In Times of Crisis, Internal Communications Is More Important Than Ever

Do we really want to heed the words of the ancient proverb, “May you live in interesting times”? Ugh, no thanks, but that’s where we find ourselves halfway through 2020. Unable to see into the future, businesses and organizations of all shapes and sizes struggle to plan, adjust, and simply survive in this ongoing state of evolution – and disbelief. 

As the racial divide takes center stage, COVID-19 is still a threat, employees are still being furloughed or let go, gig economy workers are suffering, and many businesses are still prohibited from even opening. With all of that in play, how can any one of us really focus on our bottom line? 

Well actually, that upheaval and uncertainty is precisely the reason we should focus on cash flow and the bottom line. The economy is in a state of flux, and to best prepare for the uncertainty, we all must find ways to move our businesses forward. Having a strong company (or organizational) culture just may be what gets us through these challenging times. So what does that mean exactly? And how has it evolved in the face of the events of the past few weeks?

What’s a strong company culture? What’s a healthy organizational culture? 

Most of us can agree that a strong culture requires strong leadership, a positive work environment, and engaged employees, but as a friend and mentor of mine would say, those are just “table stakes.” The easy ones. And everyone says they have that anyway, (whether it’s true or not). 

But company culture is more than that, and a truly great culture will have a direct impact on your business, resulting in improved employee retention, increased employee morale, happier customers, and yes, a positive impact on the bottom line.  

And while we appreciate the bottom line part, we know that the other benefits of a strong culture are just as critical to a flourishing business and a happy team. 

What people are looking for now is true engagement, well beyond just saying the word – which has become a bit of a marketing buzzword anyway. They want to be heard. They want their voice and their opinions to matter. And they deserve it.

While we’re talking about what employees are looking for, let’s add inclusiveness, transparency, and now more than ever, an empathetic, supportive leader who believes in taking action when action needs to be taken. 

These are real attributes that can’t develop overnight, and for those who don’t have these in place, you’re probably feeling the pain more than others. 

What’s happened in this country and around the world since the death of George Floyd has brought this thinking front and center. It used to be enough to say “we’re with you” or “we support you” or to make a token donation to a worthy cause. But all of a sudden, and rightfully so, your team – no matter their race, age, or sexual orientation – wants to understand – and help determine – if what you’re doing is sustainable and if it really will make a difference in the world. 

As my friend and former colleague, Chris Malone, shares in his book, The Human Brand, the most successful brands exhibit two attributes: warmth and competence. I’d offer that the same is true for successful friendships, marriages, and professional relationships. If your employees trust you and know that company leadership is competent, anything is possible, right?

But even if you don’t have some of these attributes in place yet, they can still be influenced and can evolve over time. How you communicate with your team matters, and it goes a long way in developing that elusive, idyllic culture – whatever that means for you and your business. 

Internal Communications to the Rescue

One of the smartest ways to influence company culture is through your approach to internal communications. Without a doubt, your employees are your greatest asset. Without your employees, there’s no product, no service, no brand, no support – and then there are no customers, no donors, no believers.

How you communicate with your employees is critical. You need to show your team the same level of respect, care, and attention you expect to receive yourself – and that you expect them to provide to your customers and clients. Your customers need to trust you – and your team. Direct and transparent internal communications, sometimes called employee communications, are how you achieve that. 

As with any communications initiative, it’s important to start with your audience:

• Who is your target?

• What are their characteristics? 

• What messages do they respond to? 

• In what format(s) should those messages appear? 

• How often should those messages be distributed?

We often see internal communications distributed via email, but there are other tools and private communities that allow direct engagement with your team. For some employees, texting is the way to go. For others, it’s email. And still others may respond best to a printed piece. And don’t forget about providing communications in the native languages of all members of your workforce. What a kind move it is to communicate with your workers in a way that shows your true understanding!

It’s a Two-Way Street

Your internal communications strategy is just as much about listening as it is about distributing – and now, even more so. We have a wealth of knowledge at our fingertips – literally the insights available from your employees – so access it! 

The most positive and transparent company cultures are the ones that are not only open to employee insights, but seek them out. By inviting the extended team to share perspectives and participate in company-wide conversations, you build trust with your team and get true out-of-the-box thinking, leading to real employee engagement. Think of how many ideas could be generated by just asking the questions of your team! 

So just like we asked earlier, why not ask the team?

• What do they want to hear from you?

• In what format?

• In what languages?

• How often?

• How can they engage with you?

• What ideas do they have?

All of these can lead to positive employee experiences, and then, increased retention. When your employees can see the value they bring to your organization, you are sure to deepen relationships, boost commitment, and strengthen the overall company culture. 

In our current climate, actions speak louder than words, but the words remain critically important. One can’t happen without the other, and when your employees are happy, your customers are happy. And happy customers come back for more. So it’s time to figure out how you can adapt your internal communications to include real action, all of which will build a more positive, transparent company culture, and in turn, grow your bottom line.  

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Want to learn more about the value of employee communications and company culture? Here are a few great resources:

Employee Engagement Should Be Seen As A Marketing Investment
9 Clever Strategies for Employee Retention
5 Ways to Develop More Meaningful Relationships At Work
8 Ways Your Company Culture Increases Your Bottom Line