Weve all heard the phrase, Its not personal; its business. However, Id argue my place of business is personal. Where I choose to invest my time, energy and ideas is a direct reflection of me.

The COVID-19 pandemic is throwing most business plans off course. Organizations are figuring out how to operate, day by day, as breaking news unfolds about social distancing and government policies. While people fear the economic impact the pandemic will have on businesses and employee livelihood, a time of crisis is also an opportunity to bring to life a companys mission and values in unique ways by making it personal.

The three key tenets to the make it personal model include: using talents for good, adopting a people-first mentality and building meaningful connectivity.

Using Talents For Good

In a crisis, seize the opportunity to rise to the occasion and determine how your product or service can alleviate some of the stress in these uncertain times.

Disney is a great example. While its theme parks are closed due to COVID-19, the company is embracing its mission to entertain, inform and inspire people around the globe by releasing Frozen 2 and The Rise of Skywalker early. Knowing people are suffering from cabin fever as they hunker down in their homes, Disneys small gesture of leaning in and adjusting plans is just the ticket to give people some relief.

Chipotle is committed to cultivating a better world through its food products and culture. As such, the chain is creating virtual lunchtime hangouts with celebrities through Zoom, and up to 3,000 people can join. Fueling togetherness is critical right now, given so many people feel isolated. The chain is also offering free delivery on orders of $10 or more since people cant eat inside the restaurants.

Additionally, French luxury conglomerate LVMH is using its perfume and cosmetics factories to manufacture free hand sanitizer for France to help with the shortage. This is a perfect example of a company creatively problem-solving and leveraging its tools resources, and talents for good that goes way beyond meeting the bottom line.

Putting People First And Leaning In

In a lot of industries, people are what differentiate a product. Its imperative for companies to prioritize staff needs in times like this. Lean into them, and theyll lean right back. Recognize the unpredictable conditions crisis creates, and encourage flexibility.

Many working parents could be at home trying to facilitate in-home learning while schools are closed. Show them you have their backs. This is team building at its finest. Band together. Because when you take care of your people, they take care of your business.

Building Meaningful Connectivity In A Work-From-Home World

As I explained in one of our companys blog posts, A companys talent pool is their greatest PR asset. No one is closer to your company values or brand promise than those on the inside. Loyal employees will sing their organizations praises in times of glory and come to its defense in times of crisis ... Yet, internal communication is often overlooked or not given the level of creative treatment that external communication receives.

This is especially apparent in moments of urgency and crisis. While technology enables us to be connected 24/7, it takes a little more TLC from leadership to build meaningful connectivity. Here are some quick tips:

1. Establish A Communication Task Force

Centralize where news, intel and policies take place to ensure clear, consistent messaging all throughout the organization. This team should be lean so it can act fast given the fluidity of crisis situations. Delegate key spokespeople to rally the troops and own the functionality of the business. Communicate updates early and often.

2. Empower Employees To Give Back

Figuring out how to manage the day-to-day business is challenging enough. For some, this is their only key performance indicator (KPI). However, for others, it means some projects are put on the back burner until further notice. Keep these employees engaged by encouraging them to problem-solve issues happening in the community or industry you work in. Some will eagerly raise their hands, while others will need to feel they have the license to jump in and get their hands dirty.

Help guide this team of change agents to respond to a crisis with solutions that reflect the companys mission and values. This will help build your brand and advocacy in meaningful, timely ways. Imagine if every company acted this way and the greater impact it could have on the world.

3. Encourage Self-Care

Lead by example. If employees see members of leadership engaging in virtual lunches, happy hours and daily walks, then theyll feel more secure that they can take care of themselves in the same way. Its mission-critical to nurture and advocate for positive mental health during a crisis. Humanize communication beyond email by leveraging video software, the company intranet and social media, and embrace playful memes or GIFs to connect.

Making it personal in times of crisis enables creative problem-solving, reaching a higher company purpose and employee retention. Ultimately, getting personal can lead to better business results.

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Let's Get Personal: How Businesses Can Stand Out In Times Of Crisis - Forbes