Zoom and Microsoft Teams meetings. Overflowing email inboxes. Conference calls. Livestreams. Video mail. In businesses across the world, the volume of communication taking place has reached new levels thanks to COVID-19 containment measures.

We’re talking more than ever, but do we really know what we’re saying? Is talking leading us to the desired actions? Good communication isn’t about volume—it’s about quality engagement.

While I’ve been communicating my whole career, I’ve learned more about effective leadership communication during the pandemic. These best practices are helping our company move forward during this unprecedented time.

1. Speak the language of B2P not B2B.

The fundamental secret to leadership communication is to speak on an individual level. Every business plan I’ve read or written states that employees are the company’s greatest asset. When leaders speak in ways that don’t connect with employees on a human level, this asset stagnates and disconnects from organizational goals.

2. Unite your audience with personalized, relevant information.

Communication isn’t limited to cheerleading or slogans on coffee mugs and T-shirts. Deliver your messages across multiple media outlets so your team can choose when, how, and where they’ll pay attention to it—you’ll see higher engagement rates.

3. Be honest and authentic as you speak with authority.

Effective communication is real, not spin. When leaders stay true to who they are rather than an imagined image, people will gravitate toward their messages. This direct approach avoids ambiguity that can lead listeners to tune out long before you’re finished talking. If something is unknown, uncertain, or even unfavorable, deal with reality in the communication and provide values and vision as a way through.

4. Think in terms of conversation, not speech.

Even with social distancing, leaders rarely have the luxury of speaking to one person at a time. In our multigenerational, multimedia-dependent world, being able to speak to groups as if we’re speaking to individuals helps us to deliver messages that can be heard and acted upon in the best ways possible.

5. View communication as an act of service, not a means to an end.

Communication that inspires people toward self-empowerment is the foundation that moves new ideas and organizations forward. The best communicators transfer ideas—even during hard times—by aligning expectations and inviting others to help spread a vision. If that vision changes, leaders can pivot quickly while moving forward with empathy, clarity, and familiar values. In short, leaders should approach each interaction with the intention to serve and inspire. The ultimate goals are to make the people you lead better and the organization stronger.

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Alex Housten is the chief operating officer of dormakaba Americas.