Getting a new business initiative approved can feel like pulling teeth. HR practitioners often hit a wall in the form of budget restraints, unrelenting leadership or a workplace culture averse to change.

In the current economic environment, this can turn into a Catch-22. In times of skills shortages, technological disruption and shifting regulatory landscapes, large-scale people initiatives are often necessary for survival, but these same issues are driving many executives to tighten their purse strings.

As a result, HR practitioners without the necessary influencing skills risk letting their best strategies remain forever as ideas on a page.

To avoid this, HR practitioners can develop the skills to speak executives’ language, cultivate advocates and develop a deep understanding of a business’s needs and pain points.

A research-backed approach to executive buy-in

When pitching for executive buy-in, an approach that combines human skills with business acumen is key. 

In an article for Harvard Business Review, professors Susan J. Ashford and James R. Detert provide a detailed breakdown of how to gain executive buy-in based on their research. 

In their research, Ashford and Detert identified the tactics of a successful “issue seller” (their name for a person seeking buy-in).

“Issue sellers who accomplish their goals, we found, look for the best ways, venues, and times to voice their ideas and concerns – using rhetorical skill, political sensitivity, and interpersonal connections to move the right leaders to action,” they write.

They break this down into seven key tactics:

1. Tailoring your pitch – this was the key success factor. They say it’s critical to become familiar with your executive’s “unique blend of goals, values and knowledge” and use these insights to customise your pitch according to who you’re speaking with.

2. Strategically frame the issue – this is the stage most HR professionals would be familiar with: building a business case. Not surprisingly, the researchers found this was more effective than moral framing (e.g. trying to convince people to ‘do the right thing’).

3. Manage your emotions – passion, they said, was proven to help in achieving buy-in, but passion can easily spill into anger and this inevitably works against issue sellers. Emotional regulation is key.

4. Choose your timing wisely – pitch ideas when there’s a groundswell from employees, when a business’ priorities are shifting (we’re in such a time right now) or when a new leader is at the helm.

5. Don’t do it alone – the researchers found having a group of people involved in seeking buy-in made it happen a lot faster, as each individual brought their own experience, relationships and social pull.

6. Tailor your approach– understand how various executives like to receive information. Do they prefer formal presentations to a casual coffee catch-up, for example? Or, does anecdotal data sourced from employees have more impact than referring to external statistics?

7. Have a solution – it seems obvious, but don’t suggest changing a process without providing what the researchers call “thoughtful fixes”. Come prepared with a well-researched solution, but be willing to make changes and seek feedback from others to ensure diversity of thought.

Read the full HBR article for further explanation, advice and examples backing up the tactics.

HR influence in action

Gaining executive buy-in requires HR to strike the right balance between human skills such as emotional intelligence with technical skills such as business acumen, says Shirley Vella CPHR, Executive Director of HR at SPV Consulting.

Based on her experiences getting HR strategies over the line, Vella offers three key tips for HR practitioners hoping to boost their influence among the executive team.

1. Speak executives’ language

For HR practitioners, the engagement, wellbeing and/or capabilities of the workforce tend to be the number-one goals of any new initiative. So, when pitching to executives, it’s often HR’s first instinct to lead with workforce benefits. 

However, it’s important for HR to put themselves in executives’ shoes and demonstrate that costs and business context have been prioritised in the strategy, says Vella.

“In my experience, executives really want to do good things for the employees, but, at the end of the day, the business needs to be sustained,” she says. 

“You need to understand your audience. If they’re looking at the bottom line, then you talk about the bottom line. Look at the ROI and what’s in it for the business.”

To get this right, it’s essential for HR to upskill themselves in the fundamentals of finance, she says, such as the right way to do a cost-benefit analysis or return on investment forecast.

“HR is fundamentally about people, but it also requires a strong focus on the profitability of the business. So you need to have that business acumen.”

“In my experience, executives really want to do good things for the staff, but, at the end of the day, the business needs to be sustained.” – Shirley Vella, Executive Director of Human Resources, SPV Consulting

Vella recalls an instance where she put these skills into practice to get executives at a previous organisation on board with a new HR information system (HRIS). 

“The company had never done it before. And they [looked at] the subscription fees and implementation fees first and asked, ‘What’s good about it?’

“The first thing I did was [demonstrate] the ROI of having the system – for example, [pointing out that] leave management and performance management could all be done through the system, so it’s saving a lot of HR time [to be reinvested into more high-value work]. Also, regulatory compliance is all set up in the system, so, for example, if an employee had an expired or invalid license, the system comes up with an alert, which reduces the risk to them. So we’re using those points and converting them into dollar signs.”

2. Divide and conquer

When cultivating the ability to influence executives, it’s important for HR to remember that each executive will have their own unique language and priorities.

“When you’re trying to get executive buy-in, use a divide and conquer [model],” says Vella. “Try to map your stakeholders first.”

For example, when she pitched the HRIS mentioned above to her company’s executive team, she first made a list of the leadership team members and determined who was the most computer-savvy and systems-focused, and approached them first to demonstrate the benefits.

“If you get their buy-in first, then they will become your advocates, and they will spread the word.”

Once initial advocates are onboard, leverage their support to influence other executives, she says. Many executives will be more convinced of an initiative’s benefits if they hear about them from more than one source, and this can create a positive knock-on effect that lends momentum to your proposal.

3. Start small

As well as building advocates within the executive team, Vella says that the greatest advocates for launching or sustaining HR initiatives are often the employees participating in them. 

Similarly to executives, employees are often more swayed by word of mouth than by formal presentations from the HR team.

For this reason, Vella suggests launching every important initiative through a pilot program in an area of the organisation where it’s likely to have the most impact.

“Whoever you pilot with will become your advocates too,” she says.

She offers the example of a lunch and learn initiative she recently launched in her current role.

“Everyone was fairly sceptical at first,” she says. “First of all, I [convinced] the executives to buy in, but they couldn’t force staff to go. So the next step was [convincing] the frontline managers, who are always busy. I personally went to them and said, ‘Come for five minutes, and if you don’t like it, you can leave.’

“Some of them who never wanted to join [in the first place] just came in to have a look, and  ended up  staying for the entire hour. The positive feedback was enormous and, slowly, they started to talk about [rolling] this out to other teams as well.”

By using these strategies to cultivate advocates among both the executive team and the broader workforce, HR can ensure their ideas translate into meaningful change.

A version of this article was originally published in June 2020, and has been updated with fresh insights from Shirley Vella CPHR.

Want to learn more about effective leadership and management? Sign up for AHRI’s short course to understand your leadership style and learn how to create key performance indicators.

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Have you ever presented information to your peers and colleagues with confidence and then presented that exact same information to a group of senior stakeholders and felt completely out of your depth?

If so, you’re not alone. Feelings of Impostor syndrome or a sudden onset of self-doubt are incredibly common when engaging with executive and board-level leaders for the first time. Often, it’s the absence of executive presence that makes it more challenging.

“The more self-aware, comfortable and confident you are within yourself – when you’ve done some personal or professional development work and when you have a good [understanding of] how you add value – you’re more likely to have that grounded sense of confidence,” says Fiona Pearman, facilitator, coach, author and c0-founder of Quantum Impact Group, alongside Kate Boorer.

Executive presence means you’re less likely to get “hijacked by your nerves” when you find yourself in a situation where you need to demonstrate leadership and influence, she says.

Acquiring these skills takes time, but there are small things you can start doing today that will help you build these critical leadership behaviours over time. Pearman shares five key tips below.

1. Ask really good questions

People often underestimate the value in asking a really good question, says Pearman.

While she warns against over-preparing, Pearman suggests taking the time to understand the environment you’re entering – who’s in the room? How do they communicate? What are their end goals? – and then thinking about some of the questions you might ask to help move the group towards their end goal. 

This can be a great way to cement your presence as a considered, strategic and big-picture thinker. For example, if you’re with a team that is problem-solving, you might ask questions such as:

• What might we be missing here?
• Have we gathered sentiment from anyone who’s not in this room?
• If we asked someone to identify a flaw in our plan, what might they say?
• Are we able to clearly articulate the problem we’re trying to solve?

“The more we can resource ourselves to understand what the parameters are, the less likely we are to [experience] the derailers of executive presence, which are things like self-doubt, the nervous system going into fight, flight or freeze, or being worried that people are going to judge us if we say the wrong thing,” says Pearman.

2. Consider your communication style

As you’re working on developing your own communication style, Pearman suggests taking the time to notice how other executives hold themselves.

“Notice what they’re doing, but also what they’re not doing,” she says.

For example, they might avoid being the first to speak in a meeting, or perhaps they’re restrained when it comes to offering a solution to a problem and instead ask the right questions to help people get there on their own.

The way you communicate matters too, says Pearman.

“If you notice people with executive presence, one of the things you often hear is less is more.

“They don’t pad and they don’t fill. They’re actually pretty comfortable with silence. They’re not trying to people-please, and the absence of that gives them that gravitas and executive presence.”

That doesn’t mean you shouldn’t do the preparation work that you’re naturally inclined to do, you just don’t need to explain everything, she says. Let your confidence speak for itself and be prepared and available to go deeper should the situation call for it.

Read HRM’s article on how to make your communication more impactful.

3. Don’t feel you need to be the subject matter expert

Many people have an internal bias telling them they’ll look weak or incompetent if they have to ask questions or admit to not knowing something, says Pearman.

“What happens in our early career and leadership journey is that we often rely on our subject matter expertise. We rely on working really hard and knowing our stuff. Particularly for women, we keep thinking that another course or another degree will be the fastest track to executive presence, and yet it never is.”

This isn’t on the individuals, she adds. It’s the result of systemic, social pressures that often hold people back, especially women.

“We keep thinking that another course or another degree will be the fastest track to executive presence, and yet it never is.” – Fiona Pearman

But these challenges occur for all genders, she adds. Pearman has done a lot of coaching work with MBA students through Macquarie Business School and says it’s “phenomenal” how far-reaching these confidence issues are.

“These are all talented, high-potential leaders, and they were hoping their degree would be the ticket to the next stage, yet there was this whole piece around the way they were showing up with their executive presence that, for many of them, was undermining their ability to communicate, engage and inspire people.”

When Pearman works with clients, she has to do a lot of “course correction” to overcome this expertise-versus-presence challenge.

“It’s about getting people back in touch with that inquisitive, curious part of themselves. Being able to ask for help from a place of personal power is very different from tentatively asking questions nervously.”

A great example of this in action is seen in an article HRM published last week. Clare Murphy FCPHR, Executive Director Organisational Enablement at EACH, wrote about how she recently took on responsibility for the finance, IT infrastructure, quality and risk units in her organisation, as well as maintaining her former HR responsibilities.

Murphy noted that she wasn’t a subject matter expert, especially with IT, but she was able to utilise her well-honed HR leadership skills to her advantage.

“Not having an IT background can have its benefits, as I had to ask a lot of questions to understand what was needed, and that enabled a roadmap and communications strategy that has been translated into language everyone can understand and relate to,” she said.

“The most critical skills are the ability to listen, bring together different people and perspectives to work collaboratively together. My general approach is to put out what is proposed and ask people to tell me what’s wrong with it or what’s missing. If you listen to their responses, you can make better decisions.”

4. Have a meeting before the meeting

Executive presence can flow from appropriate consideration prior to an important meeting.

Say you’re presenting to the board and know they’re interested in seeing progress around your employee retention strategies, for example, but perhaps you’ve seen an increase in turnover or what you proposed last time isn’t quite working.

This might feel like a challenging thing to present back to the board, but, as AHRI’s National President and Chair Michael Rosmarin FCPHR said in a previous HRM article, the board is there to help you.

“It’s often a good idea to seek out the Chair and speak to them before the meeting and say, ‘I’ve got something challenging that I’d like us to discuss in the meeting.’ These meetings aren’t about just presenting your work for approval; they’re about getting input and feedback and often working through challenges together,” he said.

Pearman agrees that a “meeting before a meeting” can be a smart way to not only allay any personal nerves, but also get senior stakeholders on side, as you can learn about their priorities and communication styles and tailor your response to them.

“Learn who will be in the room and the dynamics that might be at play,” she says. “What sort of questions might you be asked?”

Read HRM’s guide to developing social capital in the workplace.

5. Develop commercial business acumen

There’s an expectation on leaders that they’ll be able to engage in a robust commercial discussion, says Pearman.

“If you have shied away from understanding a P&L or balance sheet, spreadsheets or financials, that is an area to expand your knowledge on, because even mid-level leadership roles are expected to have a good understanding of the financial implications of choices and decisions.”

This means even when you’re viewing a citation through a people lens, you’re talking about costs, she says.

“When we speak [executives’] language, when we speak into their budgets, into their constraints, into the challenges they have, then we’re solving a problem together. It’s not like HR are coming with their own view of the world. You’re coming into their world and figuring out how you can support them to be more effective in achieving their commercial goals.”

Want to learn more about effective leadership and management? Sign up for AHRI’s short course to understand your leadership style and learn how to create key performance indicators.

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