Amid the COVID-19 outbreak, leaders now serve as “chief empathy officers,” according to recent research provided by public relations firm Edelman. Edelman’s study found that people believe their employer is more prepared to deal with the crisis than the government.
So, what does this mean for commercial and industrial construction leaders? In addition to sharing factual information, business leaders must work to serve the emotional needs of their employees via their actions and communication. Here are some tips for employee communication during this challenging time.
Lead with empathy and transparency
Edelman’s research indicates the emotional accessibility shown through empathy demonstrates the highest level of strength from leaders. A leader’s ability to step into the shoes of employees builds trust and confidence.
As many construction leaders face challenging business decisions such as budget cuts or layoffs, treat impacted employees with integrity and honesty by communicating with compassion and transparency. Over the past month, excellent examples have emerged of business leaders speaking with compassion and openness about the impacts of COVID-19 on their people and businesses.
Connect with remote workers via video
Videos from leaders are critically important to maintain physical or social distancing. The heightened visibility allows leaders to stay connected with the remote workforce and essential workers in the field as this pandemic unfolds over the next several months.
Consider a live video chat with employees to discuss safety and business updates regularly. Video conferencing supports mobile and desktop setups for field employees and employees behind the desk. If mobile video conferencing isn’t available, distribute a recording of the live chat to broadcast at the jobsites for essential personnel working in the field.
Also, make sure to take questions from employees, addressing any concerns or rumors.
Finally, this is not a time for overly produced “corporate” videos. Recorded videos by phone of leaders working in their own home offices demonstrate safety, empathy and authenticity.
Make the company’s intranet the go-to source
To improve communication and support employees, dedicate a page on the company’s intranet for COVID-19 communications. Include timely and relevant news, including articles, blogs, live streams and videos, but do not merely dump page after page of information. Make sure the intranet is organized and easily searchable. Also, include information such as mental health resources and tips for remote working to help support employees during this uncertain time.
Additionally, allow an opportunity on the site for employees to share concerns, suggestions for improvement and successes with leaders and the rest of the company.
Embrace texts or apps
While company apps can be an excellent solution for remote workers, it may not already be an existing tool for companies. Many companies have an emergency text-alert system up and running for workers in the field. Use that service to text significant COVID-19 responses and communications to remote workers. It is a cost-effective solution that does not require employees to undertake extra training or to download anything.
Adopt online interactions
Leaders who lead with empathy are engaging people digitally and, in many cases, inspiring employees to remain motivated while maintaining physical distancing. Once a week, leaders should consider being active on social media by posting content (e.g., a photo from the home office or a message of gratitude to employees) or interacting with employees by commenting on their posts.
Remember to share the positivity
People need positive news now more than ever. Leaders may want to task team leads in the company to identify internal, uplifting stories, to share with employees. Examples include an employee who mass-produces masks for his or her neighbors or a team that hosts virtual coffee breaks to stay connected. Make sure to highlight these wins to the workforce to inspire and motivate others in an uncertain time.
Communicating during COVID-19 is not easy. Yet, empathic messages from business leaders, partnered with smart messaging practices, will help keep the workforce feeling engaged and informed as the pandemic continues to impact the world.
