How Employers Can Stay Engaged During the COVID-19 Pandemic
When the COVID-19 pandemic erupted, many businesses communicated the essential immediate things that their employees need to know, such as instructions for working remotely. How might employers stay engaged now? In fact, employers have a huge role now being a source of information about COVID-19 for employees, as a recently published Edelman survey indicates.
According to a 10-country survey that Edelman conducted, people cite their employers as the most trusted source of information about the COVID-19 pandemic – more trustworthy than the government and news media. In fact, employers are more trusted over government and news media sources all the time! Per Edelman:
We knew that government and media had trust challenges going into the crisis. The 2020 Edelman Trust Barometer showed that “my employer” was the most trusted institution by 18 points over business in general and NGOs, by 27 points over government and media. That explains our finding that employer communications is the most credible source of information about the coronavirus. Sixty-three percent said that they would believe information from that channel after one or two exposures, versus 58 percent for a government website and 51 percent for traditional media.
The implication is that employee communications is more essential not only during the pandemic but afterward. Here are some ways employers can stay engaged as the pandemic continues:
Lean heavily on employee communications channels.
This sounds obvious, but it’s important to first funnel all communications through email and other internal channels. Although social media can amplify your employee communications, Edelman also says that more than one-third of people said they would never believe social media if it were the only place they had seen information about COVID-19.
Communicate frequently.
Per Edelman, Employers are expected to update information regularly on COVID-19, “with 63 percent asking for daily updates, 20 percent wanting communications several times a day.” And there is a lot to communicate as we learn more about the COVID-19 virus and its impact on our daily lives.
Provide health and safety information
citing scientists and physicians, who rank highly as the most trusted sources during the pandemic. Don’t assume that employees are getting trustworthy health and safety information on their own. In the digital world, people are being buried with news and insights that might be overshadowing basic self-care tips. You can make things easier for them by providing a single source of reliable information.
Show employees how they can help.
Provide links to sources where employees can help those in need such as healthcare workers on the front lines. People want to help. But unfortunately it’s getting harder to find useful resources amid the blizzard of COVID-19 theories, speculation, and other information flying around the internet right now. Even better: if your business is directly engaged in humanitarian efforts to fight COVID-19, show employees how they can participate in your own program.
Go beyond the headlines.
As we rapidly adapt our lifestyles during this time of social distancing, we’re learning lessons – everything from how to use Teams effectively to how to stay physically fit while sheltering in place. You can provide a valuable service by collecting best practices and sharing them broadly among your employees. To be sure, employees are already sharing their own tips with each other as they stay connected. You can amplify those ideas more broadly.
Encourage employees.
Provide inspirational and uplifting information. No, you don’t need to be corporate Pollyanna. But there are many things a business can do to uplift its people, such as providing information about self-care topics such as practicing mindfulness; or links to sources of free entertainment and educational sources for people and their families juggling personal and professional lives at home. It’s critical to be mindful of your employees mental health and not just their performance at this time. It’s not uncommon for businesses to offer links to video with yoga tips right now.
Help employees do their jobs.
Keep lines of communication open for employees who need help staying focused and motivated. For instance, salespeople need guidance on how to stay engaged with their clients respectfully during a crisis. Communications for a specific function (HR, Sales, Marketing) are probably best handled at the departmental level.
Humanize your communications.
Be as personal and warm as you can. When possible, rely on communications platforms that allow people to see and talk with each other, such as Teams. Email is essential for rapid-fire, one-to-many content. But don’t forget to make that personal, human connection at the executive level and across the entire organization.
Finally, pay close attention during this rapidly unfolding situation. Monitor your own performance. Make note of what works and what doesn’t. Be ready to course correct on a moment’s notice. The lessons you learn now will serve you well long after the pandemic subsides. Your employee communications are more vital than ever.
Contact IDX
At IDX, we have strong experience helping businesses plan and implement communications to attract and keep employees. Contact us. We are here to help you.