How the C-Suite Is Using Dynamic Signal for Crisis Comms

What You’ll Learn

  • Strategies for executives to keep employees informed about the coronavirus
  • Ideas for the C-suite to make employees feel more connected during the outbreak
  • How leaders are using Dynamic Signal to deliver top-down communication

As a C-suite executive, you know that making sure everyone is aligned around the vision you set for your organization is crucial.

You also know that the world has changed. Ensuring that your employees are getting top-down messages is more important than ever. But are you able to reach everyone with key information about the coronavirus (COVID-19) and maintain business continuity?

Employees want to hear from you and your team.

The Edelman Trust Barometer Special Report found that “employee communications” is the most credible source of coronavirus information. Sixty-three percent of survey participants said they are relying on their companies – more than government (58 percent) or the media (51 percent).

In these uncertain times, Dynamic Signal has been indispensable for C-suite executives as they share essential news to all employees, wherever they are, in real-time.

Here are some ways that customers are using our platform as the hub for executive communication during the pandemic.

Source of Truth

News about the pandemic is changing on the hour. Employees need to hear from you about how it impacts them. You must have one central place for leadership directives, where people know they can find the most reliable, up-to-date information.

Our customers rely on Dynamic Signal as that single source of truth. It’s where employees expect to receive company news – including on their mobile devices.

  • COVID-19 Categories. Almost every customer has created a separate platform category to find the latest outbreak information without searching through long feeds or complicated navigation. We’ve seen posts on everything from how to address customer questions and concerns, safety procedures, emergency preparedness plans, work-from-home policies, and workplace health best practices.
  • Pinned Posts. Customers are highlighting the most crucial information and leadership messages through “pinning” them to the top of news feeds. It’s the first thing everyone sees when they visit the platform.
  • Two-way Communication. Leaders take advantage of the comment functionality to get real-time feedback and questions.


BroadcastThe platform enables companies to send broadcasts – push notifications or alerts – directly to mobile devices, desktop apps, and other channels. (Microsoft Teams, Slack, and so on.) In times of crisis, there’s no substitute when it comes to getting the attention of our people.

  • Time-sensitive, Critical Information. Customers are using broadcasts to share coronavirus information that everyone needs to hear immediately. Messages from the CEO. Office closures. Changes in critical procedures or policies.
  • What We Know Now. Organizations are sending daily broadcasts from their leaders about ongoing developments. By keeping them in the know, executives are making their employees partners in getting through this.

Quick Links

Quick LinksOne of the most popular features of the platform is especially useful right now. Typically, companies have Quick Links – visual icons at the very top of the platform and easy to access on mobile – that send people to their pay stubs, company policies, cafeteria lunch menus, and so on. Now, there’s also information about the pandemic.

  • Company Updates. Several of the world’s most recognizable brands have created Quick Links to house all of the updates/broadcasts/information that it sends out daily.
  • Health and Safety. A healthcare system customer has a Quick Link that opens a custom page with a message about staff wellness being the highest priority and directs employees to where to find information about testing, when to isolate, and more.
  • IT Help. With many employees working remotely, a Quick Link to the IT Help Desk or a request form for assistance can reduce time and frustration while keeping people up and running.


AcknowledgementsC-suite executives always worry if employees receive their messages. That’s never been more critical. With this feature, organizations can mandate that employees acknowledge a message. Leaders can know who received something and who needs to have the message sent again.

  • Remote Work Ready. Companies are using acknowledgments to make sure employees are prepared to work remotely as offices close. For instance, “dry run” messages are sent requesting that employees test their Wi-Fi, VPN, Zoom, Outlook from a remote location. They can acknowledge that they’re good to go or indicate that they need assistance.
  • New Procedures. Executives are making sure employees understand new protocols by having them acknowledge messages. One example is when organizations limit visitors on the premises. Everyone on staff needs to know to help enforce that health and safety measure.


VideoPosting videos on the platform conveys a sense of authenticity that sometimes doesn’t come across with the written word. During this crisis, we’ve seen leaders make excellent use of video that isn’t necessarily polished. Often, they’re speaking from their offices. But they capture the emotion and concern of leaders – showing that they’re serious about looking out for the welfare of their people.

  • CEO Videos. Dynamic Signal CEO Eric Brown uses our platform to send almost daily videos to employees. They’re short (about two to three minutes), unrehearsed, and straight to the point. When feedback through comments indicates employees still have questions, Brown follows up with answers in the comments or other videos on those specific topics.
  • Executive Team Videos. An internationally known brand uses videos from multiple executive team members to keep them abreast of the latest outbreak news.
  • Good Health Practices. One organization created a video with employees demonstrating the proper hand-washing technique set to the tune of a 20-second alternative to “Happy Birthday.”

Shareable Content

SharingOur platform allows organizations to make some content shareable. That enables employees to amplify messages by sharing company-related information (with approved text) to their social networks. So many of our customers are leaders in their industries – and have knowledge that can benefit the public. Their most passionate advocates are helping get the word out. Here are a few examples:

  • Fighting Cyber Criminals. One technology company wrote about watching out for scammers who are embedding malware on websites claiming to provide coronavirus information.
  • Assisting our Furry Friends. A company posted tips about keeping pets safe during the outbreak.
  • Bringing Scientists Together.  One pharmaceutical company posted an article by its chief science officer about the importance of coming together with their peers to fight the coronavirus.

Finally, perhaps the most remarkable thing C-suite executives are doing with the platform is creating a safe space for employees.

There’s a lot of concern, trepidation, and even fear throughout organizations. C-suite leaders are using the platform to convey a message that their company is here for them and that together, they’ll get through this.

Post Author

Becky Graebe

As Senior Director, Communication Expert at Dynamic Signal, I work with a great team of people to connect, align and engage employees in modern and meaningful ways, wherever they are and in the manner they choose.