Employee communications have definitely evolved over the first six months of the COVID-19 crisis. Many leaders have now realized that a lot of their communication tools weren't very resilient to these recent changes. They didn't have a method to regularly communicate with employees, especially those who were working remotely.
To better position businesses in the coming year, here are some things leaders should keep in mind from a communications standpoint:
1. Get the message out that you’re still in business.
2. Communicate your message not just to employees, but also, to community leaders and trade media. The more they understand the current situation, the more they're going to be able to help you out as well.
3. Clarify your business purpose and storyline. Employees are wondering what's next and getting them to believe in the why is so important.
4. Develop a narrative around how your business is addressing sustainability. Talk about not just how you’re doing financially, but also, how you’re doing from an environmental aspect and social aspect.
5. It needs to be a shared purpose. It needs to be something that not just the leader can own, but the employees and customers need to own that purpose as well.
6. Continue to focus on that talent search. Make sure you're doing what you need to do to keep the employees engaged.
7. Stay connected with those local leaders and chamber and suppliers. Be a solution to the problem. There are so many other things leaders need to be focused on but that community engagement will pay dividends down the road.
8. Show how you can be a differentiator. Focus on what you're doing going forward. The history side of things is great as long as it's being used as a proof point that you're going to be here for a while.
9. Avoid getting into politics as a company. It tends to be a no-win situation in most cases.
10. Focus on what your crisis plan is. COVID won't be the last crisis that impacts your company. Whether it's a workplace fatality or an environmental disaster, make sure you have a playbook assembled so everyone knows their role.
