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GettyAs a marketer, one thing I’ve noticed in many of the advertisements and emails coming from companies is an unusual amount of space dedicated to employee care. This makes complete sense, especially in retail, where so many of the employees are on the front lines and in vulnerable positions. But it is quite unusual because ads are typically centered on communicating to consumers about benefits for consumers.
The crisis has shifted this emphasis, rightly so, and marketers are now spending more significant resources communicating to employees through ads. There is an additional benefit for firms that communicate their care and concern for employees—consumers most likely appreciate it as well.
Because of this shift, I wanted to better understand what some of the biggest firms are doing to address employee needs. Below, I share insight from Christy Pambianchi, Chief Human Resources Officer for Verizon.
Kimberly A. Whitler: What have you learned about the needs of employees at this time?
Christy Pambianchi: As an HR professional with over 30-years of leadership experience, nothing in my tenure has required such a swift response and united action like this pandemic. Almost overnight, millions of people worldwide had to adopt a new way of working, and, as schools closed at an unprecedented pace, with families now juggling caregiver responsibilities on the home front.
To be sure, the lasting effects of COVID-19 will linger and become a chapter in the next generation's history books. However, I hope the stories go beyond the challenges we faced, to include how we, as business leaders, showed up for our employees, customers and society.
This is an opportunity for companies to throw out the rule book and find new, creative ways to support their employees. For many, it's likely triggered a fight or flight response trying to keep pace with the latest developments and recommendations. Take my advice, now is the time to fight hard for your people in big and meaningful ways.
As the Chief Human Resources Officer at Verizon, I am responsible for 135,400 employees who need leadership during these challenging times. We have no choice but to blaze a new trail and rewrite the script for communications and operations because our colleagues and their families are counting on us. However, that's easier said than done as the world's response to COVID-19 changes hourly and requires us to stay agile yet focused on the most pressing issues affecting the well-being of our staff.
Whitler: What steps can leaders take at this time to better care for employees' needs?
Pambianchi:
1. Safety is #1: Our highest priority should always be the health and safety of our employees. This is not COVID-19 specific, but an always-on policy for any business leader. There's nothing more important than the people within your company, especially as we navigate uncharted terrain.
2. Be human: During these challenging times, it's unrealistic to set business as usual standards. Most employees feel pulled in a million different directions trying to balance work with realities at home. As we look to address every matter that touches our employees, we need to first adjust expectations by making our policies more human and empathetic to what's going on in the world.
I can tell you as a mother to four children this has been an adjustment for everyone. Many people are working remotely for the first time and sharing their workspaces with kids attempting to do their schoolwork or wanting to go outside while we are all being told to “stay home.” We should start every conference call by reminding our staff members that it’s okay and even somewhat expected to hear their children, our partners or pets in the background. We need to be understanding and receptive to each other’s circumstances now more than ever.
3. Be visible: Being visible, transparent and communicative is also vitally important. There's no room for hiding in this type of crisis when employees are leaning on their companies for direction. And, there's no excuse for poor communications when we have so many channels to foster a vibrant virtual community.
Start a group chat with your teams to keep those social moments and conversations going in real-time. Provide a steady flow of email updates even if you are repeating the same message; in fact, repetition can provide comfort and clarity. Call your direct reports and check on their well-being. Give your employees a safe space to ask questions and share concerns.
Most importantly, make sure senior executives address the entire company regularly and, ideally, show their faces. Every weekday at noon, I join our CEO, Hans Vestberg, on a live video broadcast called Up to Speed that is not only accessible to all of our employees but also available to external audiences via Twitter and our website.
4. Remember COVID-19 doesn’t cancel out kindness: There is a great quote from the late Dana Reeve, "Find the joy inside the hardship." Without a doubt, the impact of this pandemic has been immediate and intense across all industries and communities. But there is also joy in seeing the world come together in support of each other, and that includes how companies are treating and caring for their employees.
COVID-19 doesn’t cancel out our ability to be kind, accountable and supportive. If anything, we need to dial up our humanity and celebrate what we have and what we can do. After all, socially distanced as we may be, we’re all in this together.
We have the opportunity to support our colleagues who are performing essential services, parenting and providing care to loved ones while managing their own health. And what we give will come back in spades. When this is over, the companies that have gone above and beyond for their employees will continue to win by attracting and retaining the best talent. These are the actions that matter and will be remembered by your employees for years to come.
Join the Discussion: @KimWhitler
By: Kimberly A. Whitler, Contributor
Title: 4 Steps Managers Can Take To Show Up For Employees During A Crisis
Sourced From: www.forbes.com/sites/kimberlywhitler/2020/04/11/4-steps-managers-can-take-to-show-up-for-employees-during-a-crisis/
Published Date: 04/11/20
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