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Sanja Tomić, Employee Communication Manager, A1 Serbia

B2E Is The Business Model Of The Present

Sanja Tomić is winner of the Mark Awards recognition in the INTERNAL COMMUNICATIONS MANAGER OF THE YEAR category. She speaks to CorD about whether B2E (business to employee) is the business model of the future.

How critical is internal communication to the success of a company?

The company’s success can largely depend on internal communications, i.e. informing its staff about the company’s vision, values and business goals. In essence, the importance of internal communications for business is not difficult to understand. Just as open, two-way communication is key to the success of any interpersonal relationship, so in a company, a regular exchange of information between teams, an open dialogue and understanding between leaders and their staff are key to achieving the business goals.

What role does management play in preventing burnout syndrome in companies?

A key role! It is the management that should take care of the amount and distribution of work and resources, empowering employees and ensuring a suitable balance between their business and private obligations. We live very dynamic lives, rushing to fulfill our daily obligations, often stuck in traffic or queues and in a constant race against time. If, in addition, we struggle at work with excessive demands, unrealistic deadlines and unclear communication with the manager, burnout is inevitable! In addition to flexibility that managers can provide to employees, a relationship of trust and understanding, together with time for relaxation and socializing, is also very important.

Is the salary level the only decisive factor for choosing an employer today?

The salary is certainly an important factor and is the main subject of negotiations between the employer and a future employee. However, if that condition is easily fulfilled and we find ourselves in a situation where we can choose between several options, the choice of employer will be influenced by the stability of the company, its corporate culture and the values that are followed in the company. The possibility of development and advancement, the benefits that the company provides to its staff and that will affect the quality of their lives, that is, the balance between work and private obligations, are also important to candidates. These benefits can be flexible working hours, the possibility of working outside the office, health insurance, additional days off… Also, the company’s reputation and its relationship and responsibility towards the community become factors that influence the choice of employer among new generations of candidates. They want to see that in addition to profit, the company aims for some common good, some higher goal for the community.

Is B2E (business to employee) the business model of the future?

Judging by everything we have mentioned, yes, B2E is already the business model of the present and, I hope, of the future as well. The employee is finally at the center of attention, where he belongs. If we want to be attractive to users as a company, we must first be attractive to employees and gain their trust. It remains for as many companies as possible to apply this model and work on improving the experience of their staff who consequently create a good user experience for consumers.

What does the Mark Awards recognition mean to you and how will it affect your further career?

The very existence of the Mark Awards recognition is important for our market, as it contributes to the promotion of the profession, sharing good examples from practice and stories of professionals who inspire us to push the boundaries. Although this award is given to individuals for personal business success, it is clear that behind the success of individuals in companies, especially when it comes to internal communications, there is teamwork and indispensable cooperation with many colleagues. The Mark Awards recognition is a very welcome confirmation of the success and strength of internal communications in which my colleagues and I have invested a lot of energy, effort and creativity in recent years in an effort to preserve the unity and unique team spirit of A1 Serbia.

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