Corporations around the world are struggling to communicate effectively with their employees in these unprecedented times. Our research has found that staying predictable, credible and relevant are the key challenges for companies of all sizes and sectors.
Companies of all sizes and sectors are struggling to communicate effectively with their employees during the COVID-19 pandemic burst. By informing employees, companies are adding to the general health effort. Enterprises face an added challenge: helping employees stay productive.
Here’s how key players from different sectors are tackling this unprecedented challenge.
1. The best crisis communications plan is predictable – employees know what to expect, and when
Effective communication in a crisis avoids (extra) surprises. Leaders are expected to establish frequent and routine moments to share vital information on the happenings inside the company, such as internal policies, procedures and any steps taken to handle the crisis.
Shared instructions are clear and communicated in simple terms. It is also important to highlight how measures might apply to those working in different business units or positions within the firm.
Setting these routines inside the company is key in order to provide an accessible and known space, where everyone can listen and learn, but also share new opinions. Different points of view translate into insights to be applied in the future.
2. Maintain credibility by relying solely on official sources
In their internal communication efforts, best-in-class companies inform teams using reliable sources and facts, evaluating the value and quality of each piece of information.
When communicating about COVID-19, accurate information derives from health organizations such as World Health Organization (WHO).
Avoiding contradictory message and filtering relevant available data at each point in time is the key mission of those seeking to reassure large teams. Top performers seek to explain what that means to people’s lives and how it impacts their daily work.
3. It is a vital time for leadership and support figures
Leaders are figureheads who answer questions, provide guidance to employees on key procedures and prevent escalation of panic.
Openness, transparency and empathy are key elements. Authority figures are the link between each person who works in the company and the business structure.
This means they should be in the forefront of the crisis either through testimonials, briefs, social media and any available channels, in a coordinated approach to reassure employees.
4. Keep information flowing both ways
In a crisis, companies have a duty to keep employees informed through all available channels.
An email to the entire staff on the status of the COVID-19 could increase stress levels, especially when there are no available channels to ask ensuing questions.
That is why internal communication should be delivered via multiple channels such as community FAQ, updates and guidelines in the intranet. This will maximize reach and ensure a better information beneficial for everyone.
5. Staying relevant means cutting through the noise
Companies are struggling to define a message to share with their own employees, at a time of uncertainty for all.
Around the world, credible organizations are avoiding promises at this stage: either on the state of the economy, health or on the performance of the company itself.
Also, corporations should avoid adding to extra panic with their own take on the situation. Repeating extensively the health guidelines already in display in media outlets, could cause stress and provide no further clarity. Also, interpreting economic figures and relief plans at this early stage might prove misleading in the long term.
Companies are expected to utilize the upcoming days to set their tone and message for all employees. Sticking to facts and to the steps the company is actually taking to endure the crisis has proven helpful. Tranquilizing messages from internal leaders in different areas are vital. Expert feedback and testimonials contribute to the emotional relief of the staff.
In short, here’s what key players from different sectors are communicating to their staff:
State the facts: Connect employees to timely, accurate information from WHO and State Health Departments. Provide clear instructions about what to do if employees suspect they have been exposed to Novel Coronavirus
Demystify the fear and outline the steps the organization is taking on behalf of its employees: Communicate the facts from authoritative resources on how Novel Coronavirus is spread and how to avoid infection.
Clearly articulate and communicate preventive actions the organization is taking to avert or contain transmission of Novel Coronavirus at work (focus on technology and techniques for employee safety, hygiene, biohazard disposal)
Promote safety steps that employees can take at work: Use posters, memos, emails, intranet postings, supervisor talking points, FAQs, etc. to promote preventive actions employees can take (hygiene and avoidance)
Describe the impact on the organization: Describe the potential impact of an outbreak on your operations, services, travel, supply chain, business, revenues, etc., so employees can plan accordingly.
Summarize company policies/positions: Describe health plan coverage (preventive and treatment), attendance, paid time off, payroll continuation, travel, and group meetings
Articulate work-from-home policies: One of the most effective strategies for limiting the spread of contagion among employees is to reduce human-to-human contact. If your organization supports telecommuting practices, clearly articulate procedures and expectations that employees should follow.
Promote safe travel policies: Consider the organization’s stance on employee travel and restrictions.
Promote alternatives to travel, such as web conferencing and phone meetings. If employees must travel, offer clear guidance on safety protocols.
More than ever before, employees are turning to internal channels for guidance. It falls on leaders to reassure their teams, create new routines, use official sources and stay relevant in these difficult times.