The confinement highlights a clear observation:
Companies that continue to embody their mission even in times of crisis are those that will build lasting relationships with their customers.
Among these companies, we can cite the example of Decathlon, which called on mutual aid by creating a collaborative innovation initiative to combat the pandemic. These strong messages, based on concrete actions, allowed them to engage their community. Others prefer to rely on their leader to embody their values on a daily basis. This is the case of QoQa, whose CEO Pascal Meyer acts as spokesperson for DireQt, a showcase for local businesses affected by the crisis. For a leader, becoming an opinion leader means adding a sounding board to the company’s communication; community engagement, brand visibility and lead generation are key.
This also helps strengthen the internal culture in order to boost employee engagement and ensure that they too become brand ambassadors. It is a virtuous circle that leaders like Pascal Meyer or Richard Branson use to boost their communications. No longer can one hide behind sanitized corporate communication; the leader of the future is an inspiring leader.
Here are 3 tips to help you communicate effectively to increase your impact during this pandemic:
1. It is during the storm that one needs a captain.
According to the Edelman Trust Barometer, 85% of your customers consider it your duty to serve as a source of information during this crisis. Also according to this study, the current isolation requires empathetic and human communication. As a leader, you are therefore best placed to inform your partners. Once your various stakeholders are reassured, it is up to you to explain how your company will weather the storm. It is time to talk about solutions, to convey your vision to inspire your community.
Among the many good examples that have recently emerged, we can cite the trust company Berney Associés, which has set up a remote assistance system to share its expertise.
To find solutions, there is no need to be alone at the helm. Open innovation has become the watchword. As a leader, prioritize dialogue with your community rather than the eternal press release. For example, this has allowed BlablaCar, the French leader in carpooling, to develop a new mutual aid platform for home delivery called BlablaHelp. The communication of the CEO, Frédéric Mazella, around this initiative is perfectly anchored in the current momentum of solidarity, allowing his company to stay afloat.
2. Bet on LinkedIn, without hesitation
Appearing in the press or participating in conferences is interesting and will solidify your reputation. However, this type of action does not allow for regular communication or the creation of a dialogue with your audience. It is now imperative to also be present on social networks.
In the past few weeks, the use of social networks has increased by 61%. Why deprive yourself of such an opportunity? In order to maximize your impact on the right audiences, focus on THE professional social network: LinkedIn. Since its acquisition by Microsoft in 2016, the platform has become the channel par excellence to talk to your current and future customers or to encourage the best talents to join your organization.
3. Don’t act alone: involve your colleagues
LinkedIn posts will be more successful if they are liked or commented on a lot in the first 60 minutes after publication. To get this rapid engagement, focus on the easiest community to engage: your colleagues.
To motivate them and create synergies with your communications:
- Train your employees to use LinkedIn and evaluate their profile so that they can become real ambassadors on social networks.
- Set up an internal channel where they can share their posts and why not also yours. This will allow them to interact with each other and support each other. Be sure to establish some communication rules to avoid missteps.
- Don’t forget to return the favor when they are the ones who post. Like their post and thank them for their commitment. It’s a win-win approach!
Why consider Ricochets for your communication?
As the figurehead of your company, it is your duty to project an inspiring image to your employees, partners and customers. The momentum is perfect to start communicating.
We have developed a service specially designed to support managers in becoming opinion leaders, by bringing value to your community and in an authentic way. If you wish, we are ready to support you in a more in-depth approach. Other advice is available through the various articles available on our blog.
To get to know us and get more details, write to us at in**@ri*******.ch
Take care of yourself.