Focus on now / plan for tomorrow: communicating about COVID-19 to employees
Communicating change to employees is always difficult, but the COVID-19 outbreak poses a unique challenge – because uncertainty can be the toughest scenario to accept, even more than a negative outcome. That said, trust underpins good communication and a new global survey shows that employees are looking to their companies – more than to their governments – for credible information about the coronavirus. Here’s how companies can capitalize on this trust now and solidify a foundation for even greater employee engagement after the pandemic has moved on.
Use reliable sources. When our car makes an alarming noise, we call a mechanic, not a plumber. With a public health crisis, employees want their companies to tap into public health experts, scientists and doctors for the most up-to-date medical advice and information about measures being put in place – not pundits, politicians or alternative media outlets that may (knowingly or not) spread misinformation about the virus. In these circumstances, expertise is the coin of the realm.
Fill the void. Critical information about COVID-19 – the availability of testing, new travel restrictions, the number of affected people – is literally changing daily, even hourly. Communicating effectively during this crisis means giving, and maintaining, regular updates with the latest information and its impact on the organization. This doesn’t mean overwhelming employees with constant alerts but, rather, letting them know when to expect updates and clearly articulating what material has been added or modified. The goal should always be to answer the most critical question on people’s minds: what does this mean for me?
Keep the connection. Our lives and routines are being upended by the social distancing measures that are now in place. Professionally, many employees see work as a significant part of their identity. Organizations can nurture this bond, even when people are working remotely, by highlighting how their colleagues are coping, showcasing progress on key projects, soliciting positive stories to share, setting aside a moment for mindfulness during team calls, using video conferencing (vs. audio only) whenever possible and other virtual ways to sustain a feeling of connection.
Plan for “the day after.” Though it’s far too early to think about the post-COVID-19 world, building (or beefing up) the right communication “infrastructure” now – using multiple, targeted channels to reach employees; training leaders how to communicate effectively, online and offline; and rallying around a shared, consistent narrative for the business – will help organizations stay productive and engaged when the crisis recedes.
We’re now battling COVID-19 on all fronts. The storyline for how we work, how we live, how we function as a society is being written, and rewritten, as we speak. Organizations that take the reins and aggressively provide their employees with credible, timely information and meaningful virtual connections – and put the right communication practices in place – will help manage the ambiguity and anchor themselves for a successful recovery.