A different skill set is needed to communicate effectively as a leader in a virtual environment. Here are some key insights:
heading into 2022, and they are absolutely right to be concerned. This prolonged period of high stress creates a challenge for senior leadership to exert a calming influence on corporate culture. While the Covid-19 pandemic continues to alter our workplaces, return to work hasn’t meant a return to the in-person offices of the past, but rather, a hybrid environment at best or a continuation of a total remote workforce.
A different skill set is needed to communicate effectively as a leader in a virtual environment. This may be uncomfortable for leaders who aren’t used to putting themselves out there online. But like it or not, the expectation has been set. As you refine your list of individual professional priorities for 2022, don’t wait any longer to establish your leadership style online using all the tools available.
Where do you start? I asked digital communication expert Craig Mullaney, partner at Brunswick Group and author of , about whether there has been a paradigm shift in the way senior leaders communicate; the pitfalls of digital communication; and the fundamental skills that any connected leader needs to succeed. Here are some key insights.
According to Mullaney, there are “new expectations of modern leadership. It’s no longer enough to just be present online, leaders are expected to be active and sharing messages in a true dialogue with stakeholders,” he says. “For executives around the world, establishing a strong digital presence is fundamentally important for building trust with employees, attracting and keeping the best talent, and leading through crisis.
Because algorithms boost video, circulating a press release that has gone through a lengthy approval process often won’t work. Video responses must be timely, genuine, and professional without being overly polished like BP CEO Bernard Looney demonstrates in . According to Mullaney, they help “audiences put a face to a company”, which helps with “increasing trust.
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