch of your voice can convey a wide range of emotions and intentions.
Imagine a training facilitator explaining a complex concept to a group of students.
When the facilitator raises their voice to a higher pitch to express excitement
about the topic, it instantly captures the students’ attention and conveys
enthusiasm. In contrast, a monotone or low-pitched delivery may come across as
disinterested or uninspiring.

Tone
The tone in which words are spoken can drastically alter their meaning. Consider
the simple phrase, “I’m fine.” Depending on the tone, it can express contentment,
frustration, or even resentment. A cheerful tone communicates positivity, while a
sarcastic tone implies irony or mockery. Therefore, it’s crucial to pay attention not
just to the words spoken but also to how they are delivered.
Strengths & Weaknesses
Strengths:

 Universal Understanding: Non-verbal cues are often universally

understood to some extent. For example, a smile typically signifies
happiness across different cultures.
 Emotional Expression: Non-verbal communication is highly effective at
conveying emotions, feelings, and attitudes, even when words may fail to
do so adequately.
 Complement to Verbal Communication: It can enhance and complement
verbal communication, adding depth and context to spoken words.
 Quick and Efficient: Non-verbal cues can convey messages swiftly, often
faster than verbal communication, which can be particularly useful in
situations requiring immediate responses.
 Subtle Messages: It allows for the transmission of subtle or discreet
messages that might be inappropriate or unclear if communicated verbally.
 Non-Discrimination: Unlike language barriers that can occur in verbal
communication, non-verbal cues are less likely to be affected by linguistic
differences.

Weaknesses:

 Subjectivity: Interpretation of non-verbal cues can vary widely from person

to person and culture to culture, leading to potential misunderstandings.
 Ambiguity: Non-verbal cues can be ambiguous. For example, a person’s
crossed arms might indicate defensiveness or simply that they are feeling
cold.
 Lack of Clarity: Non-verbal communication alone may lack the clarity
needed to convey complex or detailed information effectively.
 Incomplete Communication: Non-verbal cues do not provide a complete
message and often need to be supplemented with verbal communication
to ensure full understanding.
 Context Dependency: The meaning of non-verbal cues can be heavily
influenced by the context in which they occur. A gesture or expression may
have different interpretations in different situations.
  Limited for Remote Communication: Non-verbal cues are challenging to
use effectively in remote or written communication, such as emails or texts,
where the visual and auditory aspects are absent.
 Control and Intention: People may not always have full control over their
non-verbal cues, and these cues may sometimes reveal information
unintentionally.

When to use
Non-verbal communication is essential when conveying emotions, emphasising
points, and influencing how your message is received. It is particularly crucial in
negotiations, presentations, and public speaking.

03: Written Communication

Definition
Written communication involves the exchange of ideas and information through
written words. It is a structured and permanent form of communication, often
used in formal and professional settings.

Examples

Email
Email is one of the most prevalent forms of written communication in the modern
world. It’s used for personal communication, business correspondence, and
various professional purposes.

Text Messages
Short message service (SMS) and instant messaging apps are widely used for
quick and informal written communication, especially for personal conversations.
Social Media Posts
Social media platforms like Facebook, Twitter, Instagram, and LinkedIn involve
written communication through status updates, posts, comments, and direct
messages.

Reports
Written reports are essential for documenting and presenting information,
findings, and analysis in both business and academic settings.

Memos
Memos, or memorandums, are used within organizations for internal written
communication, conveying announcements, directives, or information to
employees.

Strengths & Weaknesses

Strengths:

 Clarity and Precision: Written communication allows for precise and

unambiguous expression of ideas. You can carefully choose words and
structure sentences to convey complex information clearly.
 Permanent Record: Written documents serve as a permanent record of
information, making it easy to refer back to, archive, and share with others.
This is especially valuable in legal, academic, and business contexts.
 Structured Expression: Written communication often follows a structured
format, such as essays, reports, or emails, making it easier to organise and
present information logically.
 Distributed Communication: Written messages can be disseminated to a
large and geographically dispersed audience through various means,
including email, social media, and printed materials.
 Thoughtful Editing: Unlike verbal communication, written messages can be
edited and revised before being shared, reducing the likelihood of errors or
miscommunication.

Weaknesses:
  Lack of Immediate Feedback: Written communication lacks the immediacy
of verbal interaction. There is no opportunity for immediate clarification or
response, which can lead to misunderstandings.
 Limited Expression of Emotion: Written communication can struggle to
convey emotions effectively, as it relies solely on words and lacks the
emotional cues present in spoken or non-verbal communication.
 Language Barriers: Language differences and nuances can hinder effective
written communication, particularly when dealing with a diverse or
international audience.
 Time-Consuming: Composing written documents can be time-consuming,
especially for lengthy or complex messages. This can delay communication
compared to verbal methods.
 Accessibility: Written communication may not be accessible to individuals
with visual impairments, literacy issues, or limited access to written
materials.
 Loss of Non-Verbal Context: Written communication does not capture non-
verbal cues, such as tone of voice or body language, which can lead to
misinterpretation or a lack of context.
 Information Overload: In today’s digital age, people are inundated with
written information, leading to information overload. This can make it
challenging to ensure your message stands out and is read and understood.

When to use
Written communication is ideal for formal reports, documentation, emails, and
any situation where a permanent record is essential.

04: Visual Communication

Definition
Visual communication relies on images, symbols, and graphics to convey
messages. It is a powerful tool in sales, marketing, design, and data
representation.
Examples

Infographics
Infographics are an excellent example of how visual communication simplifies
complex data. Let’s say you want to convey statistical information about a
company’s growth over the past year. Using charts, graphs, and icons, you can
create an infographic that instantly communicates key trends, making it
accessible and engaging for a wide audience.

Charts and Graphs

When presenting statistical data, charts and graphs are indispensable. A bar chart
can visually compare sales figures across different months, while a pie chart can
illustrate the distribution of expenses in a budget report. These visual
representations allow viewers to grasp information quickly and make informed
decisions.

Strengths & Weaknesses

Strengths:

 Universal Understanding: Visuals can transcend language barriers, making

them universally understandable. A well-designed image or symbol can
convey a message to people from diverse linguistic backgrounds.
 Enhanced Retention: Visuals are often more memorable than text or
spoken words. People tend to retain information better when it’s
presented in a visual format, aiding in learning and comprehension.
 Clarity and Simplicity: Visuals can simplify complex information, making it
easier to understand. Infographics, for example, distill intricate data into
easily digestible formats.
 Emotional Impact: Visuals can evoke emotions effectively. A compelling
image or video can trigger strong emotional responses and engagement,
which is valuable in marketing and storytelling.
 Concise Communication: Visuals allow for concise and direct
communication. They can convey a message quickly, reducing the need for
lengthy explanations.
 Enhanced Persuasion: Visuals can be persuasive tools. In advertisements,
for instance, appealing visuals can influence consumer choices and
behavior.
Weaknesses:

 Subjectivity: Interpretation of visual elements can be subjective. What one

person sees or feels when looking at an image may differ from another’s
interpretation, leading to potential misunderstandings.
 Limited Detail: Visuals may lack the depth of detail that text or verbal
communication can provide. Complex ideas or extensive information may
not be fully communicated through visuals alone.
 Accessibility Issues: Visual communication may not be accessible to
everyone. Individuals with visual impairments may have difficulty accessing
and understanding visual content.
 Dependence on Context: Visuals often rely on context to convey meaning.
Without proper context, an image or visual element may be misinterpreted
or lose its intended message.
 Time-Consuming Creation: Producing high-quality visuals can be time-
consuming and require specialized skills and tools, which may not always be
readily available.
 Over Reliance on Aesthetics: Overemphasis on aesthetics in visual
communication can sometimes detract from the accuracy or effectiveness
of the message. Style may overshadow substance.
 Limited for Certain Content: Visual communication may not be suitable for
conveying highly technical or scientific information, which often requires
detailed textual or verbal explanations.

Communication Process

The communication is a dynamic process that begins with the conceptualizing of

ideas by the sender who then transmits the message through a channel to the
receiver, who in turn gives the feedback in the form of some message or signal
within the given time frame. Thus, there are seven major elements of
communication process:
1. Sender: The sender or the communicator is the person who initiates the
conversation and has conceptualized the idea that he intends to convey it to
others.
2. Encoding: The sender begins with the encoding process wherein he uses certain
words or non-verbal methods such as symbols, signs, body gestures, etc. to
translate the information into a message. The sender’s knowledge, skills,
perception, background, competencies, etc. has a great impact on the success of
the message.
3. Message: Once the encoding is finished, the sender gets the message that he
intends to convey. The message can be written, oral, symbolic or non-verbal such
as body gestures, silence, sighs, sounds, etc. or any other signal that triggers the
response of a receiver.
4. Communication Channel: The Sender chooses the medium through which he
wants to convey his message to the recipient. It must be selected carefully in
order to make the message effective and correctly interpreted by the recipient.
The choice of medium depends on the interpersonal relationships between the
sender and the receiver and also on the urgency of the message being sent. Oral,
virtual, written, sound, gesture, etc. are some of the commonly used
communication mediums.
5. Receiver: The receiver is the person for whom the message is intended or
targeted. He tries to comprehend it in the best possible manner such that the
communication objective is attained. The degree to which the receiver decodes
the message depends on his knowledge of the subject matter, experience, trust
and relationship with the sender.
6. Decoding: Here, the receiver interprets the sender’s message and tries to
understand it in the best possible manner. An effective communication occurs
only if the receiver understands the message in exactly the same way as it was
intended by the sender.
7. Feedback: The Feedback is the final step of the process that ensures the receiver
has received the message and interpreted it correctly as it was intended by the
sender. It increases the effectiveness of the communication as it permits the
sender to know the efficacy of his message. The response of the receiver can be
verbal or non-verbal.

Barriers to Effective Communication

The process of communication has multiple barriers. The intended communiqué will
often be disturbed and distorted leading to a condition of misunderstanding and
failure of communication. The Barriers to effective communication could be of
many types like linguistic, psychological, emotional, physical, and cultural etc. We
will see all of these types in detail below.

Linguistic Barriers
The language barrier is one of the main barriers that limit effective communication.
Language is the most commonly employed tool of communication. The fact that
each major region has its own language is one of the Barriers to effective
communication. Sometimes even a thick dialect may render the communication
ineffective.

As per some estimates, the dialects of every two regions changes within a few
kilometers. Even in the same workplace, different employees will have different
linguistic skills. As a result, the communication channels that span across
the organization would be affected by this.
Thus keeping this barrier in mind, different considerations have to be made for
different employees. Some of them are very proficient in a certain language and
others will be ok with these languages.

Psychological Barriers
There are various mental and psychological issues that may be barriers to effective
communication. Some people have stage fear, speech disorders, phobia, depression
etc. All of these conditions are very difficult to manage sometimes and will most
certainly limit the ease of communication.

Emotional Barriers
The emotional IQ of a person determines the ease and comfort with which they can
communicate. A person who is emotionally mature will be able to communicate
effectively. On the other hand, people who let their emotions take over will face
certain difficulties.

A perfect mixture of emotions and facts is necessary for effective communication.

Emotions like anger, frustration, humor, can blur the decision-making capacities of a
person and thus limit the effectiveness of their communication.

Physical Barriers to Communication

They are the most obvious barriers to effective communication. These barriers are
mostly easily removable in principle at least. They include barriers like noise, closed
doors, faulty equipment used for communication, closed cabins, etc. Sometimes, in
a large office, the physical separation between various employees combined with
faulty equipment may result in severe barriers to effective communication.

Cultural Barriers of Communication

As the world is getting more and more globalized, any large office may have people
from several parts of the world. Different cultures have a different meaning for
several basic values of society. Dressing, Religions or lack of them, food, drinks, pets,
and the general behavior will change drastically from one culture to another.
Hence it is a must that we must take these different cultures into account while
communication. This is what we call being culturally appropriate. In many
multinational companies, special courses are offered at the orientation stages that
let people know about other cultures and how to be courteous and tolerant of
others.

Organizational Structure Barriers

As we saw there are many methods of communication at an organizational level.
Each of these methods has its own problems and constraints that may become
barriers to effective communication. Most of these barriers arise because of
misinformation or lack of appropriate transparency available to the employees.

Attitude Barriers
Certain people like to be left alone. They are the introverts or just people who are
not very social. Others like to be social or sometimes extra clingy! Both these cases
could become a barrier to communication. Some people have attitude issues, like
huge ego and inconsiderate behaviors.

These employees can cause severe strains in the communication channels that they
are present in. Certain personality traits like shyness, anger, social anxiety may be
removable through courses and proper training. However, problems like egocentric
behavior and selfishness may not be correctable.

Perception Barriers
Different people perceive the same things differently. This is a fact which we must
consider during the communication process. Knowledge of the perception levels of
the audience is crucial to effective communication. All the messages or
communiqué must be easy and clear. There shouldn’t be any room for a diversified
interpretational set.

Physiological Barriers
Certain disorders or diseases or other limitations could also prevent effective
communication between the various channels of an organization. The shrillness of
voice, dyslexia, etc is some examples of physiological barriers to effective
communication. However, these are not crucial because they can easily be
compensated and removed.

Technological Barriers & Socio-religious Barriers

Other barriers include the technological barriers. The technology is developing fast
and as a result, it becomes difficult to keep up with the newest developments.
Hence sometimes the technological advance may become a barrier. In addition to
this, the cost of technology is sometimes very high.

Most of the organizations will not be able to afford a decent tech for the purpose of
communication. Hence, this becomes a very crucial barrier. Other barriers are socio-
religious barriers. In a patriarchal society, a woman or a transgender may face many
difficulties and barriers while communicating.

Meaning of Controlling

Controlling is one of the important functions of a manager. In order to seek planned

results from the subordinates, a manager needs to exercise effective control over
the activities of the subordinates. In other words, the meaning of
controlling function can be defined as ensuring that activities in an organization are
performed as per the plans. Controlling also ensures that an organization’s
resources are being used effectively & efficiently for the achievement of
predetermined goals.

Controlling is the process of comparing the actual performance with the

standards set by the company to ensure that all the activities are happening
according to the plan and if any deviations are found, then corrective action
needs to be taken.

Definitions of Controlling:
 “Managerial Control implies the measurement of accomplishment against the
standard and the correction of deviations to assure attainment of objectives
according to plans.” – Koontz and O’ Donnell
 “Control is the process of bringing about conformity of performance with
planned action.” – Dale Henning

Importance of Controlling

After the meaning of control, let us see its importance. Control is an indispensable
function of management without which the controlling function in an organization
cannot be accomplished and the best of plans which can be executed can go away.
A good control system helps an organization in the following ways:

1. Accomplishing Organizational Goals

The controlling function is an accomplishment of measures that further makes
progress towards the organizational goals & brings to light the deviations, &
indicates corrective action. Therefore it helps in guiding the organizational goals
which can be achieved by performing a controlling function.

2. Judging Accuracy of Standards

A good control system enables management to verify whether the standards set are
accurate & objective. The efficient control system also helps in keeping careful and
progress check on the changes which help in taking the major place in the
organization & in the environment and also helps to review & revise the standards
in light of such changes.

3. Making efficient use of Resources

Another important function of controlling is that in this, each activity is performed in
such manner so an in accordance with predetermined standards & norms so as to
ensure that the resources are used in the most effective & efficient manner for the
further availability of resources.

4. Improving Employee Motivation

Another important function is that controlling help in accommodating a good
control system which ensures that each employee knows well in advance what they
expect & what are the standards of performance on the basis of which they will be
appraised. Therefore it helps in motivating and increasing their potential so to make
them & helps them to give better performance.

5. Ensuring Order & Discipline

Controlling creates an atmosphere of order & discipline in the organization which
helps to minimize dishonest behavior on the part of the employees. It keeps a close
check on the activities of employees and the company can be able to track and find
out the dishonest employees by using computer monitoring as a part of their
control system.

6. Facilitating Coordination in Action

The last important function of controlling is that each department & employee is
governed by such pre-determined standards and goals which are well versed and
coordinated with one another. This ensures that overall organizational objectives
are accomplished in an overall manner.

Process of Controlling
Different steps involved in the process of controlling are as follows:

1. Setting Performance Standards

The first step of the process of controlling is to establish standards of
performance against which the actual performance of the organization is
measured. An organization should clearly define its standards to the employees
and must establish attainable, understandable, and realistic standards to be
achieved. Standards can be set in quantitative terms as well as qualitative terms.
Under quantitative terms, the standards of an organization are expressed in
quantitative terms like units of the product to be produced and sold, revenue to
be earned, the cost to be incurred, etc. While setting the quantitative standards
an organization should keep them precise so as to easily compare the actual
performance with the standards. However.
Under qualitative terms, the standards of an organization are expressed in
qualitative terms like time taken to serve a customer, motivation level of
employees, etc. The qualitative standards should also be set in a way that makes
the measurement easy.
2. Measurement of Actual Performance
Once the organization has established the standards, the second step of the
process of controlling is to measure the actual performance in a reliable and
objective manner. The actual performance of an organization can be measured
through different techniques such as sample checking, personal observation,
etc., and should be measured in the same units in which the standards are fixed
to make the comparison easy. Usually, the actual performance is measured at
the end of the performance. However, in some cases, organizations measure
performance throughout the performance.

3. Comparison of Actual Performance with Standards

The third step of the process of controlling is to compare the actual performance
of the organization with the established standards (in the first step). By
comparing the actual performance with the standards, an organization can
determine the deviation between them. When the standards are expressed in
quantitative terms, it becomes easy for the organization to make comparisons as
there is no subjective evaluation required.

4. Analyzing Deviations
The actual performance and set standards of an organization rarely match with
each other. Usually, there is always some variation between the expected and
actual performance. Therefore, the fourth step of the process of controlling is to
analyze the deviations. To do so, an organization must fix an acceptable range of
deviation in performance.
A) Critical Point Control
Critical Point Control states that the control system of an organization should
focus more on the Key Result Areas (KRAs), which are critical to its overall
performance. It is not easy and economical for an organization to keep a check
on every activity with the same attention level. Therefore, it should pay more
attention to the key areas on which the performance of the whole organization
depends.
B) Management by Exception
Management by Exception is based on “If you try to control everything, you may
end up controlling nothing”, and states that the manager of an organization
should focus on the significant deviations which go beyond the set deviation
limit. For this, the managers should establish a range of deviations for the
performances and any deviation that goes beyond the set range must be given
attention.

5. Taking Corrective Action

The last and final step of the process of controlling is to take corrective action. If
the deviations are within the acceptable limits set by the managers, then there
is no need to take corrective action. However, if the deviations go beyond the
set acceptable limit in the key areas, then proper and immediate managerial
actions are required. An organization can easily rectify the defects in the actual
performance through the corrective steps.

Types of Control

There are two main categories of control:

a) Direct Vs. Indirect Control and

b) Physical Vs. Financial Controls

a. Direct Vs Indirect Control Direct Control:

Various control measures like cost control, quality control, budgetary control are
known as direct control because, the results can be directly compared in this case.

Indirect Control

Indirect control involves devising a control system whereby control is maintained

automatically. Control can also be categorized as physical control and financial
control

b. Physical Vs. Financial Control Physical Control

Physical control involves control over quality and quantity. Output standards may
be fixed in terms of per day or per man. Similarly quality standards may also be
fixed such as hardness or softness of product etc.

Financial Control

Financial controls are expressed in terms of monetary value like cost per unit of
output or sale price per unit etc.
Sometimes, physical and financial controls may be applied jointly as in case of
budgetary control. In case of budgetary control, physical as well as financial
standards are fixed in advance and actual performance is compared with the fixed
standards.

Techniques of Controlling

There are various techniques available for controlling in the field of management.
We can group them under two broad categories as follows:

1. Traditional Techniques
2. Modern Techniques

Traditional Techniques

As the name suggests, managers have developed and used these techniques for
a long period of time. These techniques are still fruitful and used by the firms till
date.

Following are the most commonly used traditional techniques for controlling:
  Personal Observation
 Break-even Analysis
 Statistical Reports
 Budgetary Control

1. Personal Observation

It is the oldest traditional method available to perform the controlling function.

Here, the manager personally observes the employees/workers at the workplace.

In simple words, we can understand it as On-the-Spot or Direct Observation.

Direct observation pressurizes the employees and motivates them to work with
maximum efficiency. However, this technique involves a huge amount of time
during supervision.

The benefit of using it is to get first-hand and authentic information for the
analysis. Also, the managers can correct the operations on the spot in case of
non-performance.

Besides the above merits, the employees can share issues or problems
simultaneously. In addition, it boosts the morale of the employees.

2. Break-even Analysis

This control technique depicts the relationship between Cost and Volume at
different output levels. It is also known as the Cost, Volume and Profit analysis.

It predicts the profits and losses in response to the changes in output levels. The
point where the cost price equals the selling price is the Break-even point.

Break-even Point Formula:

Total cost involves two costs, i.e. Fixed Costs and Variable Costs. Profits and
Losses are affected by the proportional changes in both.

In the Break-Even Analysis technique, the evaluation is based on the elements

given below:

1. Break-even Point
2. Angle of Incidence
3. Contribution Margin
4. Margin of Safety

3. Statistical Reports

The manager gathers information to evaluate performance in functional areas.

Moreover, they use the collected information for comparison purposes. It
involves the analysis of the numeric data in the form of:

 Averages
 Percentages
 Co-relation
 Ratios, etc

The organization presents the above information via Charts, Graphs, Tables, etc.
These reports help visualize the data and identify the areas that demand
attention. Hence, it is the most used and helpful technique for data analysis.

4. Budgetary Control

Budgetary Control is an important traditional control technique used in planning

and controlling functions. It covers the planning of the essential operations
followed by its comparisons with the actual performance.

The budgeting process includes comparing and evaluating the actual and
budgeted performances. The steps in budgeting broadly cover the following:
 1. Creating standards by bifurcating the overall business goals into
departmental targets.
2. Comparison of predefined Budget/Standards with the actual performance.
3. Calculate the logical deviations from the plan and take corrective measures.

Budgetary control facilitates control over day-to-day activities. Also, it assesses

the need for resources and manpower to achieve business objectives.

It might be possible that the formulated budget can be inaccurate and expensive.
Following are the common types of budgets prepared by organizations:

 Cash Budget
 Sale Budget
 Production Budget
 Capital Budget
 Material Budget

Modern Techniques

Modern control techniques are additions to the management literature. These

are of recent origin and provide innovative methods for organizational evaluation
and control.

1. Return on Investment
2. Financial Statement and Ratio Analysis
3. Responsibility Accounting
4. Management Audit
5. PERT & CPM
6. Management Information System

1. Return on Investment

Return on Investment (ROI) is the profit earned by invested capital. It is analyzed

to attain financial control in the business. It is also known as the Du-Pont
System of financial analysis.

To measure the generated return, we calculate the rate of ROI. This rate helps
assess the financial position of the business.
ROI Formula:

As per the technique, we can increase ROI in two ways:

1. By raising sales volume relatively greater than the total investment.

2. Reducing total investment without reducing sale volume.

So, we can understand it as the usage of invested capital in generating

returns. Moreover, organizations must aim to earn a reasonable ROI.

It helps in:

 Comparing the wealth between the two periods and companies

 Attract investors and improve the goodwill of the company
 Finding areas that adversely impact the ROI
 Interdepartmental comparisons

2. Financial Statement and Ratio Analysis

It helps in controlling the finances of the organization by calculating different

Ratios. For this purpose, data is accumulated from the firms’ financial statements.

The most extensively used Ratios are as follows:

 Profitability Ratios
 Liquidity Ratios
 Solvency Ratios
 Turnover Ratios

3. Responsibility Accounting

It is an accounting system that depends upon the responsibility assigned to the

employee. So businesses conduct an evaluation of the employee’s ability to fulfil
the assigned responsibility as per set standards.
This control technique is suitable for large organizations containing many
departments.

Generally, responsibility centers are of four types:

1. Revenue Centre
2. Cost Centre
3. Profit Centre
4. Investment Centre

4. Management Audit

Management or Internal Audit is the examination of the utilization of the

company’s resources. The Top-level initiates it to ensure the efficient
performance of the management.

Internal Auditing starts as soon as the financial audit ends. During the audit, the
overall management process is critically evaluated.

However, conducting a management audit is not compulsory for organizations.

5. PERT & CPM

PERT is Program Evaluation and Review Technique, whereas CPM stands

for Critical Path Method. These control techniques are used explicitly for project
management and evaluation.

The activity or project’s success is largely affected by the time taken and steps
involved. Therefore, managers strive to cut the total time and cost involved in
completing the activity.

It focuses on the efficient execution of the project. But the execution must be
within the stipulated time and predetermined costs.
6. Management Information System

Management Information system (MIS) basically provides information

for effective decision-making. Managers can retrieve any data as and when
needed. It is one of the cost-effective controlling techniques available for
managers.

Moreover, it provides information at the right time and helps manage a huge
bundle of data. The information obtained from MIS is accurate and facilitates
decision-making.

MIS has two major components:

 Data Collection
 Data Management