As we navigate through rough waters in this recession, this may seem like the least of your worries. You’ve got your bottom line to think about and that includes whether or not you can even keep some of your employees.  But, how does weakening confidence and the resulting employee morale ultimately affect your brand?

Many companies are preparing for the worst–cutting jobs, reducing hours, and slashing benefits—all while reserving open communication for the executive teams responsible for these actions.  Employees in this situation are often left to create their own assumptions and rationales for actions taken; sometimes creating a spiraling rumor mill that threatens to destroy morale from the inside out.  They find themselves struggling to keep par with customer needs while feeling like their basic needs aren’t being met.

The truth is, your employees (and their morale) are key in delivering your brand experience to customers.  And, open communication with them about what is going on, how you are making decisions and how they can contribute is a great way to keep their confidence levels up and support their ability to deliver on your brand promise.  So start talking—now—and keep the lines of communication open.  Doing so will help you:

·         Gain an understanding of and combat employees’ fears

·         Present an opportunity to communicate realities and conquer apprehension

·         Create ways to include employees in finding ways to “buckle down”

·         Get buy-in and commitment for the changes that lie ahead

·         Support the changing needs of the business

–Rachel Olmsted

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