Top-down communication is vital for keeping workers focused and on track to achieve business goals. While this sentiment may seem straightforward, often the process can be badly executed, which can lead to disengagement, misunderstanding, and employees feeling as though changes are being forced upon them.
However, with effective top-down communication, this can be turned around, resulting in benefits for everyone involved. Here’s why the approach is so essential, and the steps you can take to ensure continuous success.
What is top-down communication?
First things first, let’s clarify what this business method actually is. Quite literally, it’s a communications strategy that issues communications, information and instructions using a hierarchical format.
Basically, the people at the top of the organisation pass information down to their employees using the managerial structure. Then, those in charge of each rung filter these commands or information through to all of the relevant categories within the company until everyone is aware of what is expected of them or what the news is.
It’s an efficient way of making sure important business decisions made by those who hold senior leadership roles clearly flow to IC (individual contributor) employees.
Why is top down communication important?
A successful company demonstrates effective leadership communication. Employees actively want to hear from the senior leaders in their organisation because they feel it’s important to know where they stand, especially if it’s to acknowledge a job well done.
It also helps them to stay informed, and build trust between themselves and those higher up. Plus, it also improves transparency, creates a sense of belonging, (which boosts employee engagement), and provides assurance that the information they are hearing is from the most reliable source of all.
Here are some of the other benefits of the top down approach:
- Authority is established and maintained.
- The risk of misinformation is decreased, especially when it comes to rumours or gossip within the workplace. For example, if there’s an outbreak of COVID-19 within the company, the top-down method can quickly let everyone in the organisation know, along with the steps to take.
- Consistent and clear information filtered through to everyone in the company reduces mistakes.
- Quality control within the organisation is more streamlined and efficient.
- Employee engagement is improved due to communications channels keeping everyone up to date, involved, and valued.
- Makes sure every team and department is completely aligned to ensure everyone is working towards a common goal and purpose.
- Employees are reassured that they are receiving important and correct information, regardless of how middle managers perform as communicators.
Are there any drawbacks?
Top down communication can only go wrong if it’s not conducted in the right way, i.e. the senior leadership team do not communicate with each other or the managers they are sending the information to.
Here are some examples of disadvantages that could occur should the initial process be poorly executed:
- If management uses corporate jargon that only they understand, it’s likely important information will be lost in translation. For example, engineers may not use the same terms as the marketing team, so it’s critical that the stream of consciousness is universal and evergreen for all to comprehend.
- Trust is integral - proprietary information distributed to the entire organisation needs to remain within the company walls. If it’s not, there are risks of things being leaked to competitors which can have detrimental effects on the entire business.
- If all senior leaders send out different versions of information to the rest of the company, this not only causes confusion among employees on who to believe, but also compromises the authority and respect of the hierarchy.
How to improve top-down communication
There are a variety of methods and best practices that can improve this essential communications strategy. Not only will they help you to boost trust in your management style, but they’ll also have a positive knock-on effect in every aspect of your business.
Understand where your audience is in relation to the information you’re delivering
Not every worker in the company requires every bit of information from the senior leaders. Before distributing it to everyone, consider what info is relevant and who needs to hear it, and then tailor your communication strategy accordingly.
Don’t just use words
Different people digest information in different ways. Some prefer imagery and diagrams, some prefer analogies, and some prefer the old-fashioned pen to paper.
Top-level managers need to think about the needs of all of their employees, which means conveying the information in a multitude of ways so everyone can remain on the same page.
It’s important to be honest and humble
Regardless of whether it’s in business or life, nobody responds well to being lied to, talked down to, or generally just disrespected. When you’re constructing your message, make sure you can honestly say that you’re being 100% honest. Don’t skirt around any problems, and make sure the information conveyed feels equal and humble.
Be receptive to questions
While you don’t need to consider the opinion of every single employee, you need to be prepared to receive questions about the messages you’re delivering. Provide people with the opportunity to voice their feelings and concerns, and allow them to feel heard. This not only boosts the engagement of your employees but also gives you opportunities to refine and perfect your overall strategy.
Take a leadership course
Whether you run a small business, are head of a larger one, or are still in education but plan on working your way up into management someday, there’s always space to learn and grow.
Taking a leadership course helps you to cultivate the skills needed to successfully manage groups of people, along with developing your thinking abilities to help you lead in an innovative and creative way.
