Communication is among the top soft skills employers are looking for in the workplace, according to the LinkedIn 2023 Most In-Demand Skills report. The report lists communication second only to management skills.  

We asked three leaders to tell us their advice about effective communication that they’ve learned during their careers. Here’s what they had to say. 

– Emily Barske Wood, Business Record special projects editor

Shannon Cofield, president, MercyOne Des Moines Foundation

The most important element of effective communication is to know your audience – whether that is an audience of one or an entire auditorium of people. Know who they are and what they care about – then tailor your message to be relevant. 

If difficult information needs to be shared, back up decisions with data, balanced with candor, transparency and empathy.  

Storytelling is the most powerful tool to effectively communicate. Sharing how lives are affected, regardless of the service or product, is what moves people to act (or not act). Storytelling builds trust and activates more areas of the brain than mere facts.

Effective written communication is brief.

Listening is part of effective communication. Making sure the other person feels heard is even better.

Ask thoughtful questions. Then, be open to a point of view you may not have considered as a result and act upon it.

Assume whatever you write in an email will be printed in the Business Record or Des Moines Register. It allows for cooler heads to prevail if emotions are running high. 

Katherine Harrington, president and CEO, West Des Moines Chamber of Commerce

Top 17 list for effective business communications:

1. Every communication is an opportunity to market, educate and build relationships. 
2. Make it fun. Be upbeat and positive. 
3. Let your personality shine. Show your enthusiasm! 
4. Bullet points and formatting are your friends.
5. Keep it simple. If an email is too long, set a meeting. 
6. Make someone smile. Pick up the phone. 
7. What’s old is new again. Use the mailbox. 
8. Choose progress over perfection. 
9. Don’t email “angry.” Never send an email you would not want someone else to read. 
10. Can’t find the words? Ask ChatGPT to help.
11. Communication is 55% nonverbal, 38% vocal and 7% the words you use. People don’t remember what you said; however, they do remember how you made them feel. 
12. Use active listening techniques. 
13. Take notes and refer to points made.  
14. Find a way to recognize others.
15. Don’t be shy. Ask questions to avoid confusion. 
16. Think about when you are communicating with others. 
17. Who is your audience? What is the point you want to get across? What do you want to accomplish? How do you want your audience to feel? 

Tej Dhawan, startup and technology advocate

Advice provided in simple words, free of jargon and complexity, is priceless. Known as the Feynman technique, it involves deeply understanding a subject yet being able to explain it, literally, to a 12-year-old.