Effective communication within an organisation is the cornerstone of success, and people managers are often at the heart of this process. The way they interact with and empower their teams plays a critical role in shaping organisational culture, driving productivity, and ensuring that strategic goals are met.

However, recent insights suggest that people managers are not always meeting expectations in their communication roles.

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The importance of people managers in communication

According to the Gallagher State of the Sector 2023/24 survey, a significant 84% of respondents rely on people managers for communication, yet 61% report that these managers are falling short of expectations. The consequences of this gap are far-reaching, as data indicates that employees' understanding of key information improves when their managers are better communicators. This disconnect highlights a critical area for improvement within many organisations.

‍Managers are particularly relied upon in three key areas:

Communicating strategy, vision, and purpose: Ensuring that all employees are aligned with the organisation's long-term goals.

Values, behaviour, and culture: Reinforcing the core values and expected behaviours that define the organisational culture.

Organisational change or integration: Guiding teams through transitions, mergers, or other significant changes.

Despite the importance of these roles, there has been a noticeable decline in reliance on people managers for communication, and even less emphasis on improving their communication skills. This trend raises concerns about whether organisations will continue to rely on people managers as primary communicators in the future, especially as digital communication platforms become more prevalent.

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Enhancing managerial communication skills

One of the most alarming findings from the survey is that 56% of respondents indicated that managers in their organisations are not evaluated on their communication skills. This lack of accountability is often offset by providing managers with resources such as on-demand learning, downloadable materials, and training sessions. However, without proper evaluation, these efforts may not translate into improved communication performance.

Evaluating managers on their communication skills can be challenging, as there is a risk that employees may confuse the effectiveness of the message with the person delivering it. However, survey results indicate that managers are more likely to meet expectations when they are held accountable for their communication performance. Notably, on-demand learning resources provided specifically by communication teams, rather than HR or L&D, have been particularly effective in enhancing managerial communication skills.

By equipping managers with specific communication tools - such as guidance on discussing performance and pay or providing clear talking points about the organisation’s direction - organisations can significantly improve managers' communication abilities.

This approach offers a practical solution that can be implemented within the communication function, without the need for a complete overhaul of the performance management system.

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The impact on deskless employees

The need for effective communication is even more pronounced in organisations with large deskless populations. The survey found that as the proportion of deskless employees increases, so too does the reliance on managers for communication—and inversely, the performance of people managers as communicators decreases.

This highlights a pressing need for organisations to equip managers with the tools and training necessary to communicate effectively, particularly in environments where traditional communication methods may not be as effective.

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Gather and act on feedback

Feedback is an invaluable tool in the cultural change process. It’s essential to regularly check in with employees to gauge their feelings and perspectives on the changes being implemented. Whether through surveys, focus groups, or casual conversations, gathering feedback allows organisations to adjust their strategies and address any issues that arise. This continuous feedback loop fosters a culture of accountability and self-determination, ensuring that the cultural shift stays on course.

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Empowering managers to drive success

For businesses to thrive, people managers must recognise the significant impact their communication has on organisational culture and productivity. By holding managers accountable for their communication skills and providing them with targeted resources and training, organisations can ensure that their managers are well-equipped to lead their teams effectively. As the workplace continues to evolve, the role of people managers in communication will remain crucial, and it is up to organisations to ensure they are meeting this challenge head-on.  

Engage runs a range of training courses aimed at equipping managers, as well as creating bespoke toolkits. Say hello@engagegroup.me for more information.