Exploring the Role of Digital Communication Tools in Shaping Organisational Culture and Enhancing Internal Communication

Introduction: The issue of optimising the organisational culture of enterprises and improving the communication space within companies is becoming increasingly relevant. Currently, the effectiveness of personnel policy and implementing an employee motivation system play a significant role in management processes. Objectives: The study aims to provide an extended analysis of the functionality of modern digital tools in the context of the development of communication and the organisational culture of companies. Methods: In the process, a set of complementary research methods was used: analysis method, synthesis method, comparison method, induction and deduction method, historical and logical method and method of scientific abstraction, prognostic method, generalisation method. Results: The priority directions of digital transformation of organisational and communication culture are identified. The innovative conceptual model of organisational culture and communication space has been based on strategic management and the defined goals of enterprise development. The importance of introducing the concept of continuous self-development of personnel and continuous improvement of communication skills, with the use of innovative digital tools, is proved, which helps to increase the level of trust, respect and mutual understanding in the team, stimulates employees to perform their duties responsibly. Conclusions: Thus, the research establishes the apparent need to transform the organisational culture of modern companies in the direction of critical thinking, teamwork, adaptability, creativity and mobility, which will allow the most efficient integration of digital processes into the management environment with minimal risks. It has been proven that a high level of corporate culture ensures the prestige and competitiveness of an enterprise.