Be Yourself: The Importance of Authentic Communication

By Mike Lantzy, Charlotte Otter, and Simon Tyrrell 

Be Batman, but if you can’t be Batman, be yourself, says a viral meme.

And let’s face it, none of us can be Batman.

Most people start to form an opinion about us within seconds of meeting, so if we are trying to be someone we are not, they will instantly sense it. That doesn’t change for leaders of large companies. 

Allowing others to put words in their mouths is one of the biggest mistakes leaders make when it comes to corporate communications. Employees, shareholders, and the public want to hear honest and authentic communication from their leaders.

We cringe every time we see the CEO of a big company in their suit and tie, trying to look and act like a 20-something technology hipster. This is called cognitive dissonance.

Cognitive dissonance refers to the gap between what people expect to happen and what actually happens – and the discomfort humans feel when these don’t match. People crave consistency where their beliefs about who a leader is line up with the person’s words and actions.

Many leaders aren’t aware of this subtlety. Sometimes the problem comes from leaders taking words crafted by others, not reviewing them, and just running with them. Other times, the difficulties stem from their desire to be a version of themselves that isn’t authentic. 

Either way, the audience is likely to reject the communication – often not because of the content but because the delivery doesn’t feel genuine. While authenticity has always been important in corporate communications, people expect it even more after COVID’s emergence. 

The pandemic forced people to work from home. Suddenly employees got a glimpse of the CEO’s home life on Zoom – the boss in a tattered hoodie, children walking through the background, and dogs barking. 

For the first time, people saw their corporate leaders dealing with all the normal challenges of human life. This humanization of leaders led to a big jump in engagement, which was good for everyone’s well-being.

Unfortunately, as we emerge from the pandemic and go back into the office, that human element is disappearing. Savvy companies are finding ways to continue to show that same level of honesty and human connection, but it’s challenging.

Leaders often fear authenticity – after all, it’s hard to put yourself out there and face possible rejection. That’s why so many corporate leaders rely on email. It’s easy to let someone else draft a formal message, put it through an approval process, and send it out.

For many leaders, email is a crutch. It’s a safety blanket that leaders wrap around themselves to protect them from the possibility of rejection. Many leaders don’t have the people skills to communicate effectively, so they hide behind emails.

There is a finality that comes from sending the email and a comfort in not having to put your voice and face to it. By its very nature, email lacks a real-time human element and the opportunity for dynamic communication. 

While email may successfully convey information, it fails to fulfill the recipients’ basic needs. Humans crave interaction through communication – not a one-way firehose of information. 

Looking people in the face, receiving feedback, and listening to the recipients of your message are all important aspects of being genuine. 

The final key piece to authenticity is following through on your words with actions. You will create a trust gap if you sound compelling and convincing when you speak, but your words are empty promises.

Leaders have a hard time recovering once they create a trust gap with their employees. Once trust is lost, employees have no reason to listen or believe in the message they hear.

Leaders need to take the risk of being human to be truly effective communicators. We acknowledge there is a scary vulnerability to being yourself, but who else can you successfully be? Authenticity is the only real option if you want your message to be heard and believed.

About the Authors:

Mike Lantzy is the founder of Soundbite.AI, an innovative technology platform for inclusive corporate communications. 

Charlotte Otter runs Otter Advisory, a consultancy focused on executive communications and helping leaders tell breakthrough stories.

Simon Tyrrell has provided product strategy and leadership in employee experience and engagement software companies for the last 15 years.