OWC has spent years successfully highlighting client values because customers, partners and investors want to work with companies that share their values. In recent years, “people first” has been a fundamental value among our clients in tech, healthcare and finance. Rapid growth made these messages critical for attracting and retaining talent.
The pandemic has dealt a blow to every industry. The hockey-stick growth we thought would last forever is no more, and now lives, jobs and whole businesses have been lost. Companies are doing several things to try to weather the storm — from pay cuts to furloughs to layoffs and shutdowns. What now? How do companies reconcile a people-first persona with the new reality?
OWC has been a guide for many businesses during times of crisis. The truths of crisis communications have never been more important and here is what we urge companies who have spent years creating reputations as people-first companies keep in mind:
- DON’T confuse mandated changes with exceptional actions. Working from home used to be a perk. It was something progressive companies were offering to attract employees. However, it is now the cost of doing business with many states, counties or cities requiring social distancing, limited occupancy and other restrictions. A company’s new work from home policy isn’t a people-first initiative. Companies depend on their employees to operate, so taking steps to continue to bring in revenue is in the company’s best interest, not a perk.
- DO find new ways to connect with your employees. Providing tools for employees to work from home effectively and taking the time to check in on how they are handling the new work environment and routine are ways to be “people first” in the new reality. These are the things that will set you apart and build company culture. Businesses are bringing motivational leaders to encourage employees to make the most of each day. “Providence favors the prepared. Time doesn’t stop. Use this time to prepare to win,” said John Harbaugh, coach of the Baltimore Ravens, who spoke on a Zoom call to hundreds of employees of a client.
- DON’T minimize bad news or make it about you. For those companies that are in the tough position of having to make pay cuts, furlough or lay off employees, remember the golden rule of breaking bad news – don’t tell people how they should feel about the news. Everyone knows these are hard times, but that doesn’t make it any easier when you are the one on the receiving end. Especially when it comes to layoffs, the conversation needs to be straightforward, sympathetic and free from a “silver lining” that you think the person should see.
- DO communicate bad news via the same channels and with the same mentality that you have communicated historically. There were dozens of articles thrashing the Bird scooter company when it laid off over 400 employees via a two-minute Zoom call. The brevity, the carpet-bomb approach, the scripted delivery, the fact that it wasn’t the CEO who broke the news – these were all consistently called out by the media and dealt reputational blows unlikely to be forgotten. If you’ve been a people-first company, treat your employees like people. Some companies are able to provide severance packages and other forms of compensation, but many have lost significant revenue and can’t offer these financial cushions. However, every company can afford a conversation, an honest explanation, a recommendation (even just via LinkedIn) or the simple promise to stay in touch.
- DON’T go silent and turn a blind eye to issues that arise on social media, whether it be from angry employees or customers. Don’t add credibility to accusations and negative feedback, but be able to tell your story and messaging.
- DO share relevant news and ways that your company is adapting to change and/or supporting the community.
Reputational value and business value have never been more intertwined. We all loved John Krasinski’s “Some Good News” segments, but you’d best believe that the public – employees, customers and the media – are tracking and talking about the companies that stand out for good and bad behavior.
