Skip to content


  • Add this article to your LinkedIn page
  • Add this article to your Twitter feed
  • Add this article to your Facebook page
  • Email this article
  • View or print a PDF of this page
  • Share further
  • Add this article to your Pinterest board
  • Add this article to your Google page
  • Share this article on Reddit
  • Share this article on StumbleUpon
  • Bookmark this page

Five ways for business leaders to reassure their people and reduce uncertainty

As nation states and citizens rally together to strengthen the collective social response to COVID-19, uncertainty is the only current certainty for many business leaders. With supply chain disruption, changes to working arrangements, constantly-shifting state guidance and cashflow concerns, the next weeks and months will have major ramifications on the personal and professional lives of leaders’ employees, their customers and their wider supply chains.

All too often, leaders can be gripped by inertia when action is needed. And while leaders can only do so much in times such as these, there are some small, perfectly achievable actions that can have a hugely positive impact on the lives of those working to deliver in difficult conditions. In these complex, ever-changing times, leaders have an opportunity to reduce uncertainty by doing the following:

Get seniors on script 

Leaders are vital in times of uncertainty and, with fast-moving situations calling for different messages from different departments and leaders at different times, it’s vital that all messaging is complementary. Avoid any risk of improvisation by ensuring your leaders know the facts and stick to them, avoiding any unhelpful conjecture.

Work to agreed short-term goals 

With teams often adapting to new ways of working and the future changing weekly, if not daily, it’s easier to focus individual and collective minds on short-term activities. Forget long-term forecasting. Instead, build momentum around achievable, meaningful contributions and savour success in the challenging present.

Roll your sleeves up

With teams needing firm direction more than ever, now’s not the time to risk crossed wires or the perception that management is afraid to get stuck in. Make sure there’s two-way communication with a focus group of frontline people where you can test policies and new ways of working before implementing them – and then show a willingness to muck in and get involved with the testing.

Strengthen your communications infrastructure

Nothing creates more uncertainty than rumour, so it’s vital you’re able to get messages out quickly and consistently to everyone: employees, customers and those across your supply chain. While technology provides various options to connect disparate teams, the key is to create a cadence and rhythm that people can rely on regardless of the tool used.

Accept and absorb, then learn and reflect

In an evolving situation, you’ll need to be able to quickly adapt to any state and be willing and open to continue changing as required. Each week (or sooner), you’ll need to look back at what worked and what didn’t, being honest with feedback to ensure both individuals and the organisation can continue to improve. Role modelling will be vital to develop habits that will serve everyone well in the future.

Find out why HR is the key to unlocking the transformational benefits of AI and automation

Find out more

However logical we may typically be as leaders, in uncertain times it’s difficult to think about what the future may hold and how it’ll impact us. That’s why these five simple steps are designed to help you move forward towards making things more manageable – for your organisation and your people.

While the coronavirus pandemic will continue to challenge us all, it will also unearth and illustrate the everyday heroism, ingenuity and stoicism of humanity, and the way we can adapt to challenge with a sense of purpose and optimism. We need to look not at the impossibility of managing uncertainty, but the steps we can take to reduce it and bring greater reassurance and clarity to the lives of those around us.  

Contact the author

Contact the people and talent team


By using this website, you accept the use of cookies. For more information on how to manage cookies, please read our privacy policy.