Communication Strategies and Clients Recruitment: a Case of Deposit Taking Microfinance Institutions in Kenya

Abstract

Communication is such an essential part of management today that without it, practically nothing can be accomplished. Effective communication strategies are important feature in successful running of an institution. Effective communication has a lot more to do than providing the target audience with updates on management expectations, managers are required to provide information about change and its benefit to the institution. Communication strategies that yield success are supposed to be developed with a view of reaching every target audience, including the use of e-mail, newsletters, workshops and seminars. Communication strategies can be developed well and utilized strategically so that workers are more comfortable, well-motivated and informed to maximize productivity and minimize unrests; as these counterproductive acts may delay projects, increase costs and inconvenience the society. The study employed descriptive research design. The target population of the study was business development managers of the Licensed Deposit Taking Microfinance Institutions in Kenya. The study selected four managers from each of the Deposit Taking Microfinance Institutions. The total number of respondents was 52 managers. Primary data was collected using a questionnaire. Descriptive statistics such as, mean and frequencies and inferential statistics such as regression and correlation analysis were applied to perform data analysis. The study findings indicate that communication strategies have influence in clients’ recruitment. There is a substantial and positive relationship between communication strategies and clients’ recruitment in deposit taking microfinance institutions in Kenya. These findings are useful to firms in the financial sector in decisions formulation involving communication strategies and clients’ recruitment.The study recommends for investment and improvement in communication strategies since clients are very delicate and prone to influence by strategies of competition. Adoption of communication strategies should be ensured to motive clients hence leading to high firms’ performance in the long run.