Communications in the 21st Century

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June 14, 2007 - By Roger D. Sommer, SPHR

So much has been written about communications, why another article? Well, why is it that "communications" is ranked so low on most employee opinion surveys? Could it be that management isn't doing it right, particularly for the younger workers?

Communicating to employees used to be so simple – you told them what to do, and they did it!  But times have changed.  Even some of the tried and true ways of getting your message across have fallen victim to technology.  Whatever happened to the telex?  How often have you sent a telegram recently?  With the advent of the Internet, the trustworthy Fax is getting far less use.  How do you get your message across?

Minding email
With the phasing out of some of the older means of communications, we now have access to a whole new generation of ways to communicate. To cut to the chase, how did we ever get along without email? Its advent allows us to instantly send messages throughout the company and coupled with the Internet, the world. This powerful tool has distinct advantages but a downside, too, if not used properly. Who hasn't heard of the problems in Washington, D.C., about the role played by the email trail in various investigations? Equally disturbing were the stories of Radio Shack employees learning of their layoff by email. Email messages are close to indelible, and users need to be careful how they use them.

OK then, when should email be used and when are there better ways to communicate? Emails are by nature faceless, and some managers and employees will send messages that they would never deliver face to face. Given their hard-to-erase nature, emails have a lasting impact that can't be taken back. In short, if you would not say something to someone person to person, do not send an email.

Emails are great if you need to quickly get out a message to a large number of employees, if you want to memorialize a meeting or a complicated subject, and if you don't have time to send a letter (remember those?) or a memo. Coupled with the Internet and the company Intranet, email is a powerful tool.

Paying attention to corporate culture
Employees in Generations X and Y want to hear from management, and to be heard by management, on a frequent and continuing basis. Truth is demanded, and these employees are quick to see through hype and spin. The old "mushroom" style of delivering messages would be a big turnoff. These younger employees want to be told what is happening in the organization, how they are performing, and they want it delivered personally. If these expectations are not met, management should not be surprised if this younger talent heads for the door. They want to be in on things, and this leads to corporate culture.

Every company has its unique corporate culture, expressed or unacknowledged. An organization with a command and control culture will tend toward "now hear this" type messages, most likely with a minimum of personal and group employee meetings, and that might be satisfactory for long-term employees.

On the other hand, many progressive and rapidly growing firms attract employees who would find that style of communications oppressive. In keeping with a more open and perhaps de-layered culture, employee expectations would go toward more "all hands" assemblies with a frank give and take among managers and employees.

While there may be formal performance reviews, the expectation is that managers would informally meet with employees on a much more frequent basis to discuss what has gone well and what aspects of the employee's performance need improvement. This is not by email or memo but person to person with a discussion of specific expectations and progress toward goals. In such a culture and with this approach, those restless members of generations X and Y will feel more comfortable and be more inclined to stay in such an open environment.

Communicating through executives
Who should be the management person who most frequently addresses employee groups about important company developments? If at all possible, the highest ranking member of management at the site. He or she has the overall view and is the person most capable of answering employee questions and concerns. Truthfulness and trust are of paramount importance, and they should be conveyed by the executive in charge.

As an example of the top executive communicating with employees, in addition to all employee meetings, one corporation established a Breakfast with the President program. As the name implies, some 8-10 employees representing various levels and functions met with the president for breakfast. After the president delivered a brief company update, he was open to any and all questions about company functions and outlook. The employees present got to see their top leader in a new light, learned more about the fortunes of the organization, and had bragging rights among their peers and family. The president, in turn, learned about concerns among his employees and proved to be approachable.

Using Web sites and blogs
What about the company Web site? This important form of communication can prove to be a major plus or minus for the organization. It is frequently searched by potential customers, vendors and potential employees, particularly those in generations X and Y. Management needs to make an objective evaluation of the site to determine if it effectively represents the organization to its various publics and stakeholders. Is it user friendly, how many clicks for a job seeker to locate open positions, does it succinctly inform the visitor of the mission of the firm, and does it have applicable links to sources of more information? Can you be proud of your Web site and encourage others to visit it?

Then there are blogs. Some companies sponsor them, and other firms ignore them. While their importance varies by industry and other factors, they will not go away. Forward-thinking organizations should monitor them and develop a policy toward them based on their observations.

Leveraging the press release
Press releases are another means of communication. Done right, they are an inexpensive way to show your company in favorable light while communicating information of interest to the publics chosen to receive the releases. As an example, the writer used the creative repainting of a landmark water tower in Hawaii to showcase the company equipment that made this project possible. Unlike an advertisement that is considered company biased, a well-written press release is regarded as factually neutral and conveys a message of interest. Of course the company that cultivates relationships with members of the appropriate media will find that its press releases receive the attention they deserve.

What have we learned about communications in this century? There is a wide range of tools at our disposal, and they have their appropriate uses. Employees and other stakeholders expect to be informed, and it is management's responsibility to meet this challenge. In the rush toward technology, however, nothing has replaced the personal approach with management showing that it cares. Employees expect this and they deserve it!

Roger Sommer, SPHR, is vice president of client relations for OI Partners (Los Angeles). Roger has more than 25 years' experience in all facets of human resources. He earned a Masters of Industrial and Labor Relations from Cornell University and teaches graduate level HR courses for Chapman University. He can be reached at (310) 441-8393 or rsommer@oipartners.net.