Communication and leadership are arguably symbiotic. You cannot be truly effective at one without the other. Great communicators and great leaders have many things in common, but perhaps the most important is authenticity.
In recent years, leaders have been asked to navigate constant change, uncertainty and increasingly complex workplaces. Whether leading through organisational change, economic pressures or hybrid work environments, one thing has become abundantly clear: communication matters more than ever.
When leaders communicate well, people follow. They understand where the organisation is heading, why decisions are being made and how their work contributes to the bigger picture. Good communicators build trust and create confidence, even during difficult times.
I have previously written about a leadership survey I conducted with employees across South Africa, the UK, Canada, the USA and Australia. I asked a simple question: What qualities make a great leader?
Communication was the number one response.
I found this fascinating because poor communication remains one of the most common complaints I hear from employees about ineffective leaders.
When communication is done well, people have clarity. They understand what is expected of them, the outcomes they are working towards and the role they play in achieving them. When communication is poor, confusion follows. Deadlines are missed, trust erodes and even the best strategies struggle to gain traction.
As a leader, you may have a clear vision of what you are trying to accomplish, but if you cannot communicate that vision to your team, it becomes almost impossible to achieve. The ability to clearly describe what needs to be done and why it matters brings people together and aligns their efforts behind common goals.
What Makes a Good Communicator?
Good communicators listen well, delegate clearly, facilitate productive meetings and recognise the contributions of others. They are not afraid to have difficult conversations or invite different perspectives.
What many people do not realise is that the best communicators are skilled in both verbal and non-verbal communication. Their actions reinforce their words.
Consider developing your communication skills as a three-step approach.
The first step is simply communicating through words. This is where information is shared.
The second step is communicating through both words and actions. When your actions consistently reinforce your message, you build credibility and influence.
The third step is when the people around you begin to speak your words, embrace your values and carry your message forward. They trust your authenticity and become advocates for your vision. This is where real leadership influence begins.
How to Build Better Communication Skills
Forget the corporate speak
The best communicators are genuine and authentic. Their messages are clear, human and trustworthy.
Be visible
Visibility is a form of communication. Great leaders make themselves present and accessible. They do not hide behind email or wait for issues to escalate before engaging with their people.
Listen first
Listening is one of the most powerful leadership skills. When you listen, you gain insight into what is really happening, understand different perspectives and build trust.
As a general guide, aim to spend 80 per cent of your meetings listening and 20 per cent talking.
Tell stories
As I reflect on my years in the corporate world, some of our bravest decisions and biggest changes were shaped by a compelling story.
Storytelling is one of the most effective ways to create trust, capture hearts and minds and demonstrate vulnerability. A good story gives life to a vision or objective in a way that a strategy document never can.
People may not remember every detail of your presentation or strategic plan, but they will remember a story that made them feel something.
The next time you need to bring people on board with a new direction, ask yourself:
Why are we really doing this?
I would confidently bet there is a story behind the decision that provides context and meaning to the questions people are already asking.
So, share the story, because you may find it is the most powerful communication tool you have.
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