Communication is a small yet enormously important aspect of running any business. The ability to communicate and understand tasks, goals and concerns within the business environment is crucial. Failure in communication is one of the root causes behind employee anxiety, work place conflicts, leadership failure and brand damage.
Communicating expectations to staff is step one to brand success
Your staff need to clearly understand what is expected of them.
Two different corporate bodies that I worked for failed to provide proper verbal or written job descriptions either upon time of hiring or upon later request. One of the responses I received to my request was that “they didn’t trust an employee to go above expectation if they needed to know what their job entailed”. Another was far more succinct: “It is whatever the F*** I tell you to do”. Keep in mind that both of these responses occurred within professional corporate office environments. One was while working with one of the largest independently owned corporations in the world.
While job descriptions can be a double-edged swords to a few employers, they can be an excellent source of communication for most others. Whether you are hiring a Barista, a Graphic designer or Vice President, thoroughly outlining your expectations is step one to success.
There will always be an existing level of expectation from new hires. Nothing about that should change. As an employer, however, you should ensure that new hires will be clear on what is required long-term, to walk the road to success with your company.
This equips them to move forward and it equips you as an employer to terminate them if they are clearly not meeting the described expectations.
But My Business Is Evolving Constantly, Job Requirements Change.
Changes to jobs occur. That is a fact of life that we over at TMS are all too familiar with. Companies grow and shrink, new needs develop and old ones disappear. Having a job description in place does not mean that it cannot change. It simply means that you as an employer need to be accountable for those changes. Many businesses find it advantageous to set up an annual review of staff positions to determine whether they still meet a necessary criteria, or if they need to evolve. This is a highly effective practice and it benefits your business as a whole. It ensures that you are annually reviewing exactly what your business does, what it used to do and what it should be doing.
If an employees job has changed in nature, or needs to adjust, then set up a meeting with the employee to discuss the changes. This won’t necessarily be easy, especially if more will be required of the employee. However it creates a transparent and accountable work place and that is the type of workplace that the best employees flock to and grow.
Employees need honesty. Creating a transparent workplace, creates healthy employees.
I May Lose Employees If I Ask Too Much.
This is true. You may lose employees, or you may have trouble finding them if the job entails too much. It is a balance and it should help you as an employer to grow. You need to realize if you are asking too much. This should be readily apparent during prolonged staffing issues and should prompt change on your part. However do not be too hasty to reduce your expectations.
Several years ago I worked with one corporation that had massive staffing issues. However in this case it wasn’t that the job positions required too much, it was because of an ongoing building boom that had drained the available workforce. This particular business wound up having to temporarily add perks and reduce some of their requirements just to get the bodies to get them through the season. Just one year later, when the boom bubble burst, we had a flood of resumes and were considered one of the top job options in the area.
It is give and take depending on your business, your social and economic climate, and your desperation. At times you may find yourself forced to lower expectations temporarily due to situations beyond your control. However learn to recognize temporary hiring shortages and long-term ones. Staffing can be a tumultuous thing – as an employer you need to be fair to your employees, but also to yourself.
Outlining clear job expectations acts as an immediate sieve for potential employees. Some will decide of their own accord that what you need is not what they want to give. Gauge their response and make the educated decision. Having expectations is necessary to ensuring you hire the right candidate for the job.
Specifics About Tasks & Goals.
Healthy expectations are required and even desired by employees
Specifics are imperative. How many employers expect their staff to stay busy during slow periods throughout the day? All of them. But what does “staying busy” entail? Sweeping the floor? Organizing the shelves? Cold calling?
Ensure that staff have a clear understanding of their job goals, what they are meant to achieve daily, weekly, monthly etc – and how best to do so.
When I worked as a free-lance Graphic Designer, I often worked with clients who didn’t know what they wanted, but were VERY CLEAR on what they didn’t want. It was in this business that I quickly learned the importance of “specifics”.
Early into my career I worked with one client who ran an organic pet food business. They wanted something that conveyed their love of nature, purity and pets. I designed what I thought was a lovely mock-up with a minimalist styled Beagle embedded into a single leaf. I ran it past a few friends and they immediately connected it to organic and animals. It was classy, in trend and frankly just awesome.
The client hated it. They wanted a specific type of dog (but not a Beagle) something larger like a Doberman, or maybe a cat. They didn’t like the green colour but thought that maybe an orange or a terracotta red would be nice. Also they wanted the font to look more “fun”. The mock-up was too cold and professional.
The point here is not whether they were wrong in hating it, after all they were the client. The point is that they had no specifics, no details, nothing to start off with. I spent hours working on something that they immediately dismissed. The time spent on the mock-up was wasted. This waste could have been avoided had they provided specifics at the outset (or had I known the need to ask for them). There was resulting frustration, more work and they wound up with a higher bill than they anticipated.
The same goes for any employee and any job. Ensure they have specifics so that they can do their jobs well. Communicate with them. As an employer you are the leader and this is your job.
- Explain WHO needs to do what. Make it clear whose job it is and use specifics. Passive aggressive behavior and work place conflicts often arise as a result of employees thinking that a specific job or responsibility should belong to someone else.
- Explain WHAT they need to do to accomplish the task. Don’t assume they know what the task entails. Explain exactly what is required for this task to be completed. If you come in tomorrow what do you as the employer expect to see?
- Explain HOW to do what they need to do. A common mistake is leaving employees to fend for themselves. Not every task is obvious to every worker. If you ask me to change a tire – sure I can do that! If you ask me to change the spark plugs… I may need some directions. Whatever task it may be, may seem simple to you – but don’t assume! Be redundant if you want it done right.
- Explain WHEN. Make it clear to them what the deadline is. Sure certain workers will have good time management skills, others however will not. Explain exactly when a project needs to be done and make it clear that there are no excuses. If you do not explain the required due date thoroughly, then you have less foundation to question their delays.
- Explain WHY. Not enough emphasis is put on this. Good employees are invested in your business. If you take the time to explain why a task is important for the company and to them individually, you will see far greater effort on their part. It creates a sense of ownership and it brings them on as a part of a “team”. The more interest an employee shows in the “why”, the more engaged they are with the business.
Scott Adams presents a sarcastic (but frighteningly accurate) picture of many modern workplaces.
As an employer your concerns are many. Some need to be addressed immediately, others can wait. Knowing how to designate and deal with concerns is key to successful leadership and management.
Specific concerns with staff should be prioritized properly according to severity, but all should be dealt with promptly. Delaying simply creates more difficulties down the line. If an employee is not performing properly or is doing something incorrectly, the longer you delay correcting it, the more damage is done and the harder it will be to correct later.
Communicate your concerns in a work-place proper manner. Be polite, be positive and be specific. Start off with what they are doing correct and then address the things they need to do differently. Every employee will respond differently to correction but the fundamental rules are:
- Treat them respectfully.
- Be clear on what is wrong.
- Explain why.
- Explain how to change it.
Every employee is going to react differently. Remember that, as an employer, you are entitled to have certain expectations for how a job is done, however you are also responsible for ensuring your staff understand and are equipped to do it. Take responsibility for your own short comings in equipping staff and learn how to do it better.
Don’t be a bully and do not nit-pick. Be respectful and choose your battles. But in all things COMMUNICATE. Be clear. Be thorough. Be a leader.
Transition Marketing Services is a small business marketing firm in the Okanagan. Our passion Small Business Marketing. Educating and equipping small business owners with the tools and strategies to succeed. We have made it our priority to know Specialized Marketing. We keep up to date on what is new, what is available and what makes the most sense for businesses of all sizes and backgrounds. We recognize that every Small Business is unique, and their Marketing needs to be as well. Visit us at our website and let us know how we’re doing or if you have any questions.