German and English corporate mission statements as hybrid internal/external communication: Expressions of competence and HR competencies

German and English corporate mission statements as hybrid internal/external communication: the expression of competence and HR competencies Heidi Verplaetse and Birgitta Meex – Lessius University College Many different participants are involved in the text type of mission statements, both as referred parties as well as addressees (cf. Stallworth Williams 2008). In these terms the question concerning intended readership arises: are mission statement texts to be interpreted as external or as internal communication, or both? (cf. Cheney and Christensen 2001). In this respect the positive organizational identity claim in mission statements is often aimed at a corporation’s (future) employees, as a guideline for behaviour as well as shared identity. Following Ran & Duimering (2007: 174-175) we argue that identity claims in mission statements may take the form of static existential statements of being or that of dynamic representations of becoming. We will investigate to which extent this process of identification may be complemented by insights from Human Resources Management which screen prospective employees in terms of their competencies, i.e. the dynamic process of adopting a specific corporate identity and the static perspective of identifying with this identity (cf. Lucia and Lepsinger 1999, Van Beirendonck 2001). It is argued in this respect that longer mission statements texts represent a dynamic hybrid form between internal and external communication, i.e. respectively as an identifying device and as a recruiting device. Our analytical methodology is based on a threefold linguistic typology of competence markers, (viz. the interplay between volition and ability as means for achievement on the one hand, and social participant based competences on the other), and their subcategories. The analysis will be complemented by insights concerning competencies for (prospective) employees from Human Resources Management in daily corporate practice. The analysis is based on a corpus of approximately 15,000 words of German and English corporate mission statements. Keywords: internal / external communication - corporate mission statements – competence / competencies – corporate identity - HRM References Cheney, G. and L.T. Christensen (2001). Organizational Identity: Linkages Between Internal and External Communication. In Jablin, F.M. and L. L. Putnam (eds.). The New Handbook of Organizational Communication. Advances in Theory, Research, and Methods. Thousand Oaks, London, New Delhi: Sage Publications. Lucia, A.D. and R. Lepsinger. (1999). The Art and Science of Competency Models: Pinpointing Critical Success Factors in Organizations. Wiley & Sons. Ran, B. and P.R. Duimering (2007). Imaging the Organization: Language Use in Organizational Identity Claims. Journal of Business and Technical Communication 21-2: 155-187. Stallworth Williams, L. (2008). The Mission Statement. A Corporate Reporting Tool with a Past, Present, and Future. Journal of Business Communication. Volume 45, 2, 94-119. Van Beirendonck, Lou ( 2001). Competentiemanagement. The essence is human competence. Acco: Leuven.

ISBN:978-3-0343-1092-5

Publication year:2012

Accessibility:Open