In a recent post, leadership coach Dan Mulhern said that many managers simply feel that listening's cost -- their time -- is too dear when the pressure is on for them to do, do, do.
At the Miami Herald, managers are acting counterintuitively. Dealing with immense budget pressure, they are trying listening as one of the few important tools they still have.
Attrition, buyouts and layoffs have whittled the Herald from 1,500 employees to about 1,000 in two years.
Everyone who remains has to do more.
Elissa Vanaver, VP of human resources and assistant to the publisher, said, "We realized we were in for a period of contraction and we wouldn't be able to hire for a really long time. We became so concerned about retention and a brain drain, so we engaged the executives in succession planning for the top two tiers of leadership in each division. Using that as a guide, we created a group of next-generation leaders and began to build a retention program around them.
What did they do to keep key people in a contracting environment? They decided to consult more with them.
The Herald brought in Larry Olmstead of Leading Edge Associates and held a training and brainstorming session for the Herald's next generation of leaders. Olmstead had been a top editor at the paper and knows the issues and players well.
Vanaver said, "the training was focused on leading change. The brainstorming was about what the leadership of the paper -- this group included -- could do to better engage our employees in the change we thought we needed. We thought this group would play a key role in doing this, but we didn’t really know how."
So, they threw thequestion open to these high-value employees.
Vanaver said, "what they told us was that we were missing the boat on listening to people on the front line, especially younger members of the staff. We weren’t engaging employees in the urgent work of changing the business model, developing new products. You can’t engage if you feel you’re sitting on the sidelines, is what we heard from them.”
How often have we seen that tough times make top managers retreat into silos and bunkers, meeting in smaller and smaller groups with more and more secrecy as the rest of the staff feels more isolated and powerless? The Herald ran the other way.
The group's next step was a little surprising. These up-and-coming leaders, working in a shrinking world, created their own group. They self-affiliated. They struck an anti-traditional attitude. They talked across divisions. And they called themselves the Las Vegas Group as in, "What happens here, stays here." This allowed them to brainstorm freely but to, as so many coaches and seminar leaders have directed, "keep it in this room."
One of Vanaver's hopes was that the Herald could involve more of its remaining employees. But that seemed difficult, given the resource question.
"How can you get a lot of people involved if you can't run a big program?" she asked.
The Las Vegas Group came up with an idea, and a different kind of listening channel was at its core.
It led to "What the H!" an in-house social network.
"The techies and the interactive people came up with an off-the-shelf blog software that we customized. It probably took a good six months to get the work done. It was nobody's full-time job; everyone was doing it on the side.
"In order for it to work, it had to be a free-for-all kind of thing that the executives couldn't crush."
The blog’s creators wanted anonymous comments, but Publisher David Landsberg wanted people to sign their remarks. Staff members can lurk and read anonymously, but need to register to comment.
They launched with contests and in-house publicity and had close to 200 members in the first week. Remember, some of those members were key, emerging leaders who had dreamed up the project. After six weeks there were more than 350 people registered, well over a third of the total employees.
Vanaver has found no shortage of content to pour into the site. "There are a million things that come across my desk that are worth sharing with a larger group. Instead of doing everything piecemeal, let's aggregate it." If there is news, a staff-wide e-mail will announce it but tease people to "What the H!" for further information.
The site has news and reports on the company's performance, training, classified ads, a calendar, a photo gallery, and a forum for "everything from why don't the vending machines work to it's too hot/cold in my building," she said.
The listening tracks are still developing.
There is an "Ask the executives" section and "I have a great idea." A digital listening channel -- essentially digital suggestion boxes -- are good ways to reach people who expect to find or express anything they like online.
Ali Hernandez is senior manager for diversity and development and a member of the cross-divisional team of advocates that check the incoming messages. She says that the form for submitting ideas asks people to connect their suggestions with a company goal, such as increasing efficiency, controlling expenses or growing diversity and development. Submissions receive an automatic reply and then a personal reply that the idea has been received.
"Each idea is assigned an advocate," Hernandez said. "That advocate is responsible for contacting the contributor and keeping him or her apprised of the progress of the idea through the pipeline.” Someone with an idea may get four responses -- even if the ultimate answer is a no. "If you submit an idea, we're going to try to connect the person to the idea, even if it's just sitting in on a planning session," she said. At least you will know that you've been heard."
Like everything else, there were glitches at the start. Ideas posted on the site appeared to languish as the dialog about them went offline, with the individual. That’s about to be changed, Vanaver said, and the status of the idea will be tracked more visibly on the site. In addition, The Herald has linked this informal suggestion box to a formal innovation/product development process being launched and led by two senior vice presidents.
The goal is to give the process a higher profile and, ultimately, to attract more participation.