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H R. U P D,`A, T"E. : 7 Satisfying Employees' Basic Communication Needs By Kristie Greve A. ccording to communication their work is perceived, they quickly but they are equally aware of what the consultant and author Roger move on to the third communication organization is telling its customers and D'Aprix, every employee has need: individual and team recognition. the community. five basic communication needs Do others know I'm doing a good job, that must be met before an How can I help? With conununica- and if so, how can I tell? tion needs met, employees ask the individual can commit fully to There are a number of employee ultimate question: How can I help? an organization. Much like recognition programs, running the Their energy and enthusiasm is directed Maslow's hierarchy of human gamut from simple to sophisticated, toward the organization and its goals. Is needs, these communication needs must that help fulfill this need. Service anni- it any wonder that dedication, commit- be met in ascending order. As the versary recognition, employee awards, ment, and enhanced productivity follow? communication need at each level is letters of commendation, certificates The concept of satisfying an employ- satisfied, the employee becomes of appreciation, a feature article in an ee's communication needs is fairly increasingly productive and committed employee newsletter, and even a basic. It's a common sense approach to the organization. department pizza party are all tangible that sounds easy to implement. Yet, What's my job?This is an employee's forms of recognition. the execution is often flawed. first, and most fundamental, question. What are we up to?At this juncture, First and foremost, when organiza- What are my job responsibilities? What an employee develops a healthy interest tion and jobs change, employees swiftly am I being asked to do? What is my in his or her broader work group—a revert back and must satisfy their most scope of authority and decision-making? department or a division of an organi- basic communication needs. A seasoned To whom do I report? zation. What are my department's company veteran, for example, may The employee's supervisor, working goals? What are our plans for the year? feel disenfranchised with the larger in close cooperation with the human And, how are we doing? Communica- organization, without recognizing that resources staff,best addresses this commu- tion needs at this level can be met in what he or she really needs is basic nication need.Job descriptions, one-on- many different ways, such as staff meet- clarity about a new job role, personal one meetings with a supervisor, orien- ings, large group meetings, department performance, or recognition. tation, and training also help provide newsletter, and reports. Whether in Second, employees can't leapfrog the answers. person, online, or in print, the employee over one of their communication How am I doing? Once employees needs access to the thinking and perspec- needs. If an organization, for example, understand their role and what's expected tive of department leaders, as well as fails to provide adequate recognition, of them, they are ready to move forward opportunities to ask questions, offer employees cannot skip to the next to the next communication need: suggestions, and interact. level. Even a highly visible program personal performance feedback. Am I How do we fit into the big picture? that describes a company's goals and doing the job right? Is my supervisor At the next critical level, an employee's objectives will fall on deaf ears if satisfied with my work? Should I be communication needs center around employees are wrestling with more doing more? the entire organization and how it fits fundamental communication needs. The supervisor, and sometimes into the community. This is a more Communication must be consistent, co-workers, are in the best position to global view. How does our department credible, and clear. Hit or miss programs satisfy this second communication , or division fit into the organization's won't sustain an employee's needs. In need. Performance feedback comes in overall goals and objectives? What is order to retain top employees, effective many forms. Often it can be informal— our vision and mission? What are our communications must be a value that a verbal pat on the back, kudos from a values? Who are our customers and the entire organization shares. r team member, or a supervisor's specific what are we trying to accomplish? feedback on a particular project. On a What is our plan for the future, and six-month or annual basis, a formal what part do we play? performance appraisal gives an employee Senior leadership best addresses this This article is reprinted with permission from a more comprehensive overview of his communication need. Employees satisfy the Nov-Dec 2000 issue of CFG Update. or her performance. their need for information in many Courtesy of CFG Insurance Incorporated. Does anyone care? Once employees ways. They are interested in what the Telephone: (952) 945-0200. Web site: understand their job and know how organization is telling them internally, www.cfginsurance.com. JANUARY-FEBRUARY 2001 MINNESOTA CITIES 21