Soft Skills – The Foundation for Positive Change

Soft-skills are often underrated or lacking acknowledgment in their importance for everyday challenges. It’s arguably one of the most testing times of our modern history, but it’s important to note that change for good rarely happens through sheer panic or speed at the detriment of a well-thought-out plan.

This is where soft-skills can help. Whilst no one can predict the long-game in the current COVID-19 epidemic, we do have the opportunity to think and reflect; looking beyond future planning and instead considering what might be viable commercial options by looking deeper at where the opportunities are and how they might come to fruition.

These skills will be key to any business, and coincidentally made the top five of the most valued soft skills in the workplace in LinkedIn’s latest report: 

1. Emotional intelligence

Understanding your audience’s mood is crucial. If it’s not obvious, remind yourself of the reaction a couple of weeks ago to Liverpool Football Club’s announcement to furlough only their non-playing staff, against a backdrop of record profits for the last 12 months, whilst shielding the players, and grossly mis-reading the public mood.

2. Creativity

Think beyond what you do now. Ask your team to come up with ideas for new income streams. In the new world of Zoom-fever you can still ‘meet’ and bounce ideas. Creativity and brand strength has definitely helped Ann Summers and a great idea doesn’t care who has it. The team at Ann Summers generated great PR, aligned to the brand’s playful nature and provided some commercial gain of their willy-shaped pasta when all the supermarkets sold out.

3. Persuasion and Collaboration

Let’s face it, we’re all in the same boat here, but it’s just that the boats are different sizes. It’s perfectly acceptable to ask for help, or be helped, but make sure there’s some balance and mutual benefits to both businesses. 

The ‘Save Pub Life’ programme by Budweiser allows consumers to order your Bud at a local pub through a gift voucher scheme, ensuring your local’s survival to the other side of lockdown... The vouchers act as a charity for the local pub but these are supported by a large corporation that provides some great brand building and loyalty at the same time with end-users.

4. Adaptability

The agility of your business to react to new situations; both short-term and long-term planning are still very relevant. A brand pause is not a reason to stop completely. Consider the following: 

a. Short-term: What can I do now in order to ensure relevance in the ‘lockdown’ economy?

b. Long-term: How can I make sure that when the threat starts to ease, and restrictions lift, my brand is set to capitalise and thrive in the new post-lockdown economy?

We’ll certainly discover which brands successfully planned their comeback once we are at the other side of this. For now, let’s acknowledge the great move from partners Gary Neville and Ryan Giggs, ex-Manchester United players, minds behind University Academy 92 and co-owners of two iconic hotels in the city: Hotel Football and The Stock Exchange Hotel. In a confusing and uncertain atmosphere for the country, they were one the first to step up and open their hotel doors to health workers free of charge. This is a philanthropic example but, as public figures, their personal brand and hotels will definitely benefit from their actions.

At Truth, we work day in and day out putting these skills into practice. So if your business would benefit from a little support, or a breath of freshness four weeks into lockdown, get in touch.