Why engagement matters - From command and control to collective learning via social software

Abstract

The ability to change in ever-shorter time periods has become a key factor for economic success. This applies equally to multinational organisations and to their staff. In this context, the limits of a command-and-control approach by management, or a tell-and-sell approach in corporate communication, soon become clear in a change process, so that such methods rarely achieve the desired success. Employee engagement and communication approaches that do justice to the needs and desires of managers and staff make sustainable successful change processes possible. Social software can be an essential tool of engagement contributing to the success of change processes. © 2008 Springer-Verlag Berlin Heidelberg.