CEOs are busy. They don’t always have the time, or the inclination, to pen their own material for employee communications. Having a leadership blog or letter to employees ghost-written by someone else, whether an internal communications professional or an agency, is a commonly accepted solution to that challenge.
But employees can smell fake a mile away. I was once in an elevator in a large corporation with the CEO’s latest blog posted on the wall. It was a nicely designed piece, with a photo of the smiling executive. Two employees who happened to be sharing the same elevator were chuckling at the ruse. “Oh yeah, like he really wrote that.” I glanced at the copy, and agreed with them. It read like a press release that had been revised by committee.
Yet it’s important to employees to know what the CEO is thinking. They want to know that he or she has a vision, that there’s a plan for the company’s future, that the work that they’re doing in their individual jobs contributes to some greater plan for success.
At Tribe, we’ve found a few ways around this conundrum. They all can be achieved with a very small chunk of time in the CEO’s calendar and result in authentic communications employees can trust. They also don’t require huge budgets.
1. The Q&A: This is the simplest possible solution. Rather than guessing what the CEO is thinking, just ask. Tribe has used this method for several clients on a quarterly basis. Here’s just how easy it is to do:
- Book 20-30 minutes on the CEO’s calendar once a quarter for a phone call
- Prepare a handful of questions related to the company vision, one of the values, a current business challenge or strategic objective
- Have a nice conversation with the CEO and record it (We usually use an iPhone and the Voice Memos app)
- Have the conversation transcribed (We use a professional transcriber, but any intern could handle it)
- Construct a Q&A column using quotes from the transcript (Most CEOs appreciate you cleaning up any stumbles or grammar faux pas)
- Have the CEO review it, make any minor tweaks, and you’re done
2. Leadership Video: Tribe recently shot a year’s worth of monthly videos in one day, requiring about 20 minutes per member of the leadership team. The CEO was interviewed on all 12 subjects, but that took only about an hour of his time. We covered everything from the Vision and Values to building a customer-centric culture to the balance between people and technology. That gave us enough material for more than a dozen ninety-second videos, each featuring the CEO and several other members of the leadership team commenting on the same theme. (We have a Tribe person off camera doing the interviewing, and then of course delete all that in the edit.)
3. Podcasts: If you don’t have the budget to shoot video, or if your CEO is shy about being on camera, use the same process above to record audio rather than video. Edit into short podcasts you can post on your intranet or email to employees.
Interested in trying some new forms of leadership communications? Tribe can help.