At the heart of every successful company is a collaborative and results-oriented human resources (HR) team. Although we usually think of HR as handling the more difficult aspects of a company, like having to let people go, they also do things like address in-house conflicts and encourage employee engagement.
Workers want more from their employers and HR departments, especially those who lean on the younger side. According to Gallup, Generation Z and millennial workers expect and value ethical leadership, transparency, and respect.
If you also consider the impact of the Great Resignation and the probability that more workers will continue to leave their jobs, it’s clear that these retention issues can’t be ignored.
So, how can HR better tackle employees’ needs? One thing they can do is improve their communication skills. Specifically, their persuasive communication skills. This communication style takes an ethical approach to foster mutual trust and respect between employees and their leaders.
Let’s examine why persuasive communication training is important for HR and how this collaborative approach can lead to surprising benefits.
What Is Persuasive Communication?
Unsurprisingly, persuasive communication is deeply rooted in psychology. The American Psychological Association defines it as “information that is intended to change or bolster a person’s attitude or course of action and is presented in written, audio, visual, or audiovisual form.”
Aristotle’s Three Pillars
Although there are many bodies of knowledge relating to persuasion, there isn’t a set-in-stone definition. One framework comes from the ancient Greek philosopher Aristotle, who established the three main pillars of persuasion.
While not a comprehensive guide to persuasion, these three pillars are a good starting point because they lay the foundations for influence.
Aristotle’s three pillars are:
Ethos: The first pillar, ethos, is the persuader’s credibility and character. It makes sense that without credibility, persuasive communication would lose its footing. You must establish trustworthiness, competence, and authority, or the other party won’t take you seriously.
Pathos: This is when someone considers the listener’s emotions. When someone feels like their emotions are validated, they’re more likely to align with your message. There are more benefits than just influencing, however. Truly considering the other party’s emotions is more likely to end in a mutually beneficial conclusion.
Logos: This pillar appeals to reason, relying on facts and logic to emphasize an argument’s validity. Persuasion starts with emotional appeal and then uses logic to seal the deal. If the listener can poke holes in your argument, they’ll likely disregard the message altogether.
More Aspects of Persuasive Communication
The three pillars are the basis for our modern-day understanding of influence, but there’s much more at play. Here are a few more persuasive communication examples:
Positive framing: It’s human nature to want to focus on the negatives. If we start to frame things positively, it shifts the narrative. Instead of using scare tactics or intimidation, positive framing emphasizes the best-case scenarios. This will increase the listener’s engagement and excitement toward your viewpoints.
Repetition and consistency: Hearing something once doesn’t always make an impact. Once key messages are repeated, they’re much more likely to stick. What’s more, not wavering in your argument can build more merit and credibility.
Ethical considerations: As the name implies, this type of persuasion places a strong emphasis on ethical principles and centers on treating others with dignity and integrity. Persuasion should be done honestly and without any underlying agendas. Have the other person’s best interests in mind.
Why Should You Implement Persuasive Communication?
Persuasion does more than satisfy an intended outcome. Practicing respectful persuasion with care and intention will impact other areas of your agency, from workplace culture to retention rates. When people feel understood and respected, they’re more likely to be receptive to new ideas.
Understandably, employees expect transparency, consent, and respect. They also have varying communication styles, so their specific needs should be addressed and understood. Respectful persuasion equips HR and employers with the tools to help employees feel valued and empowered instead of feeling like another face in the crowd.
But what exactly are some persuasive communication benefits you might see in the workplace?
Workplace conflict: Many companies have a diverse range of employees—with different viewpoints, backgrounds, and belief systems. It’s only natural that there will be conflicts and clashing opinions. However, these disagreements can lead to employees experiencing stress and even financial loss when work doesn’t get done.
As mediators, HR professionals need to be ready to handle such situations. Persuasive communication techniques can help parties on both sides of a conflict by encouraging autonomy and open dialogue. If everyone feels safe to share their experience openly, it’s more likely that they can find common ground.
Employee retention: Unsatisfied employees don’t stick around, and one main reason workers quit is because they don’t feel respected. According to the Pew Research Center, 35% of U.S. workers named disrespect as a major reason for leaving their jobs.
Human resources can use the art of respectful, persuasive communication in the workplace to maximize employee retention. This can be achieved by using persuasive techniques (like empathy and positive framing) to communicate the agency’s values, mission, and growth opportunities.
Additionally, incorporating respectful persuasion into the onboarding process ensures that new employees feel welcomed, valued, and eager from the very start.
Communication Styles To Avoid
There are several different types of communication, but not all are created equal. While some promote understanding and unity, others can lead to conflicts and confusion. Exploring the communication styles that should be avoided helps us recognize the potential pitfalls of these less effective methods.
First, there’s manipulation. Unlike respectful persuasion, which is based on mutual understanding and trust, manipulation tactics—such as repeatedly lying to someone to try and convince them of a falsehood—mean to seek to control and deceive others. The goal of this communication style is to push a hidden agenda through deceit. When under manipulation, people often make decisions they normally wouldn’t. In the long run, this can destroy relationships and erode trust.
Aggressive communication is another tactic that relies on a forceful and confrontational approach. Leaders that have an aggressive approach are often met with resistance and defensiveness. Although the employee may comply, this type of interaction can degrade a relationship and lead to resentment.
Finally, passive communication aims to avoid confrontation as much as possible. For those afraid of conflict, this is a popular communication style. However, it can lead to unmet needs and unexpressed ideas.
Respectful persuasion, on the other hand, encourages individuals to voice their opinions and engage in constructive discussions.
How to Respectfully Use Persuasive Communication
For some people, persuasion comes easily. They may have always been influential, with a special knack for saying the right thing at the right time. For most people, however, this isn’t the case. Just like any other skill, persuasive communication needs to be taught, understood, and practiced.
Respectful communication in the workplace also requires more insight, as it incorporates ethics, empathy, and transparency. Here’s how you can learn and teach respectful persuasion at your agency:
Cultivate Active Listening
In the workplace, people aren’t convinced by clever wordplay or carefully constructed speeches. Instead, employees want to feel heard and understood.
Persuasion is about the other person, not you. That’s why active listening serves as the foundation of respectful persuasion.
When in conversation, give the other party your undivided attention. Show a genuine interest in their thoughts and concerns. Use reflective listening techniques like summarizing their points or repeating their words. Be sure to ask clarifying questions so that you fully understand their perspective. Active listening will undoubtedly set a good tone for the rest of the interaction.
Empathy is at the forefront of persuasive workplace communication. Without empathy, persuasive conversations will end up being one-sided or ineffective. It’s critical to have the ability to put yourself in the other person’s shoes and acknowledge their emotions and experiences.
Empathetic responses don’t have to be difficult. It can be as simple as saying, “I can see where you’re coming from,” or “It makes sense why you’re concerned about this.” What matters is the authenticity behind the words and the assurance that you’re there to support them.
Be Transparent and Honest
Transparency is an often-underestimated aspect of persuasion, and it creates genuine, trusting relationships. Building trust through transparent persuasion creates a more balanced relationship. Employees and team members will feel more satisfied, confident, and at ease.
To practice respectful persuasion, present compelling arguments grounded in truth and leave no room for ambiguity. Transparency isn’t just about making both information and your intentions clear. When employees see your sincerity, they’ll be much more likely to embrace your ideas willingly.
Understand the Other Person’s Needs and Motivations
Respectful persuasion isn’t one-size-fits-all. Everyone you interact with is an individual—meaning that it’s necessary to take a tailored approach.
To better understand management and staff, start by asking open-ended questions. Give them the space to share their thoughts and feelings without interruption.
Listen to their concerns, desires, and goals. With this knowledge, you can tailor your message to better align with their needs. This is meant to be an authentic effort to address their specific problems. It demonstrates that you genuinely care about their well-being and are committed to finding solutions that work for them.
At the same time, it’s also best not to insert yourself in someone else’s work or life, even if your intentions for doing so are good. Otherwise, they could come to resent you.
Communicating respectfully in the workplace is made possible through clear and straightforward speech. When presenting your ideas, remember that clarity comes first. Steer clear of confusing language, long-winded explanations, or irrelevant detours. If someone is confused, they won’t be as likely to understand your message.
Additionally, you should always offer concrete evidence and examples. Facts and figures provide your argument with credibility. Make sure to cite where you found your data and that the source is up-to-date and reliable.
Address Concerns and Objections Respectfully
In human resources, encountering differing viewpoints and objections is common. Not everyone will see eye to eye with your opinions, ideas, or requests, and that’s perfectly normal.
In fact, acknowledging and embracing different opinions can spur growth within your company. Instead of reacting defensively or dismissively to objections, adopt an attitude of curiosity. See it as a learning opportunity that can lead to thoughtful solutions.
Allow Autonomy and Choice
Communicating respectfully in the workplace means that you must recognize each employee’s autonomy.
Adopt an approach that presents the other person with various choices. They should be able to decide on what they think is best. Respectful persuasion isn’t about control; it’s about influencing employees to make beneficial decisions. By helping workers feel empowered and autonomous, you can open the door for more productive forms of dialogue.
Navigating the many hurdles of workplace conflict isn’t easy, and HR decision-makers are responsible for teaching their teams how to do so effectively. Persuasive communication in the workplace is a guaranteed way to start making a difference.
Learning active listening, credibility building, and empathetic understanding can have far-reaching impacts on the agency. More importantly, it can positively affect your employees’ mental health and overall well-being.
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