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Tanja Vasojević, Communications Director, Corporate Communication Department, Delta Holding

Empathy Is Key To Communication

Delta Holding believes that satisfied, smiling staff are the company’s best possible ambassadors and its greatest value, and that outstanding results are only achieved in a pleasant environment with good two-way communication

It is important to take care of the team, to encourage the team members’ spirit, if necessary with humour, because that is what makes a company. The present loss of business can be overcome, with greater or lesser difficulty, faster or slower, but the loss of people is irredeemable for a business system, says Ms Vasojević

At the mention of communications, most people think of the public or target groups, because far less attention is paid to communications within the company, but they are equally important, if not more important. In Delta, both segments are important, is that right?

– Perhaps the most important communications are those towards our staff. More precisely, with our staff, because it must be a two-way conversation. They are most important because our business consists of people and now, in a year when we are celebrating 30 years of business, we are actually celebrating the achievements of our people in the businesses we have been in all these years. Internal communication is one of the most effective tools to protect what is most important to us in business: people.

Besides, our colleagues are the best possible company ambassadors if they are satisfied and smile, if they work with good people and in a pleasant environment. This is the only way they can achieve extraordinary results. Of course, if they are dissatisfied or disappointed, that will give you the worst possible reputation, because they know everything about you, they are insiders and the people around them believe them.

Internal communication is one of the most effective tools to protect what is most important to us in business: people

What principles does your company follow in communication, in addition to openness, encouraging dialogue, clear messages?

– Definitely in the first place empathy. The most important thing is to understand people, and that means the staff I have mentioned, but there are also our business partners, suppliers, customers, associates and the entire community who are watching us. To have a highly developed empathy, you have to be a good guy and we have been constantly, for three decades, working to make Delta a good, hard-working, caring guy, and to show that face to the public.

How much did it affect our work when we spent part of last year in quarantine, and a huge number of employees have been working from home?

– We had already introduced working from home in Delta Holding in 2019, so in 2020 it did not catch us unprepared. But it undoubtedly had a large impact because daily routines have changed a lot and new habits have already been formed. This is a new reality and we have had to adjust to it. From Delta’s experience, we can say that it is important to take care of the team, to encourage the team members’ spirit, if necessary with humour, because that is what makes a company. The present loss of business can be overcome, with greater or lesser difficulty, faster or slower, but the loss of people is irredeemable for a business system. We fully stick to safety measures, but we do not want to stop the work and we find ways to do this successfully.

Can the public be aware of Delta Holding’s leading position on the market just on the basis of their immediate insight and the impression that you do not communicate it to the public?

– There is no immediate insight, apart for a very small number of direct observers. If the world could work exclusively on the basis of immediate insight and if that were enough, there would be no media, no advertising, no brands, everything that makes communication. I have to admit I am in love with this business and that’s why I think that communication is everything. We are what we communicate.

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