Why your communications style matters when it comes to virtual leadership

The Hoxby model for effective virtual leadership

A guide to leading teams in hybrid and remote environments

Keeping in contact

At the start of this series we introduced the Hoxby Model of Remote Leadership? and the 14 domains in which effective virtual leaders excel. So far we have explored the importance of agile experimentation and resilience. This week we are looking at communication in leadership, drawing on inspiration and insights from Alex Hirst and Lizzie Penny (co-founders of Hoxby), Richard Grazier (MD of Community Brands) and Rachel Watson (MD of Finance at Hoxby).

One interesting outcome from our research into leadership was the prominence and weighting that the communication domain received. It was usually raised first and talked about repeatedly and in a multifaceted way. The suggestion is that communication is the ‘do or die’ of virtual leadership – it is the one thing you have to do before all else in order to succeed. Yet data shows 91% of employees feel their boss lacks this crucial skill.

Moving online has changed the way we communicate. In written format, without body language to imply tone, communications must be considered and explicit. Leaders must demonstrate emotional intelligence, empathy and authenticity in their writing (we’ll share more on authenticity next week). While this may seem laborious, communicating this way comes with huge benefits – you have time to consider how you express yourself and how to make your words truly meaningful.

For Alex and Lizzie, video is an integral part of how they communicate day to day. Whether they are videos for the whole Hoxby community or one-to-one video exchanges, a huge amount of thought and effort goes into them. As a leader it is important to consider how you can encourage engagement. How can you make your content refreshing and exciting? How can you involve people in the discussion? Can you hide ‘easter eggs’ in the background? Run prize draws? At Hoxby, Alex and Lizzie make company announcements in fancy dress, by rapping or through role play. It is one of the most fun aspects about their leadership! At Community Brands, Richard Grazier sits in a different place in his house for each company meeting – in the kitchen, by the piano, anywhere that might provide interest and is distinct from the previous meeting. 

Hoxby leaders Alex and Lizzie having fun with their video communications.

Rachel Watson, MD of Finance at Hoxby, also highlighted how one bad piece of communication can undo months of good work. There is lots of evidence that humans recall bad experiences more than positive ones. Almost everyone remembers negative things more strongly and in more detail – in fact, it takes three positive experiences to offset one negative one. So it is critical to consider and carefully phrase communications that could be interpreted negatively. 

Rachel pointed to a recent experience where she rushed the writing of a message and was dismayed to find that the team instantly felt demotivated and unvalued. Fortunately (because she’s such a fab leader) Rachel was able to recognise her mistake and by apologising to the team and explaining her intentions better she was able to rectify the situation. 

Key takeaways

• Take some time to reflect on your own communication style. How can you make it more engaging and memorable? Do you communicate enough? Ask your team if there is anything they would like more information or regular updates on.

Next week we will take a look at the importance of authenticity in effective virtual leadership. If you can’t wait to read the entire series you can request the full PDF here and see how the theory comes to life through real examples of brilliant virtual leadership.