If these macro trends aren’t on your radar for 2022, they should be…
As a communications consultant, I’m fortunate to have a front-row seat to trends shaping companies today. (Check out my 2021 predictions to see how they panned out.) Here are five macro trends I’m seeing that will directly impact organizational communications in 2022:
- The “Great Resignation.” Since Texas A&M associate professor Anthony Klotz coined the term in May 2021, it’s been co-opted to define everything from abnormally high resignation numbers to the job burnout many employees are expressing today. In addition to retention and recruiting efforts, smart companies are focusing on bench depth and succession planning, career path communications and competency development to better support loyal employees who plan to stick around.
- Organizational values. The pandemic, and its sometimes-deadly consequences, spurred many employees to consider their personal values and how they relate to work. Research suggests that if employees find an organization’s values unclear (or in conflict with their own), they’re likely to disengage…or at least suffer. When their values align, employees tend to be more engaged, more productive and great ambassadors. (See macro trend 1). To make their positions crystal clear with employees, many companies plan to dial up their values and employee engagement communications in the upcoming year.
- Virtual cultures. Has your company mastered effective Zoom or Teams meetings? How about seamless small-group breakout sessions? Are remote colleagues included in team decision making? While many employees will return to offices in the new year, a significant number will not. Companies will need to create seamless employee experiences for both in-person and virtual employees. This includes onboarding communications and cross-team or cross-business networking opportunities. This also includes rolling out (or updating) digital collaboration tools, with guidance on how/when to use them…and when to simply pick up the phone.
- Diversity, equity and inclusion. Civil unrest and several high-profile U.S. trial verdicts in 2021 often translated into global organizational DE&I efforts focused on racial diversity, equity and inclusion. At the same time, women were dropping out of the workforce at twice the rate of men. In 2022, the DE&I aperture will likely expand to encompass more gender inclusion efforts, as companies rethink remote work, childcare, sick leave, and eldercare policies–topics that have historically and disproportionally impacted women. If companies want to continue to attract and retain diverse top talent, strongly worded policies, supported by communications and leadership, will win the day.
- Well-being and the employee experience. According to a study from Adobe, workers today, particularly Millennials and Generation Z employees, are more likely to switch jobs for more control over their schedule or the option to work remotely. But an organization’s commitment to employee well-being can also influence these job jumpers. Benefits like mental health support, dependency and stress reduction counseling and nutrition education can make a difference. COVID vaccine and booster clinics can also fall into this ever-expanding bucket. Some companies are hiring new Chief Wellness or Well-being Officers to oversee this work, while others are outsourcing well-being expertise. Either way, employee well-being discussions, investments and communications promise to continue.
While pandemic-related employee health and safety, employee activism, DE&I and employee well-being were trending topics as we entered 2021, as we head into 2022, we’re seeing slightly nuanced versions of these themes as companies struggle to attract and retain talent and propel their businesses forward in our new reality. At the same time, leaders must continue to promote growth, stay agile and solve for ongoing COVID business headwinds like supply chain disruption, vaccination resistance or compliance mandates and sluggish sales.
As employees decide to return to workplaces (or not), leaders, and their HR and communications teams will need to keep these topics top-of-mind while conveying steady management, optimism and empathy. They should also focus on two-way communication and transparency by ensuring authentic employee voices have a seat at the table.
With more than two decades of communications experience spanning agencies, Fortune-100 organizations, non-profits and academia, Kristi Hinck Mills today brings her passion for employee communications to CommsLede Consulting, where she delivers strategic solutions for her clients. Visit the CommsLede blog for more tips.
