Communications at the End of the Pandemic: Three Opportunities to Seize Quickly

After a long 14 months, there is now light at the end of the tunnel and organizations are finally beginning to see some predictability. Now is the time to plan as there are many challenges, from returning to the office, to mobilizing employees, not to mention reconnecting with audiences from whom we were disconnected with during the crisis. Here are three points of reflection on these issues to help you prepare for what promises to be a very exciting fall.

Mobilize your employees around the return to the office

The pandemic has elevated communications as a top priority for many organizations. This is not likely to change in the coming months, as the return to the office will require tact, skill, and flexibility from companies. Recruiters are clear on the message that many employees are waiting for the summer to leave their current position. Whether they are dissatisfied with their employer’s management of the crisis, or simply wishing to test their worth in a market boosted by shortages, many will be tempted by offers from the competition.

In this context, communication around the gradual reintegration of offices becomes extremely strategic. How can we turn this issue into an opportunity to mobilize and retain our troops?  

  1. Listen
    – Survey employees and share the results. Engage your teams in these discussions.
  2. Communicate frequently
    – Focus on brief but frequent communications to avoid keeping employees in the dark.
  3. Experiment
    – Flexibility is the key word. The transition back to the office will take several months. Build on the scalability and test out different scenarios. 

Maintain optimal internal communications

Long considered the poor relative of communications, internal communications gained momentum during the pandemic. Our CASACADÉMIES on the subject have attracted a ton of participants and many of our clients are placing increased emphasis on it. The trend seems to be well established and organizations that invest in it are seeing tangible results. How do you choose the right channels and determine what will resonate best with your team? And most importantly, how do you measure success?

  1. Involve your employees
    – Ask your teams for feedback on the internal communication tools and means in place. This can be done through a survey, but also through a focus group, which allows for more in-depth exchanges.
  2. Conduct an audit
    – Analyze each of your tools (email, newsletter, intranet, display, etc.) in terms of relevance, attractiveness, influence, and clarity. Ask yourself what objective each channel serves. Make choices, discard poorly performing tools.
  3. Measure
    – Choose the performance indicators that matter to you, such as open rates, click rates, viewing time, satisfaction survey, etc. and measure yourself!

Rebuild bridges with neglected audiences

The crisis has forced companies to make choices. Some audiences have inevitably been left behind. Which ones have suffered? The next communication actions to be deployed should aim first and foremost at strengthening the links with these stakeholders. Reconnecting with the key players in their ecosystem will help organizations reposition themselves as leaders in their sector.

    1. Map your stakeholders
      – Make a list of key players with whom you interact. These could be customers, partners, suppliers, industry associations, or even journalists covering your industry. Note the state of your relationship before the crisis, your strengths, and areas for improvement.
    2. Identify neglected audiences
      – Target players who you were disconnected from during the pandemic.
    3. Make an action plan
      – Take concrete steps to rebuild strong relationships with the identified stakeholders.

The next few months will be full of opportunities. That’s why it’s important to plan carefully and seize the opportunities ahead. What are your priorities? Don’t hesitate to share them with us.

Jean-Michel Nahas About the author
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