Connecting the disconnected
It’s ironic, really. In a world where everything is connected, where it looks - on the surface at least - like we’re engaging with each other more than ever before, we’re more separated than we’ve ever been. We can talk to our colleagues, friends and relatives at any time using Slack, WhatsApp, Zoom, Teams, LinkedIn, Instagram and dozens of other tools, but we waste those channels in pursuit of popularity and validation.
We’re surrounded by communication, but living in an age of disconnection.
In 2023, we (at Singular) conducted an extensive survey about people’s attitudes to work. With over 3,000 responses, we gathered a wide cross-section of insights, but one stood out. 63% of the people who completed our survey reported feeling less connected to their employer, their teammates and the mission of their organisation than they had 12 months earlier. Your people, your most valuable resources, are drifting away from you. Worse, they’re getting lost and can’t find their way back.
As a result, trust is eroding. According to Edelman’s latest Trust Barometer report, 68% of people believe that business leaders deliberately mislead others by saying things they know are false. 65% feel that the selfishness of the wealthy causes many of our global problems, and only 36% believe the next generation will be better off than we are today. As we drift, we’re beginning to misunderstand each other.
The well-publicised echo chamber effect is compounding this misunderstanding. While we have less connection than ever, those we remain in contact with typically share our opinions. We see those who don’t as ”other”, and we don’t trust them. The further we move apart, the harder it is for us to come back together.
This is a problem in all spheres of life, of course, not only in business. But it’s imperative to fix it in your company. When your people are disconnected from you, your Values, your Mission and each other, they’re highly likely to leave. Discretionary effort and innovation will decrease too. Things may be fine today, but without the anchor of connection on an emotional and personal level, you’ll eventually lose your brightest sparks. If that’s something you can afford to happen, then there’s no need to read on. For the rest of us, however, disconnection is a problem we must solve.
One of the key drivers of disconnection is remote and hybrid working, but bringing everyone back into the office full-time isn’t an effective solution. Personally, I believe in-person connection can’t be replaced and is essential, but we can’t wind back the decisions we’ve already made. Five days in the office and the rigidity that comes with it will lead to you losing in the race for talent in the long run. Right now, you may get away with it as many people struggle to find work, but the tables will turn - they always do. Another, less surprising, insight from our research showed that very few professionals want less flexibility. We’ve tasted the spoils of the good life, and we’re not in a hurry to go back to the way things were.
So, the question remains: how can you connect your people to your company in a way that inspires them to do their best work and stick around in the era of remote employment?
Honestly, it’s the basics. Some of these things are more difficult to do at a distance, but they’re all important. Treat your employees as if they’re your best customers. Go out of your way to learn what motivates them, what they worry about, what they’re dealing with outside of work and what they want. Then, if you can, find ways to give it to them. Build meaningful relationships with those on your team. Eat with them, spend time with them and get to know them. Connect them to each other, and create communities for them to interact in. People want connection, but many don’t know how to forge it in today’s world. Help them by giving them the spaces and tools to bring them closer together.
And when you do get together, make it an event, especially if it doesn’t happen very often. Create memories, experiences and emotional bonds. Develop the ties that will deliver an emotional tug if the thought of leaving ever crosses their minds. Pay isn’t the main reason people will depart your company - when McKinsey studied this in 2022’s “Great Attrition” report, they found the number one reason for employees leaving their jobs was a lack of belonging and feeling valued. In a time when job security is at an all time low, do your people trust that you care about them and are fighting for their livelihoods? If they don’t know you well, it’s unlikely.
The truth is, now is the perfect time to forge close bonds that last for decades. Encountering and overcoming challenges together is the most effective way to create connection, so make the most of the headwinds we’re facing and bring your team together. Just don’t forget the human element along the way.
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