Redefining Communications in the Post-Covid-19 Era

Covid-19 has transformed the way the world works, with work-from-home initiatives and virtual meetings taking centre stage. In navigating the new normal, businesses need to rethink how the business agenda can be better supported. Similarly, our approach to Communications has to evolve to ensure efficacy amidst changing times. 

1)    Communicate with an empathic lens and start building our Trust bank

Until the Covid-19 situation settles, work and home life will remain merged. In light of reduced face-to-face interaction among colleagues, the need for social interaction to foster camaraderie within the company has never been stronger. It is a scientific fact that all humans need social interaction (source: https://www.nytimes.com/2017/06/12/well/live/having-friends-is-good-for-you.html), with such connections critical for mental and physical health. With the reduction in interaction during Covid-19 amongst colleagues, we need to explore new ways to connect and foster pre-Covid-19 relationship levels. Take this opportunity to consider campaigns that will strengthen our corporate culture and define who we are as a company.

At Menarini Asia Pacific, one of the ways which we demonstrate care and shore up employees’ morale during prolonged Work From Home is the launch of our weekly Menarini FM broadcast to help our employees stay virtually connected and engaged with the latest developments in the Company. The platform was used to also deliver key leadership messages, address topical subjects like WFH more productively, mental health, juggling work and family at home and how to live out our brand promise, Invigorating Lives, even during circuit breaker. Besides the launch of an internal communications platform, we also took a leap at our maiden Instagram campaign that united us as Menarini Asia-Pacific in support of #HealthcareHeros and the fight against COVID-19! Through the 2-week campaign, we gathered a total of 639 pledges in drawings, singing compilations, IG stories and original posts, both by individuals and groups from 8 markets that showed solidarity and encouraged people to stay at home to “flatten the curve”. The results were more than heartening to see not just the outpouring of support from our people but also a above IG global engagement rate of 13.4%!

 One other example of this is the Singapore Government’s recent communications that focused on the social fabric of the nation in addition to our economic recovery. When we bring people together in support of a common cause, it builds identity and unity. Where possible, it’s important to explore how we can exemplify our Brand Promise of Invigorating Lives and do good to bring our people together. Covid-19 has been one of the most challenging pandemics – let’s do our part to embark on corporate initiatives that will make a difference.

More than our capabilities, we need to emphasis the greater good. A survey by Edelman (Covid-19 Brand Trust Report) found that brands should leverage the current situation to enhance consumer engagement or risk losing the relationship forever.

• 65 percent of respondents said that a brand’s response in the crisis will have a huge impact on their likelihood of purchasing it in the future.
•  60 percent said that they are turning to brands that they absolutely can trust.
• Over one-third of consumers (82 percent in China; 60 percent in India) said that they have started using a new brand because of the innovative or compassionate way that it has responded.

In contrast, there is great risk to brands that are perceived to be acting unsympathetically. One-third of respondents have already convinced other people to stop using a brand that was not acting appropriatelyIt is definitely worthwhile to over-communicate our CSR activities to build up brand trust.

2)     Go digital and shape our story well

During this period, all social media platforms have registered a rise in social media usage. According to Forbes (April 2020), a study of 25,000 consumers across 30 markets showed engagement increasing 61 percent over normal usage rates. Messaging across Facebook, Instagram and WhatsApp rose 50 percent in countries hardest hit by the virus.

Amidst this, businesses have found renewed value. Forbes has seen a 15 to 20 percent increase in posts from 18 million users, as companies reach out to customers and employees. Moreover, how companies use social media is changing. Forbes’ data shows marketing and advertisements have given way to direct engagement — one-on-one interaction with other people, with businesses prioritising connections over conversions.

Kelly Frederickson, CEO of MullenLowe, said, “Most consumers don’t mind hearing from brands as long as it is a solution, where we are not trying to sell something, but we are trying to solve something.” Amidst this turmoil, people are looking for hope, not an aggressive sales pitch. Thus, we need to re-package our content to meet the needs of the present. Can we offer tips to help our consumers to manage their fears and anxiety? How can we better share about a certain capability/strength of our products?

In the case of the recent Airbnb lay-off, the management made the unprecedented move to use social media to help affected workers regain employment. In doing so, they not only shared about the company’s plight but also positioned themselves in a very good light by leveraging their LinkedIn network to extend a helping hand to those in need.

When used correctly, social media is a powerful tool.

3)     Rev up communications on employer branding 

Digital usage is on the rise during Covid-19, with LinkedIn registering a 45 percent increase in time spent and Instagram reporting doubled usage. This will continue post-Covid-19. Beginning with our people, we need to determine how we can better leverage social media to share our company story and build employer branding. This is perhaps the best time to embrace the power of social networking platforms and start grooming employee influencers. Our employees are our touchpoints and mouthpieces through which we can cement the company's reputation as an employer of choice.

As we plan for our next phase of growth, consider how we can attract top talents. By communicating our company culture, we can benefit from liked-minded candidates who will be the right fit and help move the needle.

Across the board, companies are using social media to increase brand image by communicating and engaging both employees and potential candidates. Recent LinkedIn data showed a 58 percent increase in member reactions to articles on company initiatives from early 2020 to April 2020. Similarly, content creation on LinkedIn marked a 60 percent year-on-year increase in March 2020.

With employees using social media to find out what our industry and competitors are doing, our posts can boost pride and cement our reputation. Our employees are our best assets and spokespersons. With them on our side, we can drive engagement, expand our reach and secure a strong employer brand.