Imagine opening your email and finding a subject line that reads, “You’ve been fired.”
It’s the kind of email no employee ever wants to see—punishment, apparently, for complaining about stress at work.
The message came from Yes Madam, a beauty and wellness platform in India, and spread like wildfire. Outrage erupted as people shared screenshots, condemning the company’s callous approach. But here’s the twist: the email wasn’t real. It was a marketing stunt, the company later explained, meant to “raise awareness” about the importance of mental health. Their solution? Giving employees a day off and a spa voucher.
If the backlash was swift, it was also deserved. Instead of sparking dialogue about workplace stress, the stunt felt performative and hollow. What should have been an opportunity to build trust and show genuine care ended up eroding both. The problem wasn’t just the content—it was the lack of authenticity. In an effort to appear thoughtful, the company managed to alienate the very people it claimed to support.
This story highlights a growing challenge for leaders and organizations everywhere: in an era where employees and customers demand transparency, connection, sincerity, and kindness, how do we communicate in ways that are genuinely real and human? As we rethink how to engage and build trust, we need to embrace new ways of showing up authentically in our communication. Best practice communication tools—mass emails, scripted memos, and formal announcements—no longer resonate the way they once did.
While best practices are rooted in what worked in the past, next practices focus on what’s needed for the future. In an increasingly digital, distributed, and asynchronous world, authentic communication is the ultimate next practice. Whether it’s a CEO addressing employees, a team leader sharing updates, or a professional building their network, success today depends on our ability to show up as real people—not faceless corporate personas.
Authenticity Isn’t Optional Anymore
Authentic communication is about more than delivering a message—it’s about creating a sense of connection. When leaders and professionals communicate authentically, they bridge the gap between themselves and their audience. People don’t just hear or read what you say; they trust you because they see who you are.
As Catherine Fisher, LinkedIn’s Career Expert, explains in a podcast interview, “The way we connect and consume information has changed. People want to engage with content that feels real, relatable, and human. The more authentic you are, the more impactful your message will be.”
This shift explains the growing popularity of video as a communication tool. Unlike polished text updates or scripted presentations, video allows people to share thoughts, reflections, and stories in a way that feels personal and direct. Fisher elaborates, “You don’t need perfection. It’s about showing up as yourself. It’s the authenticity of video—stumbling over a word, pausing to think—that helps people feel connected.”
The Case for Ditching the Script
The numbers make the case clear. Data shows that short-form video content drives deeper engagement, with viewers retaining 95% of a video’s message compared to just 10% for text. According to LinkedIn data, video posts from senior leaders have grown by 23% in the past year, leading to a 39% increase in followers.
Executives across industries are already leaning into this approach. During last earning season we could see CEOs like Ralph Lauren’s Patrice Louvet, Barclays CEO CS Venkatakrishnan and Shopify CEO Harley Finkelstein using LinkedIn to share complementary posts and videos that provide additional context and information on their earnings reports. According to LinkedIn data posts from CEOs now receive, on average, eight times more impressions and four times more engagement than other types of content.
The key here isn’t the medium itself—it’s the way it enables transparency and connection. Take the CEO who shares a short, spontaneous video after an earnings call. The official report remains available for those who want details, but the video serves a different purpose: it humanizes the message. Employees, investors, and customers see the leader not just as a voice of authority but as a person with emotions, reactions, and a point of view.
Whether it’s video, live discussions, or interactive forums, tools that enable authentic communication allow leaders and professionals to build trust across time and space.
Authentic Communication for Everyone
Authentic communication isn’t just for CEOs or senior leaders—it’s essential at all levels. As Catherine Fisher points out during the podcast, professionals are increasingly using tools like short-form video to build relationships, share insights, and foster trust:
“Sometimes I’ll post polished videos, and sometimes I’ll share something spontaneous—a quick thought or response to a question I received. What I’ve found is that the most unfiltered content often sparks the most engagement. It’s not about being perfect; it’s about providing value.”
The lesson? Authenticity works because it feels real. A consultant answering an industry question, a team leader recognizing success, or a job seeker sharing their story—these moments of connection transcend the limitations of text alone. Whether through video, live chats, or informal updates, the key is to focus on what matters to your audience.
Forget Perfection, Aim for Connection
Of course, embracing authentic communication isn’t always easy. For many, the thought of putting yourself “out there”—whether on video, in writing, or through live interaction—can feel intimidating. It’s easy to overthink what to say, how you’ll look, or whether the content will resonate.
But perfection isn’t the goal—connection is. As Fisher advises, “Start small. Think about what’s valuable to your audience and let that guide you. People aren’t looking for perfect—they’re looking for something meaningful, something they can learn from or relate to.”
This applies whether you’re recording a video, writing a post, or delivering an update. The most impactful communication happens when we focus less on how polished we appear and more on how genuine we are. Because in a world where so much feels automated and distant, people want to connect with people.
In today’s workplace, authentic communication isn’t optional—it’s essential. It’s how we build trust, foster relationships, and create connection, whether we’re engaging a team, a customer, or a network.
Video exemplifies a broader shift toward authenticity in communication. From short videos and live conversations to thoughtful updates and reflections, tools that allow us to show up as real, imperfect humans are becoming indispensable.
The challenge now is to embrace authenticity in all forms—whether through a video post, a live update, or simply a thoughtful message that shows who you are. Start small. Be yourself. Because in a digital-first, asynchronous world, being real isn’t just powerful—it’s the way forward.