2020 Showed Us the Value of Employee Communications – Let’s Not Forget That Next Year

Like most people, I’m reflecting on the most ridiculously fast yet slow year I can or ever will remember. We were just debating whether we were going to get up early for St. Patrick’s Day or stay out late – it turns out that it just didn’t matter. I’ve been working from home and homing from work since March 10. I’ve seen and heard my share of stories from my friends and colleagues – some lost loved ones to COVID-19, some were stories of recovery, others lost jobs, and some grabbed new ones – and never have I heard the word ‘furloughed’ tossed about so frequently.

I have colleagues across multiple industries: consulting, finance, real estate, entertainment, travel, manufacturing, transportation, food service, retail, insurance, technology consulting, education – and throughout all of these spaces, EMPLOYEES were front and center – all day, every day. As a professional communicator with 20+ years dedicated to the internal audience – 2020 was a masterclass in effective employee communications. In my current role, I communicate on behalf of our chief executive. This year, with a team of cross-functional experts, we worked diligently together to ensure we got the message right – the tone right – the issues right – hit the right frequency – through the right channel/s – captured and addressed all the questions – and we did it while looking across all of our offices around the world, each with its own timeline, issues, and challenges. Truly an unforgettable learning opportunity for all of us.

For the last several years, I’ve been fortunate to be included in a topical carousel of communications disciplines for Northwestern’s MSC HLP In-Residence Cohort. I’ve always hosted the session on Crisis Communications and while I’m able to draw on much of my experience whether about financial risks, food safety, intellectual property, data breaches – this year our conversation naturally drifted to the pandemic. I always enjoy this course and a big shout out to Amy Hauenstein and Michelle Shumate at the undergrad level – but naturally we all had our stories. The common denominator of these and other conversations and programs this year was the critical role that employee communications held. What do we say? Hell – what do we KNOW? When will it change? How do we address everyone’s questions? How much can we say? How much SHOULD we say? When is this over? Though hopefully we’re closer to the end now than the beginning of the pandemic, ultimately – being genuine was the winning ingredient. Employees can sniff out anything less and in looking back at the last 9 months – I’ve learned a lot about people and human nature more than anything else.

I always say that employee communications is an art and a science – sometimes it’s ALL art and barely any science because (and I’ll state the obvious here), we’re all people and we all want to hear it straight without any posturing. During the pandemic, it mattered because it was more than just about re-orgs or pay adjustments, or new leadership – it was truly people’s lives. Resources to work from home, client relationships, mental wellness, staying engaged, school, daycare, after-school care, virtually EVERYTHING changed. My hope is that leaders not soon forget how important the employee communications function is – not just during a pandemic. Employees are the first reflection of your brand and if that breaks down – it will take a long time to get it back. After my one-year anniversary at McDonald’s, I received a golden arches lapel pin. When he gave it to me, the late and very great Jim Lynn told me to wear it on my next flight and ‘see what happens.’ I only wore it once because the person next to me wouldn’t stop telling me all the times their order was wrong or asking me why the McRib isn’t served all year round (that’s a completely separate and divisive topic as it turns out). It was then that I really learned how important employees are when we’re talking about the “value” of communications.

With 2021 on the near horizon, I speculate on what will change and what will not. I could be way off base, or I could be spot on – only time will tell. For my part, I’ll be paying attention to these three basic ingredients for successful employee communications:

Clarity: Employees know when information is being withheld. Share what you can and when you can. Spare yourselves the rumor mill.

Candor: If it’s bad – say it. If you don’t know the answer – say it. But be sure to communicate when you do have the answer. Employees have long memories.

Sincerity: Stop the spin. Every business is a people business - and people don't want to be pitched or sold. Employees have little time for jargon or corporate speak - they see right through it.

I hope for nothing but the best in 2021 for all of us. Let’s learn from where we’ve been, so if we ever find ourselves back here again, we’re more equipped. Even if we don’t find ourselves here again (and I hope we don't) – we’ll have a greater appreciation for employee communications and the unmistakable value it has in every organization.