More than ever companies need leadership and for executives to step up to their most important role: communicator-in-chief.

To help small business owners, managers and head offices under pressure, here are our top five tips for effective employee communications during Covid-19:

1. Honesty

People need to be treated like the adults they are. Hiding or trying to cover up ‘bad news’ will almost certainly backfire building resentment, distrust and souring company culture.

Everyone knows it’s a tough time for most businesses, you need to address it and explain the steps you are taking to reduce the damage.

2. Empathy

There is nothing worse than emails written by the HR department or lawyers. Don’t get me wrong – a small minority will understand the importance of being human, but sadly too many use overly complex language, insert sneaky get-out clauses which everyone can see through or just come across cold.

Use the empathy you were given and if you don’t have it find someone who does.

Imagine you are breaking difficult news to someone you love and the sensitivity and understanding you would show to them without going over the top and inauthentic.

Join our new coronavirus Facebook group for the latest confirmed news and advice as soon as we get it www.facebook.com/groups/yorkshirecoronavirus

3. Frequency

Events are moving quickly. Sitting at home on furlough or trying to work from the kitchen table can make time go slower, days more repetitive and increase time for worrying.

Set a regular schedule for keeping your teams and colleagues updated.

One video, email, Zoom or call isn’t going to be enough. Updates every one to two weeks, in whatever form works best for you, is probably sensible for most.

4. Be a team

Try and avoid using language that creates an “us” and “them” dynamic.

If your company is a team then you are in it together. Demonstrate that by using collective terms like “we”, “our” and “together”.

If you are taking tough decisions, for example asking people to take pay cuts, executives should do too, otherwise the words will ring hollow.

5. Brevity

Don’t drag things out more than necessary and use the fewest words possible to explain things.

Long rambling sentences are often confusing and can make the reader miss the point.

Five communication tips every manager should bear in mind during crisis - Tom Lees