Putting the communications cart before the horse – internal communications, Emirates and no bonuses

There’s a reason why internal communications is the base of any communications function – you need to ensure the message is understood internally before spreading that message to a public audience.

Emirates Airline had a taste of not to get things right this week after announcing its financial results for last year. The below quotes are taken from www.arabianbusiness.com.

Dubai-based Emirates Airline has posted a 52 percent increase in profits to $622m in the last financial year.

Meanwhile, Emirates Group – of which the airline is a subsidiary – posted a 34 percent increase in profits to $845m, helped by a 17 percent increase in revenues to $21.1bn.

For Emirates Airline staff, much of their potential compensation is paid in the form of bonuses which they receive if the company hits certain targets. It seems that the company however is not paying out bonuses this year. This disappointment is clearly reflected in the comments section of the Arabian Business piece which I’m posting below.

Posted by: Rajae Sunday, 12 May 2013 9:29 AM[UAE] – Uae

Emirates profit release doesn’t mean a thing to its more than 68,000 people who in d end didn’t get a single dirham share.
Two consecutive year of no bonus seem to be too unfair when all you read in the paper is of company’s soaring revenue and money generated.

Posted by: eyrocks Friday, 10 May 2013 3:44 PM[UAE] – uae

Emirates makes money because of its staff but forgets to reward them unlike FlyDubai and Etihad. Sad

Posted by: Rajae Sunday, 12 May 2013 9:28 AM[UAE] – Uae

I totally agree. Its the people thats the source of the company’s success but always been taken for granted.
Press release always seem to be so lucrative and rewarding but not a single reward thats given back to its staff. Its all blah blah blah

Posted by: May be unload factor Friday, 10 May 2013 12:28 PM[UAE] – Spain

Will the cabin crew finally get the long waited promised bonuses???

Posted by: Euro Friday, 10 May 2013 12:26 PM[UAE] – UAE

It is a very sad day for all Emirates Airline employees. Not a single dirham was shared with the men and woman working for the airline. Huge profits and nothing was given back to the staff. Zero profit share.
I am guessing Emirates is part of paying off Dubai Inc’s debt??

Someone at Emirates has had the sense to post a follow-up piece for Arabian Business stating why bonuses haven’t been paid, apparently due to targets not being met. However, wouldn’t have it been wise to have focused internally on the messaging rather than going out in the media and trumpeting the growth whilst forgetting or not focusing on how to assuage the feelings of those who have done their best to deliver on that profit, namely Emirates’ staff?

You can read the follow-up story here. I can’t wait for the comments to come rolling in.

Image

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s