Heyman Associates Inc. recently surveyed more than 550 corporate communications executives and human resources professionals to learn if, and how, companies are communicating with employees in light of today's economic climate. 

After review of the short-answer and narrative responses, Heyman Associates discovered some interesting trends. 

IS YOUR COMPANY TALKING TO YOU?

(1) Given the economic climate, are you getting the right amount of information about the current state of your company?

The major response was that employees are getting the right amount of information about the state of the company.  Out of 556 responses, 395 (71%) answered "yes," while 93 (17%) said "somewhat," and 68 (12%) responded "no." 

Most respondents said they are getting the right amount of information.  The narrative responses revealed they are receiving detailed information about short- and long-term prospects and challenges on a regular basis from an official and credible source within the company.  Examples of the "right" amount of information included regular presentations, town hall meetings, email newsletters and blog teleconferences from the CEO, email messages and intranet postings from the corporate communications department, and staff-meeting updates from the department manager.  Many professionals stated that the frequency and depth of communications have increased in response to the economic climate as the organization strives for transparency.  They also noted that the company provides the opportunity to ask questions, express concerns and provide suggestions, which increases employee trust and enhances the sense of getting the right amount of information.    

A smaller number believed that they are only somewhat receiving the right amount of information.  The narrative responses pointed to a lack of quality and quantity in the information.  Some examples were that the company lacks follow-up to information initially provided, presents conflicting information (for example, there were no raises despite a positive quarterly report), communicates only when it is about to take away a benefit (such as merit increases or 401(k) matching), portrays an overly optimistic long-term scenario without evidence of action, provides weak content couched in meaningless phrases, and/or informs upper management to the exclusion of the employee base.  The answers underscored respondents' uneasiness about the company's planning ability and/or frustration over the organization's lack of openness.  Ultimately, the sense of the low level of quality and quantity in the communications caused employees to mistrust t he information.

An even smaller amount said that they are not receiving the right amount of information.  In the narrative responses, many executives stated that the company has provided no information about its situation in light of the economic climate, even in the face of layoffs.  Many respondents pointed out that the company is typically cautious with communication and that the current economy has caused a decrease in information.  They noted that trust is nonexistent. 

(2) Who in your company is communicating information about the state of your company? 

Overwhelmingly, respondents said that the CEO is communicating information about the state of the company.  Out of 549 responses, 470 (85%) pointed to the CEO, 237 (43%) cited the department head, 192 (35%) noted the direct boss, 168 (30%) referred to the CFO, 81 (15%) mentioned Human Resources, while 26 (5%) said that there is no one. 

The narrative answers enhanced the picture.  Some professionals added to the list by naming additional executives such as Chief Operating Officer, Chief Investment Officer, board members, Marketing EVP, subsidiary presidents, head of Investor Relations, and Director of Internal Communications. 

The smallest group, which stated that no one in the company is communicating information, brought to light that employees will obtain information on their own if necessary.  Some are only finding out about the company through the newspaper.  In addition, many executives explained that if they do not receive information through official channels, they will uncover it through unofficial means such as off-line coworker chat which usually breeds rumors and misinformation. 

(3) Who in your company do you wish would communicate more?

A majority responded that they would like increased informal in-person communication.  Out of 452 responses, 294 (65%) wanted increased informal in-person communication, 225 (50%) wished for increased formal in-person meetings and 140 (31%) desired increased formal written materials. 

The narrative responses showed that informal in-person communication is the most credible, especially for subjective matters, as it demonstrates company commitment to provide the latest information and encourages feedback and questions.   For data, such as cash-flow and debt status, however, the answers revealed that formal written communication is the most believable.  The responses also showed a desire for more social media due to its interactive nature, which lends credibility.  Many professionals suggested an increased mix of in-person communication and social media since in-person communication cannot happen all the time but can be easily supplemented by ever-present social media to create maximum frequency and repetition of trustworthy messages.   In terms of content, many executives wished for more specifics about how the situation affects them personally.  They also explained that communications must be backed by actions for credibility.  Some respondents revealed satisfaction with their company's communications, and would not change a thing.

 Conclusions

The survey demonstrates employee opinions about how their company is communicating with them in today's economic climate.  Based on the short answers, overall, respondents believe they are getting the right amount of information, are receiving information primarily from the CEO, do not wish to hear more from someone in the company, but would appreciate increased informal in-person communication. 

The narrative responses reveal additional themes about communication from the company.  The answers show that companies which typically communicate are communicating more in today's economy, while companies which do not usually communicate are communicating less.  In the case of diminished or no communication, the responses reveal that employees will obtain information on their own through the news and the office rumor-mill if the company does not frame the discussion and control the facts.  Therefore, communication should come from an official company source, preferably the CEO, according to the responses. 

The answers also show that even with regular and specific updates from the company, information needs to be trustworthy in order to have value.  Employee preference is for in-person informal communication since it appears to be the most genuine and allows for feedback which increases credibility.  Social media is appealing due to its interactive nature which enhances believability.  In fact, the combination of in-person communication and social media packs the greatest credibility impact.  One exception is that formal written communication is the most trustworthy for data.  For all forms of communication, messages must be consistent with actions in order to be credible.    

Ultimately, today's economic climate creates an opportunity for a company to demonstrate its commitment to employees by leading a transparent dialogue based on regular, specific and truthful communication.  A company should use its current situation to deliver communication that instills employee trust and encourages a two-way conversation for continued improvement.  Therefore, we might want to modify the title of our survey to read, "Is Your Company Talking to You ... and Can You Talk Back?"