3 common executive communication blunders

Ghostwritten blogs and scripted videos reek of inauthenticity. To build trust and meaningful rapport with workers, push your leaders to craft their own messages, flawed delivery and all.

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In our national research of employees working for large companies, 72 percent said they want to hear directly from top management. More than 84 percent say that communication they receive from corporate management is “not enough.”

Unfortunately, when employees do hear from their leadership teams, the communications are not as authentic as one might hope. Of course, it’s far easier for everyone—busy executives and the internal communications team—to have leaders simply sign off on communications prepared by others.

However, impersonal, inauthentic communication of this nature misses a huge opportunity to build engagement, trust and rapport.

It’s important to help your company leaders understand the impact they can have by speaking directly and authentically to employees. At the very least, try to steer them away from these three common mistakes:

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