Why empathy matters in the workplace

Brands are looking to shift their tone of voice so that mindfulness, understanding, and compassion for other people become top priorities.

What’s more, many organizations are focusing on communicating empathically when talking with their employees, as well as with customers and prospects. And the first step towards empathic communication is a willingness to listen and an openness to engage in conversation that prioritizes the well-being of the person you’re talking to.

The importance of empathy in business communication

At Acrolinx, we’ve been working to engage with and explore this topic, both in our own company communication and as it relates to our product. We also acknowledge that empathy isn’t a gimmick or marketing tactic, but an essential part of emotional expression, being human, and connecting to each other. 

The role of emotional intelligence in communication

Emotional intelligence plays a crucial role in communication. It involves understanding and managing emotions to effectively convey messages. This awareness helps in building trust, resolving conflicts, and fostering positive relationships. By recognizing and regulating their own emotions, people can express themselves more clearly and connect with others on a deeper level. Overall, emotional intelligence enhances communication by promoting understanding, mutual respect, and meaningful interactions in both personal and professional settings.

How businesses can foster empathy

Empathy is a relatively understudied topic. We know that empathy is about emotion, and, in particular, about emotional connection. Empathic communication involves both accepting and allowing different perspectives and emotions in other people, and also sharing it with them to enable encouragement and support. It’s also the practice of actively listening, in an effort to understand the emotions of who you’re communicating with.

Why does this matter for large organizations? Aside from cultivating an inclusive workplace, data-driven support of empathic communication is also a good business decision. As it happens, people have been looking into what it means for companies to be empathic long before 2020 threw us some curveballs.

A 2016 study by the Harvard Business Review scored a number of companies with an Empathy Index, which covers a wide variety of criteria, including company culture and brand messaging. The study found a high correlation between a company’s Empathy Index and its performance, and posits that empathetic cultures keep the best people working in the healthiest environments, leading to a high degree of success. 

While the Harvard Business Review study didn’t directly measure empathetic language, it did include public messaging on social media and brand perception as factors. And, it acknowledged the importance of language in contributing to a company’s Empathy Index.

What empathetic writing looks like

When we tend to think of empathy, it’s usually in a dialogue setting between two or more people. We’re told to “put yourself in the other person’s shoes” and use words that make that person feel safe and supported to express themselves. It’s not particularly specific advice. And it doesn’t help develop the full range of skills needed to provide emotional support for other people, in a range of different settings.

But what does it mean to communicate with true understanding and what skills do you need? What does it mean to use empathy as a business, where your target audience isn’t yet engaged in a dialogue with your brand? Or what does it mean as an employer when you’re trying to foster an empathic environment between team members?

5 practical tips for communicating with empathy

1. Respond in a timely manner to the concerns of your target audience. Whether it’s a global crisis or a support ticket, addressing the issue promptly (without instantly turning it into a marketing campaign) shows people you genuinely care how they’re feeling. 
2. Take inspiration from reflective listening. Rather than simply saying “I understand your concerns,” try to pair your understanding with a reflection of the context that’s causing people to react in a particular way. Often it means adding an additional sentence like “I see where you’re coming from. I would feel the same way if I experienced that (validating the person’s emotional experience).” Without relying on interpretation, verbalizing someone’s feelings back to them in your own words helps people feel not only heard, but understood.
3. Acknowledge people’s subjective experience even if you disagree. “We know the recent changes to our terms and conditions may make some people uncomfortable, however, you can rely on us to provide you with clear communication and flexible options.” 
4. Be accountable. Regardless of the intention behind your communication, your organization should take responsibility for how your content affects people, even if it elicits an undesired reaction.
5. Use emotive language in content responsibly. Use an emotional analysis tool to make sure you’re not unnecessarily evoking fear or anger to prompt a reaction from your target audience. Here you can use content governance software to manage how language is used and align content to your brand standards.

Empathic communication skills are vital for both internal and external communication — so for employees and customers. Use these tips to develop your communication skills and put them to practice! Next time you chat with a coworker, make an effort to practice reflective listening and demonstrate that you understand what they’re saying. Or when you write your next email, think about your emotional expression and how it might affect the receiver.