Communications get personal: How leaders can engage employees during a return to work
When the COVID-19 crisis first erupted, organizations across the world were plunged into such uncertainty it was hard for many to know whether they would emerge intact. Now, though the road ahead remains difficult, leaders are shifting from whether they can return to how to do so.
Leaders are also having to manage waves of unforeseen crises, including the recent protests in the United States and elsewhere. These events can take as much of a toll on workers’ productivity and mental health as radical, rapid changes in the workplace. Employees will have to confront cycles of disruption and adaptation, driven both by pandemic-related health reasons and new business imperatives, ranging from reorganizations to further reductions in workforces or furloughs.
This reentry and recovery phase of the pandemic crisis provides leaders with a compelling reason to engage and strengthen overall connections with employees. Recognizing and addressing the core human emotions of grief, loss, and anxiety in the workplace is a chance to rebuild organizational health, productivity, and talent retention. It provides a historic opportunity to overcome the stigma of mental and emotional health as taboo topics for workplace discussion, especially the feelings of isolation and shame that are attached to job losses and other employment casualties.
Companies that have pledged to support their workforces and have delivered on that promise have demonstrated their reliability and bolstered their reputations. Now is the time to continue to maintain and build on that trust, as the focus shifts from public health in general to the specifics of each organization’s individual recoveries.
Clear and inspiring communication is central to making this next unsteady phase a success. In addition to moving decisively on strategic changes, leaders need to help rattled workforces believe in the future. For many people, their employer has been a zone of relative stability during a time of chronic uncertainty. Employees have viewed corporate leaders1 as the most trusted source of information since the frantic early days of the pandemic, especially where state institutions have been less reliable in their responses.
Communication messaging and activity in four overlapping phases will help employees move from loss to renewal. These steps—laying the groundwork, honoring the past, marking the transition, and looking to the future—can help leaders design the right approach to communicating that works for their organization’s circumstances, culture, and history.
Because actual experiences of the pandemic will have varied, we segment organizations into “survivors” (struggling to stay in business), “adapters” (having to change their business models radically), and “thrivers” (well-positioned because of extra demand or because they were already working remotely). Some of the ideas below will need to be nuanced differently for each segment.
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Πηγή: mckinsey
