A highly communicable virus requires a high level of communication now that the road back to the office is opening, and our savviest clients are already planning how to inform employees, vendors, landlords and customers where they stand. They want to get the return to the office right, despite the challenges of uncertainty and inevitable workplace confusion. Here are four steps leading companies are taking to assure a smooth transition from where we are now to where we hope to be soon.
Engage with the workforce. Strong personal connections help weather potential storms in the absence of any one-size-fits-all return plan. In every company, some employees are eager for the COVID vaccination, others are skeptical or fearful. Staff members differ widely in their experience with working from home—some have found it liberating, others, especially families with small children, can’t wait to get back to an office routine. Leadership therefore requires empathy and flexibility. Engagement profits from one-on-one meetings, rather than gang emails announcing policy from above. Good corporate communication provides a safe space for employees to voice their concerns, make suggestions, and feel part of change, not a victim of it.
Provide a safe space. Despite inoculation, health fears will be with us for a while. Workers and customers expect clear communication of revised barriers, whether of plexiglass, masks or physical interaction. New social distancing guidelines should be explicit and well-defined. Revision of protocols for common areas like conference rooms and break rooms need to be clearly posted and the reason for the changes made clear. Special accommodations should be anticipated and available if a vaccine is to be required before employees return to the office. The goal is transparency and proof that the issues have been thought out. Here are questions to be asked and answered: What’s Next: Communicating Back to Work.
Be flexible and don’t rush. What seems like a great plan in Q1 may need to change given a number of variables, including mutations of the virus. We all yearn for a daily routine without anxiety and commotion, but a disorganized strategy can allow a myriad of complications. An employee who feels undervalued or a sick team member can impact company morale and erode the trust that effective communication aims to create. Smart companies monitor government health mandates and the recommendations of public health experts because leadership that is ahead of the game contributes to staff security, goodwill and productivity.
Build trust. The newfound influence of business leaders grants a platform to disseminate information and calls to action. Take advantage of that in developing a “welcome back” plan. Our last newsletter reported on the Edelman Trust Barometer which shows that Americans trust businesses over politicians and the media. The recruitment by the state of Washington of Microsoft, Starbucks, Costco and others to aid in vaccine distribution is more evidence of the power of industry in times of crisis.
The insight of recent history is that in today’s health emergency we must work together, aim for flexibility and show our heart in communications to our teams, customers and business audience. All eyes are on us as we envision and undertake a safe and successful return to the office together, face-to-face.
Best,
Tracy
Olmstead Williams Communications
CEO and Founder
w 310.824.9000, c 310.387.7738
