Genuine Communication
Think about opening your e-mail and discovering a topic line that reads, “You’ve been fired.”
It’s the form of e-mail no worker ever needs to see—punishment, apparently, for complaining about stress at work.
The message got here from Sure Madam, a magnificence and wellness platform in India, and unfold like wildfire. Outrage erupted as folks shared screenshots, condemning the corporate’s callous strategy. However right here’s the twist: the e-mail wasn’t actual. It was a advertising stunt, the corporate later defined, meant to “elevate consciousness” in regards to the significance of psychological well being. Their resolution? Giving staff a time off and a spa voucher.
If the backlash was swift, it was additionally deserved. As a substitute of sparking dialogue about office stress, the stunt felt performative and hole. What ought to have been a possibility to construct belief and present real care ended up eroding each. The issue wasn’t simply the content material—it was the shortage of authenticity. In an effort to look considerate, the corporate managed to alienate the very folks it claimed to help.
This story highlights a rising problem for leaders and organizations all over the place: in an period the place staff and prospects demand transparency, connection, sincerity, and kindness, how will we talk in methods which might be genuinely actual and human? As we rethink how one can interact and construct belief, we have to embrace new methods of displaying up authentically in our communication. Finest apply communication instruments—mass emails, scripted memos, and formal bulletins—now not resonate the way in which they as soon as did.
Whereas finest practices are rooted in what labored prior to now, subsequent practices give attention to what’s wanted for the longer term. In an more and more digital, distributed, and asynchronous world, genuine communication is the final word subsequent apply. Whether or not it’s a CEO addressing staff, a workforce chief sharing updates, or an expert constructing their community, success at present depends upon our potential to indicate up as actual folks—not faceless company personas.
Authenticity Isn’t Non-compulsory Anymore
Genuine communication is about greater than delivering a message—it’s about creating a way of connection. When leaders and professionals talk authentically, they bridge the hole between themselves and their viewers. Folks don’t simply hear or learn what you say; they belief you as a result of they see who you might be.
As Catherine Fisher, LinkedIn’s Profession Knowledgeable, explains in a podcast interview, “The best way we join and devour info has modified. Folks wish to interact with content material that feels actual, relatable, and human. The extra genuine you might be, the extra impactful your message might be.”
This shift explains the rising reputation of video as a communication device. Not like polished textual content updates or scripted shows, video permits folks to share ideas, reflections, and tales in a manner that feels private and direct. Fisher elaborates, “You don’t want perfection. It’s about displaying up as your self. It’s the authenticity of video—stumbling over a phrase, pausing to assume—that helps folks really feel related.”
The Case for Ditching the Script
The numbers make the case clear. Information reveals that short-form video content material drives deeper engagement, with viewers retaining 95% of a video’s message in comparison with simply 10% for textual content. In keeping with LinkedIn knowledge, video posts from senior leaders have grown by 23% prior to now yr, resulting in a 39% improve in followers.
Executives throughout industries are already leaning into this strategy. Throughout final incomes season we might see CEOs like Ralph Lauren’s Patrice Louvet, Barclays CEO CS Venkatakrishnan and Shopify CEO Harley Finkelstein utilizing LinkedIn to share complementary posts and movies that present further context and data on their earnings reviews. In keeping with LinkedIn knowledge posts from CEOs now obtain, on common, eight occasions extra impressions and 4 occasions extra engagement than different varieties of content material.
The important thing right here isn’t the medium itself—it’s the way in which it permits transparency and connection. Take the CEO who shares a brief, spontaneous video after an earnings name. The official report stays out there for individuals who need particulars, however the video serves a unique goal: it humanizes the message. Staff, buyers, and prospects see the chief not simply as a voice of authority however as an individual with feelings, reactions, and a perspective.
Whether or not it’s video, dwell discussions, or interactive boards, instruments that allow genuine communication enable leaders and professionals to construct belief throughout time and house.
Genuine Communication for Everybody
Genuine communication isn’t only for CEOs or senior leaders—it’s important in any respect ranges. As Catherine Fisher factors out throughout the podcast, professionals are more and more utilizing instruments like short-form video to construct relationships, share insights, and foster belief:
“Typically I’ll put up polished movies, and typically I’ll share one thing spontaneous—a fast thought or response to a query I obtained. What I’ve discovered is that probably the most unfiltered content material usually sparks probably the most engagement. It’s not about being excellent; it’s about offering worth.”
The lesson? Authenticity works as a result of it feels actual. A advisor answering an trade query, a workforce chief recognizing success, or a job seeker sharing their story—these moments of connection transcend the constraints of textual content alone. Whether or not by means of video, dwell chats, or casual updates, the bottom line is to give attention to what issues to your viewers.
Overlook Perfection, Purpose for Connection
After all, embracing genuine communication isn’t at all times straightforward. For a lot of, the considered placing your self “on the market”—whether or not on video, in writing, or by means of dwell interplay—can really feel intimidating. It’s straightforward to overthink what to say, the way you’ll look, or whether or not the content material will resonate.
However perfection isn’t the objective—connection is. As Fisher advises, “Begin small. Take into consideration what’s precious to your viewers and let that information you. Folks aren’t on the lookout for excellent—they’re on the lookout for one thing significant, one thing they’ll be taught from or relate to.”
This is applicable whether or not you’re recording a video, writing a put up, or delivering an replace. Probably the most impactful communication occurs once we focus much less on how polished we seem and extra on how real we’re. As a result of in a world the place a lot feels automated and distant, folks wish to join with folks.
In at present’s office, genuine communication isn’t non-obligatory—it’s important. It’s how we construct belief, foster relationships, and create connection, whether or not we’re participating a workforce, a buyer, or a community.
Video exemplifies a broader shift towards authenticity in communication. From brief movies and dwell conversations to considerate updates and reflections, instruments that enable us to indicate up as actual, imperfect people have gotten indispensable.
The problem now’s to embrace authenticity in all varieties—whether or not by means of a video put up, a dwell replace, or just a considerate message that reveals who you might be. Begin small. Be your self. As a result of in a digital-first, asynchronous world, being actual isn’t simply highly effective—it’s the way in which ahead.
