Besides empathy, a successful CEO also has to be a good communicator. That means writing the Christmas or end-of-year message themselves, Brigitte Kaps maintains in an article for finews.first.
finews.first is a forum for authors to comment on economic and financial topics.
For CEOs, Christmas and the end of the year is a good opportunity to applaud the work of employees while also inspiring them for the upcoming year. Any message, whether delivered in person as a speech or disseminated internally as a memo, can have an outsized impact on how employees perceive their role within the company.
The message should note how important every employee is. From line managers to interns, CEOs should take the time to listen to employees and get their feedback well ahead of time. You won't get a deep enough impact if you don't know their point of view. Knowing and understanding your audience, one of the most important rules of good communication – is key.
«A memorable speech must connect these dots»
When a CEO uses the «power» of authentic communication, he builds closer relationships with employees, boosts morale, and improves performance. A memorable speech must connect these dots to create clarity, cohesion, and inspiration.
When it comes to cohesion, it is important to have a clear structure that outlines the main points and then backs them up with evidence. Ensure that the speech is easy to understand by avoiding generic managerial jargon. Use simple, understandable language. CEOs should not speak or write as if they are in a meeting or at a promotional event, but to their employees eye-to-eye.
«Don't read bullets off PowerPoints»
To create clarity and inspiration, CEOs should incorporate examples and stories. This allows them to better illustrate their most important messages, making them easier to understand. They should also use optimistic language to inspire employees. This does not mean that CEOs should gloss over difficult situations. But it is always better to see the glass half full than half empty.
If it is a speech, form and presentation are vital. A dynamic speaking style using clear body language, tone of voice, and eye contact can help to create deeper connections with employees. If at all possible, don't read bullets off PowerPoints. If you do use slides, «enhance» them with multimedia elements such as videos, music, and visual material. It is also important to vary the tone and pace to keep the audience engaged.
«This requires an appropriate choice of words»
In times of political crisis and war, it can be difficult for employees in or near the affected areas to remain positive and motivated. However, it is also important to remember that the current difficulties are not necessarily permanent. This requires a high degree of empathy and sensitivity. Moreover, the Christmas period and the end of the year can be very emotionally stressful, whether due to personal issues or the loss of loved ones. With encouragement and mental support, employees can get through this time without feeling completely isolated. But doing that effectively requires an appropriate choice of words.
A memorable end-of-year speech requires a CEO to be authentic, empathetic, and understanding. This is not something that should be outsourced. CEOs would therefore do well to schedule some time in their agenda for writing a message or a speech, the sooner the better. It will be an investment that pays off for everyone.
Brigitte Kaps is the CEO and founder of Rent a PR. She holds a Master of Advanced Studies in Business Communications (HWZ, MAZ & LSE) and has studied communications at the Frankfurt University of Applied Sciences. She also has 25 years of international experience working in bank sector management roles at ABN Amro, GE, and RBS, 10 of which were in the corporate finance and investment banking areas. Before starting her own business in 2015, she headed corporate communication as a member of executive management at Cembra Money Bank (previously GE Money Bank).
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