Veronica Hope-Hailey, professor of strategy and HRM, and head of Strategic and International Management group, University of Bath, says that to have effective communication with your employees and deliver strategic change you must touch people in their everyday lives so they can believe you're serious about it.
Hope-Hailey, number 11 on HR magazine's list of Most Influential UK Thinkers 2012, was speaking to the Harvard Business Review on communicating change, leadership in context and the importance of persevering.
The full video is available to watch on HR magazine's own TV channel HRTV
