Leadership in a Time of Crisis

COVID-19 will impact you, your company and your brand for at least 5 years and likely beyond. The question is how can you, as a leader, effectively show compassion and empathy that will have a positive impact on the lives of your employees and your brand for years to come.

Although many things are out of your control, you can certainly control the narrative as it relates to your EMPLOYER BRANDING.

I am in no position to tell anyone what to do financially or with the employment of their workforce because every situation is different, but there are aspects that are in YOUR control that I’d like to address. 

Because many people don’t quite understand fully what Employer Branding is, here is the definition:

Employer brand is the image of your organization as a 'great place to work' in the mind of current employees and key stakeholders in the external market (active and passive candidates, clients, customers and other key stakeholders). 

Employer branding is therefore concerned with your attraction, engagement and retention initiatives. Under regular circumstances you and your organization may do a good job of employer branding and communicating your employee value proposition through words and action. But how do you do during a crisis? With so much uncertainty and worry spreading across the nation are you communicating and leading your teams effectively?

Employees spend roughly ? of their life AT WORK and they rely on their employer to provide certain psychological and emotional support as well as financial means to survive and thrive. Today more than ever they are looking to their managers, their bosses and executive leadership to lead with a cool head. What you do today matters, and your employees WILL take notice. Remember the old adage,

“Crisis does not build character, it reveals it.”

My goal is to get leaders thinking about HOW to lead during a crisis and the lasting impact their actions have (whether that is good or bad is up to you). Think of this as an opportunity to showcase your strong and compassionate leadership that in turn can enhance your employer brand and set yourself up for a future where you can not only retain the best, but also recruit winners to join an organization that was able to set itself apart during the toughest of times. 

So, what should you do if you’re responsible for a team, organization, or company? Following are a few suggestions.

• Compassion (it all starts with having a heart...and showing it)
• Empathy (you are human too and feel the anxiety of uncertain times like everyone else)
• Educate Yourself (dig deep - not just the easy headlines, news channels or social media)
• Be Flexible (there is a new reality, so things must change and adapt)
• Safety First (anchor your decisions with this principle)
• Build a Clear Plan (this plan may change, but at least have one)
• Leverage your Team (your hired them for a reason, lean on them, they are capable)
• No Such thing as Over-Communicating (video is the best, make it consistent)
• Be Authentic (let your true colors shine)
• Manage Yourself (without being clear yourself, you can’t be clear for others)

Here is an article from Forbes that goes on in more detail how to live and execute these principles of leadership during these difficult times.

So remember to be flexible, be adaptive, and be willing to make difficult choices. Your employees will long remember how they were treated during this crisis. Nothing drives employee loyalty and engagement more than knowing “my boss cares about me as a human being and was there for me when I needed them.” As a leader you should treat this COVID-19 crisis as a defining moment for yourself and your organization. Step up, show compassion and empathy and lead accordingly!

How you act and lead today will impact your Employer Brand and your ability to retain and recruit talent for years to come! 

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If I can support you or your organization in any way, please do let me know. Be well and God Bless!

-James D Walton