By Jeff Fierstein
As virtual and hybrid work environments continue to grow, the demand for strong communication skills among employees has never been more critical. Digital communication platforms often strip away the subtle, yet essential, elements of human interaction. According to Dr. Albert Mehrabian’s seminal research at UCLA (1971), only 7% of effective communication is derived from the actual words spoken, while 38% is conveyed through tone of voice, and a striking 55% through body language. This highlights a significant challenge in remote communication: the loss of non-verbal cues that are fundamental to shared understanding.
In the absence of face-to-face interactions, employees must learn to compensate by refining their verbal and written communication. Clear articulation, vocal tone, and precision in language become crucial. Beyond technical proficiency, the ability to actively listen and demonstrate empathy through digital channels is a defining skill in today’s workplace. These elements of communication are no longer optional—they are core competencies necessary for success in collaborative, team-driven environments.
Leadership plays a vital role in fostering a culture where communication thrives. It is not enough to simply encourage open dialogue; leaders must actively cultivate an environment of psychological safety where individuals feel empowered to share their thoughts without fear of repercussion. This trust is foundational to adaptive organizations undergoing structural or cultural transformation. As these changes unfold, communication becomes not just a tool, but a strategic asset.
Here’s a story that serves as a telling example. In this situation, internal IT protocols impeded effective communication, creating a disconnect between service teams and internal clients. While technology may have played a role, the underlying issue was systemic—rooted in rigid procedures for managing service requests. As explored in the Performance Management chapter of our book – Leadership Whack-A-Mole – identifying the true source of a breakdown often points to organizational policies or leadership inaction, rather than individual performance. When communication channels are constrained by outdated protocols or unresponsive leadership, the impact on organizational performance can be substantial.
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Senior leadership must ensure that teams are not only trained in communication but are also held accountable for practicing it effectively. Setting clear priorities and fostering open communication are essential to achieving business goals—especially during periods of transformation. Effective communication supports performance improvement, strategy implementation, and innovation across products and services.
Unfortunately, many organizations lack a coherent internal communication strategy. Training programs often emphasize persuasion and influence over skills like productive conflict resolution and constructive debate. Yet, these are the very capabilities that modern teams need to navigate complexity and drive meaningful outcomes.
Just as we continuously strive to improve our products and services, we must also commit to evolving our communication practices. Building a culture of open, effective, and empathetic communication is no longer a luxury—it is a business imperative.
Adapted from Leadership Whack-A-Mole: Actionable Strategies for Leadership Challenges. (c) 2024 Ric Shriver and Jeff Fierstein.
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