Authentic CommunicationgettyImagine opening your email and finding a subject line that reads, Youve been fired.Its the kind of email no employee ever wants to seepunishment, 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 companys callous approach. But heres the twist: the email wasnt 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 wasnt just the contentit 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 toolsmass emails, scripted memos, and formal announcementsno longer resonate the way they once did.While best practices are rooted in what worked in the past, next practices focus on whats needed for the future. In an increasingly digital, distributed, and asynchronous world, authentic communication is the ultimate next practice. Whether its 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 peoplenot faceless corporate personas.MORE FOR YOUAuthenticity Isnt Optional AnymoreAuthentic communication is about more than delivering a messageits about creating a sense of connection. When leaders and professionals communicate authentically, they bridge the gap between themselves and their audience. People dont just hear or read what you say; they trust you because they see who you are.As Catherine Fisher, LinkedIns 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 dont need perfection. Its about showing up as yourself. Its the authenticity of videostumbling over a word, pausing to thinkthat helps people feel connected.The Case for Ditching the ScriptThe numbers make the case clear. Data shows that short-form video content drives deeper engagement, with viewers retaining 95% of a videos 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 Laurens 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 isnt the medium itselfits 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 its 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 EveryoneAuthentic communication isnt just for CEOs or senior leadersits 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 Ill post polished videos, and sometimes Ill share something spontaneousa quick thought or response to a question I received. What Ive found is that the most unfiltered content often sparks the most engagement. Its not about being perfect; its 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 storythese 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 ConnectionOf course, embracing authentic communication isnt always easy. For many, the thought of putting yourself out therewhether on video, in writing, or through live interactioncan feel intimidating. Its easy to overthink what to say, how youll look, or whether the content will resonate.But perfection isnt the goalconnection is. As Fisher advises, Start small. Think about whats valuable to your audience and let that guide you. People arent looking for perfecttheyre looking for something meaningful, something they can learn from or relate to.This applies whether youre 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 todays workplace, authentic communication isnt optionalits essential. Its how we build trust, foster relationships, and create connection, whether were 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 formswhether 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 isnt just powerfulits the way forward.