In today’s challenging economic climate when workers are stressed to the max, strengthening existing relationships through effective communications with employees and can help your enterprise succeed.

The government’s latest unemployment number of 10.2 percent acknowledges the human toll the nation’s economic contraction is having on people and brings into sharp focus why anxiety among workers is running high.

Without minimizing the “green shoots” economic commentators detected earlier in the year and the third quarter’s tick into positive territory for gross domestic product, it’s safe to say that apprehension among workers and employers alike continues to grow as each new day seems to bring announcements of shutdowns, layoffs, bank failures and a so-called “jobless recovery.”

Consider these findings from a Rutgers University survey released in April when the nation’s unemployment rate was reported to be 8.9 percent. The university’s Heldrich Center for Workforce Development found in its most recent “Work Trends” study that:

    * 67 percent of workers said they were very concerned with the unemployment rate, compared to 46 percent one year prior

    * 49 percent said they were concerned with job security for those currently working, compared to 32 percent in spring 2008

    * 68 percent said they were very concerned about the job market for those who are looking for work, compared to 48 percent the year before.

Into this environment of worker apprehension and doubt, businesses must maintain productivity –even with fewer employees- and carry on operations with an eye towards future revenue growth and a return to normal. While some managers may see this worker fear as a chance to raise expectations in the hopes of boosting productivity –i.e. more stick and less carrot, many will tread carefully recognizing the potential for prolonged job anxiety to chip away at the mental health of their employees.

While I am certainly no psychologist or psychiatrist, it seems pretty apparent that constant apprehension about job loss coupled with the reality of meeting one’s financial obligations is a recipe for depression. A depressed workforce is likely to be less productive and lose focus --potentially exposing themselves to more injuries, fewer sales closes and more missed opportunities, depending on the type of business involved. Further, once the economy rebounds and job growth resumes, some of these overwrought workers will look for the first chance to flee the pressure cooker, taking with them the job experience and performance that made them valuable to the enterprise to begin with.

While it’s probably impossible to eliminate these apprehensions, mitigating and managing the fear can be done through effective communications. Certainly, many of these fears grow out of seeing friends and family dismissed from employment, but what makes them worse is the not knowing –not knowing how the company is doing, how they are performing and what, if anything, can be done to make a difference.

Outside of one-on-one conversations, digital signage may be the most effective communications medium employers can use to boost flagging morale and keep workers motivated and focused. Why? First, it’s public by its very nature. This makes it effective in acknowledging individuals and groups of workers for superior performance. Second, it’s easy to update with relevant, current information workers may need to be more productive. Third, digital signage can help to strengthen esprit de corps by promoting and acknowledging the efforts of workers when they are off the clock, such as walk-a-thons to raise funds for charity and involvement in youth programs.

In today’s economic climate, when companies need to ensure their workers are as efficient as possible, digital signage should be a key component of any corporate communications effort. Those managers looking to maintain productivity, build morale and contribute to their workers’ safety and peace of mind would do well to consider how digital signage can help them attain those goals.

David Little is a charter member of the Digital Signage Association with 20 years of experience helping professionals use technology to effectively communicate their unique marketing messages.