Executive Communication Expert David Grossman Asks What Are Yahoo's Business Reasons for Telecommuting Policy Change

Mar 01, 2013, 07:53 ET from The Grossman Group

CHICAGO, March 1, 2013 /PRNewswire-iReach/ -- Yahoo CEO Marissa Mayer and her leadership team failed in their attempt to positively communicate the elimination of telecommuting at Yahoo due to several critical communication missteps.

(Photo: http://photos.prnewswire.com/prnh/20130301/CG68986)

David Grossman, ABC, APR Fellow PRSA, founder and CEO of award-winning internal communications agency, The Grossman Group, highlights several of those errors today in his Blog, "Yahoo poorly communicates 'In Office' policy." 

Grossman asks why the apparently hastily written memo didn't address the business reasons for the change in work-from-home policy:

  • What performance measures does Yahoo stand to improve through increased collaboration?
  • What testing has taken place, either internally at Yahoo or elsewhere, that provides anecdotal rationale for the change?
  • How will the company benefit by senior leadership's role modeling of the behavior?

"We are working with several organizations, many based here in Chicago, who are taking the exact opposite approach. They are encouraging remote workforces – however the biggest difference is that they are taking a mindful, research-based approach to introducing and communicating the changes that they think will be beneficial for their employees as well as the bottom line," noted Grossman.

Grossman opines that the change in policy at Yahoo could have been absorbed by employees in a more positive, calm manner had Mayer taken the time to deliver the news herself in the frank context of the desired business outcomes.  

"The point is that leaders need to own the responsibility of getting their employees to feel part of the greater Mission. How they do that can happen in very different ways for different organizations. Smart communications engage employees.  Empty communications leave employees feeling disenfranchised and unvalued," added Grossman.

To read David Grossman's blog, go to www.yourthoughtpartner.com/blog/.

Grossman is available for comment by calling Kayla Ellsworth at 312-927-4588 or Megan Ross at 847-513-3508.

About David Grossman (www.yourthoughtpartner.com/about-david)
A leading consultant, speaker and author, David Grossman is one of America's foremost authorities on communication inside organizations.  Grossman is both a student and teacher of effective communication and is Founder and CEO of The Grossman Group, an award-winning Chicago-based communications consultancy which focuses on organizational consulting, strategic leadership development and internal communications for Fortune 500 clients.  His latest book is You Can't NOTCommunicate 2: More Proven Solutions That Power the Fortune 100. David is a frequent media source, providing expert commentary and analysis on employee and leadership issues. Specifically, he was featured on "NBC Nightly News", in the Chicago Tribune, LA Times and CBS MoneyWatch.

Media Contact: Kayla Ellsworth The Grossman Group, 312.850.8211, kellsworth@yourthoughtpartner.com

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SOURCE The Grossman Group