Leadership communication is so much more than letting employees know what is happening in the organization and the reasons why. And whilst information tools such as the corporate intranet, town hall meetings, CEO emails and blogs are important they are only part of the communication mix. Transformational leadership is about engaging employees on the journey of change to ensure that the business objectives are met. The only way to successfully achieve this is by designing employee engagement strategies to compliment information on the change process.

Employee engagement should always result in some positive change of behaviour which will then lead to the achievement of organizational goals. Just distributing information by any of the above methods will not achieve the change in employee behaviour and organizational outcomes you are looking for.

Here are 5 tips that will ensure that your leadership communication methods do achieve those outcomes.

1. Step one is reviewing all the current tools and methods you use to communicate with employees. You need to scrutinize the content of that communication and determine whether it is one way information or whether some could be adapted as an engagement tool.

2. The second step is essential for leadership communication and it is all about creating the “Aha!’ moment for employees, that is when they finally understand exactly why the changes are being introduced, how the change will impact them and what they can do to ensure the change is successful.

3. This third step is about conducting focus group research to find out what employees actually think about a particular topic and then what information you have to counter their views and to create a change in how they think. The objective is to find out what information will make employees stop and say, “Aha! now I get it”. Once you have the answer to this it is easy to design engagement strategies that will focus employees on the change to the organization and the work that they do.

The use of focus groups is useful as they allow issues to be discussed further and often they reveal issues or ideas which you would not have considered prior to the group session. I recommend that focus groups are generally held for one and a half hours duration and in groups with no more than 8 – 10 participants. The role of the facilitator is to lead the discussion but leave the actual dialogue to the participants, and then to steer them back to the main issue if employees have gone off on a tangent or to ensure that all the topics that you need to cover within the allocated timeframe are covered. The benefits of a well facilitated focus group are that they will identify the key messages for your leadership communication strategies as they relate to a particular business issue.

4. This fourth step is all about what you do next with the outcomes of the focus groups. It is important that you have identified clearly what employees actually think about a particular issue and the reason for that opinion. If that opinion needs to change then you need to identify specific data that is based on facts to successfully create a paradigm shift in the thinking of employees. Once you do this you will create the “Aha!” moment.

5. The fifth step is to take the key information that you have gathered from the focus groups and then identify a business issue that you feel certain your transformational leadership strategies can impact. The advantage is that by making use of that information you are then able to create a personalized leadership communication approach that will be measured against business results.

The outcome is that with all this information you are then in a position to design leadership communication strategies that will engage employees around the one key business message. Most of these employee engagement strategies will mean that employees will be actively involved in some aspect of change through direct participation. As always with all change management strategies these engagement techniques will then be supported by communication information tools.

For more information make sure you obtain our excellent free report on how to design transformational leadership strategies.