Eager to Draw Attention? Leverage Video on Social Media and Foster Authentic Relationships.
Picture receiving an email with the subject line, "You've been let go."
This sort of email is not something any employee wishes to find - apparently a form of punishment for voicing concerns about work-related stress.
The email originated from Miss Boss, a wellness and beauty platform based in India. The information spread like wildfire as people shared screenshots, expressing their disdain for the company's heartless actions. However, there was a twist - the email was a marketing stunt, the company confessed later, aiming to bring attention to the significance of mental health. Their strategy? Granted a day off and a spa voucher as compensation.
The backlash was swift and warranted. Instead of initiating a dialogue about work-related stress, the stunt felt shallow and insincere. The chance to foster trust and demonstrate genuine care was missed, and instead, both trust and respect eroded. The problem wasn't merely the content - it was the lack of sincerity. In their attempt to appear considerate, the company managed to alienate the individuals they claimed to support.
This scenario highlights a growing challenge for leaders and organizations worldwide: in an era where transparency, connection, sincerity, and compassion are increasingly demanded by both employees and customers, how do we communicate in a way that is genuinely genuine and human? To cultivate and restore trust, we must embrace fresh methods of communication that allows us to genuinely present ourselves. Traditional communication methods like mass emails, scripted memos, and formal announcements no longer hold the same influence as before.
While these best practices were rooted in successes of the past, future practices focus on the evolving requirements of the present and future. In this increasingly digital, remote, and asynchronous world, genuine communication is the ultimate future practice. Whether it's a CEO addressing their staff, a team lead sharing updates, or a professional building their network, the key to success in this day and age lies in revealing ourselves as sincere people - not faceless corporate personalities.
Sincerity Isn't Optional Anymore
Authentic communication transcends just delivering a message - it's about forging connections. When leaders and professionals communicate authentically, they bridge the distance between themselves and their audience. People engage with content that feels authentic, genuine, and human.
As Laura Lee, LinkedIn's Career Expert, explains in a podcast interview, "The way we consume and share information has changed. People crave connections with content that feels real, authentic, and human. The more genuinely you are, the more impactful your message will be."
This transformation in communication strategies explains the growing popularity of video as a tool. Unlike polished text updates or scripted presentations, videos allow individuals to share thoughts, reflections, and stories in a personal and direct manner. Laura Lee continues, "It's not about perfection - it's about being genuine and showing up as yourself. It's the authenticity of video - the stumbling over words, pauses to think - that helps people feel connected."
Discarding the Script
Data provides a compelling argument. Short-form video content promotes deeper engagement, retaining 95% of a video's message compared to only 10% for texts. According to LinkedIn data, videos from senior leaders have grown by 23% over the past year, leading to a 39% increase in followers.
Leaders across industries are already embracing this trend. During last quarter's earnings report, CEOs from firms like Ralph Lauren's Patrice Louvet, Barclays' CS Venkatakrishnan, and Shopify's Harley Finkelstein used LinkedIn to share complementary posts and videos that provided further context and information on their earnings reports. According to LinkedIn data, posts from CEOs now generate, on average, eight times more views and four times more engagement compared to other content types.
The secret to success isn't the medium itself, but the transparency and connection it offers. For instance, the CEO who shares a spontaneous video following earnings report provides additional insight: the official report remains accessible, but the video humanizes the message.
Whether they're videos, live discussions, or interactive forums, tools that facilitate authentic communication build trust across time and space.
Authentic Communication for Everyone
Authentic communication isn't solely for CEOs or senior leaders - it's essential for all levels. As Laura Lee warns during the podcast, "Sometimes, I share polished videos. Other times, I share spontaneous content - a quick thought or response to a question I received. I've learned that the most candid content often generates the most engagement. It's not about being perfect; it's about providing value."
The lesson? Authenticity is powerful because it feels real. Whether it's a consultant addressing industry concerns, a team leader celebrating success, or a job seeker sharing their story - these instances of connection defy the limitations of text alone. Through video, live chats, or informal updates, the key is focusing on what matters to your audience.
Regardless of whether you're producing a video, crafting a post, or distributing an update, the most potent form of communication occurs when we prioritize sincerity over polish. In a world swamped by automation and distance, what people yearn for is a genuine connection.
In today's corporate landscape, genuine communication is no longer a luxury, but a necessity. It's the key to constructing trust, cultivating relationships, and forging connections, irrespective of whether you're addressing a team, a customer, or a professional network.
Videos signify a larger trend towards authenticity in communication. Ranging from brief clips and live chats to in-depth updates and introspective reflections, platforms that enable us to present ourselves as authentic, flawed individuals are increasingly essential.
The hurdle now is to incorporate authenticity in all aspects – be it through a video publication, a live broadcast, or a mere thoughtful message that reveals your true self. Begin small. Be authentic. As we navigate a digital-driven, asynchronous world, authenticity isn't just effective – it's the future.
The trend of using authentic video messages, such as CEOs sharing earnings reports on LinkedIn, has led to significant increases in views and engagement. This shift towards transparency and connection has been endorsed by LinkedIn's Career Expert, Laura Lee, who emphasizes that people now crave real, human content.
In the wake of the email stunt by Miss Boss, which missed an opportunity to demonstrate genuine care and sincerity, the importance of authentic communication was underscored. As we move forward, embracing fresh methods of communication that reveal our true selves as individuals will be vital in restoring trust and fostering connections.
Despite the focus on top-level executives, authentic communication is essential for all levels within an organization. By prioritizing sincerity over polish, we can create genuine connections and build trusted relationships, whether we're addressing a team, a customer, or a professional network.
