“We Want Beards!” Internal Communications Lessons from the Ivory Tower of Navy Policy

In today’s world of information overload, workforce communication to dedicated employees can often get buried—especially when those ‘employees’ are Sailors standing watches, sitting at consoles, directing helicopters to land on the flight deck.

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But in a military world, where policy dictates how you dress, shave, cut your hair, conduct physical activity, can promote in your career, or when you can take time off…you tend to get people’s attention when you announce a policy shift.

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Such was dynamic inside the communications department at the Chief of Personnel, where we would put out a policy change on Facebook and watch hundreds of comments explode on our page in a matter of minutes. ??

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Given this dynamic, there was no better moment for this feedback loop than putting on a global townhall using Facebook Live. Imagine the scene: a three-star admiral, the Chief of Personnel, and the Fleet Master Chief standing mic'd up with the studio lights on, addressing a vast audience of Sailors and their families stationed literally around the world. With a carefully scripted presentation as a starting place, the two senior leaders tackled questions submitted beforehand and seamlessly integrated live questions posted on Facebook. The Chief of Naval Personnel's adeptness at answering questions, expressing genuine gratitude, and delicately hinting at policy consideration showcased a communication masterclass.

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Putting the 'top brass' out there is undeniably challenging, yet vital. The allure of witnessing the Chief of Naval Personnel in action was not just about the authority he had to change policy but the human connection formed through direct communication. Sailors understood that the admiral had the power to alter policies with a stroke of the pen, making these interactions highly anticipated and impactful.

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While Facebook may be perceived as a dying platform, it served as our communication hub. Much like sailors monitoring radars on a ship, we vigilantly observed the platform for insights. Amidst the laughable comments, we found valuable and insightful feedback that provided a pulse on how policies affected the fleet. This nexus between policy and people became a powerful channel for shaping decisions and ensuring policies resonated with the workforce.

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Reflecting on this experience, I offer five insights for communicators in similar internal communication roles:

?1. Get the Senior Leader Out There in Front of the Workforce:

The presence of senior leaders fosters transparency and builds trust. Seeing leaders engage directly resonates profoundly with the workforce, creating a connection that transcends the normal chain of command.

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2. Empower Voices:

Create platforms where every voice is heard. Whether through townhalls or online forums, empowering diverse voices ensures a more inclusive and representative communication strategy.

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3. Be Responsive:

Timely responses to questions and feedback demonstrate a commitment to engagement. Acknowledge contributions, express gratitude, and provide thoughtful responses to foster a culture of responsiveness. A big part of our job at CNP was hunting down policy makers who knew the ‘chapter and verse’ of some of the most obscure policies to answer Sailors questions.

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4. Pass Feedback to Decision Makers:

Act as a conduit between the workforce and decision-makers. Channel valuable insights gathered from communication channels back to leaders, ensuring that policies are shaped by the real experiences and concerns of the workforce. Senior leaders often rise to the top because of the value they place on the people who support them. When a human touch is placed on feedback, they perk up—and take action.

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5. ?Highlight Workplace Policies that Do Change:

Communicate back to the workforce policy changes resulting from feedback. Showcasing tangible outcomes encourages continued engagement from the workforce.

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Though Sailors never got beards, there were a number of policies that made their life better. It made being a communicator in that environment incredibly rewarding.