The Agony and the Empathy: Keeping Communication Human in Tough Times
February 27, 2025
These days, it’s easy to feel like division is everywhere. Any scroll through your phone is bound to turn up heated debates. While it’s most visible in politics, the effects often extend into the workplace. In an environment where people from diverse backgrounds and perspectives come together to work toward shared goals, how can communication teams foster connection, collaboration and understanding?
We asked several ROI experts for advice on how they’re keeping communications human in today’s workplace.
1. First, listen.
Before implementing policies or issuing memos, companies need to listen to what employees have to say. Rather than dictating narratives, communicators should encourage honesty and openness to help foster mutual understanding. This requires establishing avenues for two-way communication, such as listening sessions or open office hours. By actively creating safe spaces for employees to express their reactions and opinions — without judgment — companies show employees that their insights are valued.
With one client, we conducted a 10-location listening tour to better understand the experiences of frontline associates and site leaders. We learned that managers were aware of their role as the most trusted source of information but they needed communication support. This insight led ROI to help develop a dedicated internal manager site with information and resources managers could share with their teams to continue building trust in leadership and the organization.”
– Tonia King, Vice President
2. Meet your audience wherever they are.
Responding to employee needs requires acknowledgment and empathy. Companies don’t have to agree with what employees say, but they do need to tailor communications to address the often-conflicting needs of their workforce. It’s not a one-size-fits-all world, and different audiences, comprising multiple generations, geographic locations, genders, races and other distinctions, will receive news and information in different ways. The more communicators model trust and sensitivity across the board, the more you can inspire all employees to align and engage.
“In the recent launch of a DE&I playbook for one company’s employee resource groups, we reminded communicators how to target multiple audiences by building messaging that is global in nature yet takes local needs into consideration. Their messaging focused on creating stories that reflect the full span of employee experiences. It served as a reminder to recognize differing backgrounds while offering consistent support across all groups.”
– Judy Rivera, Vice President
3. Be transparent, clear and human.
When it comes to the content of your messages, it’s impossible to overestimate the importance of clarity. We owe it to our audiences to provide clear and consistent facts that explain the company’s positions with the right level of detail. By using less jargon and bringing more authentic personality into the mix, communicators can reduce confusion, build consensus and bring more humanity into our workplace interactions.
“At a time when some companies are scaling back on DE&I efforts, one company has transparently acknowledged this wider change while reaffirming how these programs are a direct outgrowth of their core values. By drawing a clear line between their inclusion strategy and their corporate commitment to offer opportunity for everyone, including consumers, they’ve transparently leveraged the pillars of their strong culture to inspire employee support for diverse perspectives.”
– Tara Davis, Senior Director
4. Seek commonalities.
It’s often easier to focus on division than what unites us, but highlighting our similarities can be a powerful way to help employees come together. Communication teams are uniquely positioned to create opportunities for employees to share and recognize the very human experiences that connect us. This can create a solid foundation for understanding that the mission of the company is a combined effort and that, at the end of the day, we are all in it together despite the challenges we face.
“I’ve seen people come out in droves when companies create opportunities to discuss a fun topic or share insights about something they’ve learned. I’ve also been seeing a lot of baby and pet pictures across internal social channels. Content like this can defuse tensions and give everyone an opportunity to see into each other’s lives, which is a great way to encourage empathy across the organization.”
– Cathy Boone, Vice President
5. Reinforce existing support.
Most companies invest in numerous programs and benefits to support employees. It’s easy to forget about them. Reminding employees about what’s already available can help reinforce the company’s commitment to care. Especially during challenging times, communicators should highlight resources where employees can come together, like employee assistance programs (EAPs), or that provide comfort for them or their families, like employee resource groups, along with other internal and external sources.
“One client I work with starts every big meeting by highlighting an employee support resource or safety initiative. Initially, I didn’t see its connection to the meeting content but later realized it ties company performance and operations to the employees behind it, showing leadership’s commitment to creating a safe, valued environment for all.”
– Sharon Cullen, Vice President
Ultimately, empathy is a matter of viewing people as individuals despite the division that exists within our culture. This can be a challenge in today’s faster-is-better workplace, but the rewards more than compensate for the challenges. Our experts are ready to help you develop strategies to increase the human understanding within your organization’s communication ecosystem.
Contributors
Cathy Boone
Vice President, Strategist
With over two decades of experience in leadership and communication, Cathy Boone brings a unique perspective to her role at ROI. She draws on her background in politics, law, and the tech industry to help clients like Adobe and Applied Materials develop programs that foster inclusion and create lasting cultural change.
Judy Rivera
Vice President, Strategist
Judy's background in journalism and keen interest in people's stories fuel her passion for communication. With her strategic mindset and a creative touch, she helps clients craft compelling narratives that resonate with their audiences.
Sharon Cullen
Vice President, Strategist
With over 25 years of experience in communication, Sharon is an expert at helping large organizations achieve their goals while navigating times of change. A devoted gardener and artisanal tomato breeder, she’s especially adept at guiding companies through complex mergers, acquisitions and divestitures.
Tara Davis
Vice President
Tara has a contagious spirit of possibility that makes things happen. She has been advising clients for over two decades, excelling in employee engagement, corporate social responsibility, and crisis communications. She's the kind of person who can turn a tragedy into a triumph, organizing a 5k that raised enough money to send 1000 children with muscle disease to camp.
Tonia King
Senior Vice President
For Tonia King, communication is about building relationships and helping people understand how they fit into a bigger picture. With a background in healthcare, hospitality, education and public relations, Tonia brings over 15 years of experience to her role at ROI and advises executives on internal communication strategy to strengthen employee engagement.
