| In an economy which generally has seen revenues in | | | | president of the Communication Test & |
| decline, some employers have managed to accomplish | | | | Measurement business segment at JDSU, |
| amazing things. Their key to reaching or even | | | | implemented years ago. It is an informal lunch with |
| surpassing ambitious goals during a downturn is | | | | about eight people from different departments of the |
| relatively simple: effective communication. | | | | company. The participants change every month. No |
| Effective corporate communication inside the | | | | questions are considered off limits. |
| workplace is an invaluable tool to improve morale, | | | | "I would rather they ask the tough questions so I can |
| identify fresh ideas, and help shape corporate strategy. | | | | get the truth out in the open, rather than people making |
| Communication methods among these employers are | | | | up their own stories." Holly says. |
| varied, but all make a concerted effort to attain their | | | | "Tribal leaders" is how Randelman describes this |
| business goals. | | | | informal group of people. They are the key |
| "We try to have a three-prong approach to our | | | | communication influencers in the office and/or |
| communication strategy," says Rob Randelman, | | | | manufacturing floor. Randelman's team at Ocean |
| president of Ocean Optics, a Florida based company | | | | Optics seeks out these "tribal leaders" and uses them |
| specializing in spectroscopy and photonic instruments | | | | to help communicate informally to the rest of the team. |
| and optical sensing. "We aim for transparency with | | | | Both Randelman and Holly agree that these small |
| employees, open forums where anything is open for | | | | group meetings help prevent speculative rumors from |
| discussion, and we always have something employees | | | | spreading by correcting any misinformation on an |
| can digest on their own." | | | | informal basis. |
| Jay Kumler, president of Coastal Optical Systems, a | | | | Share Good News and Bad |
| subsidiary of Jenoptik, says his strategy is to | | | | People read newspapers, watch television and are |
| communicate more frequently and with more | | | | generally knowledgeable about what is going on with |
| information. "It's a pat answer, but it's true," Kumler | | | | the economy. A marketing manager from Georgia |
| says. "We have quarterly meetings and weekly job | | | | recently told me: "Just tell me the truth. Tell me what I |
| sheets. We give detailed access to everyone so they | | | | can expect, and let me help be part of the solution." |
| know what we are currently doing." | | | | The more the employees know about the state of the |
| Here are some of the elements successful employers | | | | business, the more they understand why certain |
| cite as critical in their strategies: | | | | decisions are necessary. Recently, Randelman posed |
| Keep Communication Regular and Straightforward | | | | questions regarding benefits and salary issues to his |
| Employees are looking for straightforward, truthful | | | | employees. The employees were able to provide input |
| answers to their questions. A common element in | | | | that helped the leadership team reach their decision. |
| most successful communication strategies is | | | | Randelman noted Ocean Optics has even posed |
| conducting employee meetings that are frank and | | | | strategic questions to all employees and asked them |
| open discussions. These regularly scheduled events | | | | to provide comments and feedback. |
| provide an opportunity for the leadership to keep | | | | Continue to Open New Avenues of Communication |
| employees current on programs, progress, and the | | | | An effective communication strategy takes |
| general business environment. | | | | investment. But whether it is increasing face time in |
| In the end, the effectiveness of these meetings hinges | | | | remote locations or investing in capital equipment such |
| on developing opportunities to answer employees' | | | | as video conferencing technology, the effort does not |
| questions and address their concerns. To solicit | | | | go unnoticed by employees. |
| employee participation, companies use a variety of | | | | "We learned from the downturn in 2001," says Dave |
| approaches ranging from an open forum to question | | | | Holly. He explained that JDSU started investing in a |
| boxes where employees can submit questions | | | | variety of communications methods. While some |
| confidentially. Regardless of the particular format used, | | | | employees wondered what was afoot, the company |
| in an informal survey of CEOs, the level of | | | | proved to be ahead of the curve once the economy |
| straightforwardness and honesty correlate highly with | | | | started to decline. The company is |
| the effectiveness of these sessions. | | | | committed---whether through video conferencing, |
| Increase Face Time Around the Office | | | | increased face time with all locations or other |
| "We try to schedule time in remote offices that don't | | | | means---to a consistent and regular messaging in a |
| correspond to any other activities like trade shows or | | | | variety of methods. |
| customer events," Randelman says. Ocean Optics' | | | | "It helps my employees to know that at any time they |
| corporate office and manufacturing facilities are in | | | | can speak to me on Skype video conferencing even if |
| Florida but it does business out of offices in China and | | | | it is just for a few minutes to resolve an issue or to |
| Europe. "This lets our leadership team be seen by our | | | | strategize, "says Randelman. "People appreciate the |
| employees without other distractions." | | | | time and enjoy using the medium." |
| Some CEOs suggested one way to increase face | | | | Unfortunately, some companies have had to pursue |
| time around the office: locate executive offices in | | | | staff reductions, pay cuts, furloughs and shortened |
| different parts of the building. This simple strategy | | | | work weeks to survive the current downturn in the |
| requires leadership team members to walk the halls | | | | economy. While necessary or even critical in the short |
| much more frequently on their way to meetings. | | | | term, companies with long term vision and an eye on |
| Seek Out "Tribal Leaders" | | | | recovery have focused on developing an effective |
| Knowing that communications are passed informally | | | | communication strategy. They know it is critical in |
| between employees is key to a successful strategy. | | | | building confidence and keeping their employees |
| "Hoagies with Holly" is a program that Dave Holly, | | | | focused on moving the business forward. |