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News from Members 5 trends in leadership communication

5 trends in leadership communication

by PKF Finconta February 20, 2020

Author: Florentina Șușnea, Managing Partner, PKF Finconta

Communication at the top management level is an important success factor for a company. It increases the level of engagement of each employee and the efficiency of implementing change plans. Because communication at the highest level consists of messages about culture and company values, these messages are very important for employees, consumers, strategic partners, shareholders and the press.

Communication from company management is so important because leaders have a direct impact on the vision, mission and transformation of the company. At the employee level it has a direct impact on the satisfaction, motivation and productivity of the employees. Basically the most important purpose of this communication is to build trust in the working environment and to keep the employees engaged.

A research conducted by Lemonly reveals that while 3 out of 4 employees see effective communication as a leader's number one attribute, only 1 in 3 employees say their leaders communicate effectively.

It is a fact that in the recent years, leadership communication has changed significantly and has become more important than ever for companies. However, not all leaders have adjusted their internal communication strategy. For a good positioning of the communication of leaders in the context of the forecast developments in 2020, we identify the following five trends in leadership communication:

1.       Employees engagement

Although employee engagement determines productivity and business success, 85% of employees are not engaged in the workplace, according to the Gallup, State of the Global Workplace study. Quality conversations build trust, empathy, clarity and all together are the ingredients of a healthy work environment. The most important factors of the non-engaged of the employees are related to the bad communication. Non-engaged employees do not understand: how they integrate what they do as a person in the company culture, how managers see their performance in the workplace, and the direction the company goes

2.      Building an effective internal communication strategy

Although most companies are increasingly aware of the importance of internal communication for business success, 60% of them lack a long-term internal communication strategy, according to a study by Arthur J. Gallagher & Co. Leaders should play an important role in building this strategy and supporting its implementation. Now more than ever, the internal communication is not only essential for the leadership communication, but also a great tool to build up team cohesion, trust and intrinsic motivation.

3.      Aligning employees to strategic objectives

Leaders have the responsibility to create synergies and organizational alignment within the companies they run. It is the essential condition for building a sense of commitment to a common goal. When employees have a good understanding of the company's vision, mission, strategic goals and culture, they are highly motivated and involved in what they do.

4.      Better frequency of communication

Employees have very high expectations from their leaders when it comes to communication. According to the People Driven Performance Cost of Poor Internal Communication study, 71% of employees believe that their leaders do not spend time communicating goals and plans. Consequently, one of the most important trends in the communication of leaders is the implementation of an effective internal communication strategy. Therefore, the leadership communication is not just for special occasions, but a powerful tool to be embedded in the day-to-day life of the company.

5.      Building an effective content strategy

Content is the basis of everything that communicators do, except that an avalanche of internal releases of generated content risks devaluing important messages and then they are ignored by employees. The organization is a network of conversations and the communicators face both internal and external competitors for the attention of the target audience. That is why creating relevant and personalized content is a necessity. Calling companies to the latest technologies helps them increase the level of employee involvement by filtering content relevant to employees.


Every company is a network of conversations between colleagues, departments, and strategic operating units. Beyond the operational and the immediate execution processes, what the leaders of companies forget are the people and the communication with them. The strategy of effective internal communication with each employee increases their level of involvement, productivity and determines the medium- and long-term success of the company.


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About PKF Finconta

For more than 25 years, PKF Finconta is one of the 10 leading professional services companies in Romania. Since 2006, we are a member of PKF International Limited. PKF International is a leading international business advisory organization. The company grew consistently over the years, forming a Group of four companies: PKF Finconta, PKF Finconta Consultanta, PKF Finconta HR and Finconta Consulting SPRL, members of national professional organizations CECCAR, CAFR, CCFR, and UNPIR. We provide a wide range of business advisory and related specialist services. We have seven core areas of expertise and within these areas, we tailor our services to your business and your needs: audit, corporate finance, tax, bookkeeping and accounting advisory services, transfer pricing, payroll and personnel administration, and insolvency.

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