Some months ago our Employee Communication clients began to worry about the negative economic environment that is affecting the world. Based on their experience, they knew that the budget of their areas would be the first thing to be trimmed.
One of the first questions that comes up in a situation like the current one is: “Do we have to communicate?”. The answer is YES. Yes, if we want a communication that takes one unique message with certainties and peace of mind for employees. Yes, if we don’t want the water-cooler gossip to take over the organization. In a context with no communication, the organization leaves the good working atmosphere and the business inertia aside, and skepticism, nervousness and discomfort appear instead.
On the other hand, in spite of having the budget to communicate, this is not usually done due to the fear of what employees may say or think. In these cases, the “perceived value” is very important. For instance, if we develop an Internal Newsletter, we shouldn’t stop doing so, but instead of using special paper or having a full color print, we can choose more economical alternatives. Most of the times the difference in the investment is not substantial, but employees will feel that the organization cares for them and wants to keep them informed about what goes on in the company and the adopted behavior in times of crisis. At the same time, they will feel that the budget trimming they have to apply in their departments is also being applied in the communications area.
We must know that in times of crisis employees feel unmotivated and they are afraid of losing their jobs. They feel worse and worse each time and sometimes the situation makes them feel between a rock and a hard place. This is where Employee Communication is essential to make things clear, to be straightforward and to tell them what is going on, how challenges are being faced and what is the commitment the organization expects from them. Motivating employees and achieving an alignment of every employee with the organization’s objectives is the key to successfully overcome a crisis.
Let’s remember that employees are our ambassadors and that what they convey is the perception stakeholders will have about our organization.
| Benefits of Communicating and Non Communicating in Times of Crisis | |
| Communicating | Non Communicating |
| The organization has control | Water-cooler gossip takes over the organization |
| Employee aligned with the organization | Employee worried about his/her own situation |
| Acting proactively | Acting with fear |
| Generating inertia | Accusations among employees |
| Creative ideas | Being paralyzed |
| Commitments | Indolence |