Developing the driver-employer relationship in terms of internal public relations activities

Abstract

PURPOSE: The article aims to present the principles of internal public relations in relation to the electronic communication tools used by road transport companies from the perspective of their managers and employees - the drivers.

DESIGN/METHODOLOGY/APPROACH: The research, conducted by the University of Łodz with Emaus-International's support, employed an online survey via the Webankieta program. Targeting drivers and managers using the Trans.eu transport exchange, the study explored logistics processes in transport companies. A pilot study in March 2022 on EmausInternational employees ensured questionnaire functionality. The main survey, conducted in September 2022, garnered 410 driver and 63 manager responses.

FINDINGS: The website is the most prevalent communication tool, extensively used by 80.95% of surveyed companies. However, a noteworthy 16% of smaller companies do not possess or plan to create their websites. Social Media Usage: Facebook is the primary social media platform for transport companies, with 44.44% having profiles. Other platforms like YouTube, Instagram, Twitter, and LinkedIn have lower adoption rates, ranging from 6% to 14%. The majority of companies do not plan to establish profiles on these platforms.

PRACTICAL IMPLICATIONS: Basic communication tools are widely adopted, there's room for diversification and improvement, especially in the realm of advanced tools and social media. Understanding the varying impacts of these tools on different aspects of the business is crucial for tailoring communication strategies effectively. Regular evaluation and adaptation to industry changes will ensure the continued effectiveness of communication efforts.

ORIGINALITY/VALUE: The article presents the results of the authors' own research, which relates to the extent to the use of internal public relations tools in the assessment of managers and employees (professional drivers) of road transport companies in Poland.