Every year, in the spring, we produce the State of Community Management report and we typically collect the data for that report in the early part of each year. This year followed that pattern so we were done collecting data before the COVID crisis hit. We knew we needed to understand how the COVID crisis was impacting community teams in order to interpret and analyze this year’s data.
Last week, we gathered information from 199 community professionals and ask them what impact the crisis had on their plans, hiring, and how they were feeling personally. We then segmented that by members of TheCR Network and all others. What we found was interesting.
Accelerating and Stalling in Equal Parts
For community teams generally, the COVID crisis is having an accelerating impact on 37% of community teams and a stalling impact on 38% with the remaining expecting no change. This, on its own, was interesting because depending on what part of the market you are in, you may be left with a biased impression, one way or the other. It begs the question of which programs are seeing growth and which are stalling but that was beyond the scope of this quick survey. We will explore this question more with data gathered for the State of Community Management Report, due out in May.
Anecdotally, we have heard about both layoffs and about new urgency to accelerate community plans. For both groups, we’ve highlighted a portfolio of the talent currently available for contract and permanent community roles, hoping to shine a light on some of the expertise available.
Changes in Staffing Reflect Changes in Plans
Not surprisingly programs seeing changes to plans are also making changes to staffing. About 50% of community professionals anticipate no changes to staffing and absorbing any changes to plans with current staff. 8% have already laid off staff but those with stalled plans are more likely to be putting hiring on hold. &% of community teams have already hired contract or full-time staff and another 7% expect to do so.
This instability is creating anxiety for community professionals, who in spite of many who expect no change to staffing, are anxious. A smaller percentage is feeling empowered and energized by the new demands and opportunities for communities in the crisis.
Members of TheCR Network Are Seeing More Acceleration
For members of TheCR Network, the data shows a different picture. 56% of members are seeing plans accelerate – 21% of them significantly. While staffing is not necessarily reflecting that acceleration and they too are having new hires put on hold, fewer are experiencing or anticipating layoffs. Like many organizations operating in uncertainly, their current expected hiring is for contract roles.
These results are striking and expected. Members of TheCR Network are typically community leaders with program responsibilities, support, and budget latitude, and those programs tend to be more strategically positioned and more integrated into the work of their organizations. It is not surprising that their communities are seen as a resource to address the crisis instead of a cost center that organizations under stress cannot afford to keep.
TheCR Network Members Are Empowered
What was surprising to me, it the striking differences in how members of TheCR Network felt amidst this crisis. A vast majority of them are able to move forward proactively and without anxiety. 46% of them are feeling empowered or energized by the opportunities they see to address this crisis.
This positive emotion has some critical implications for leaders, the first of which is that it allows them to see opportunities, pursue information, and make decisions. The other important implication is that they can help bring calm to their teams and stakeholders, helping them navigate the crisis in ways that are open, inquisitive, and supportive of those around them. This ability to promote calm can dramatically improve the ability of the community to impact their organizations in positive ways.
One of the things that always impresses me about members of TheCR Network is their resiliency and optimism. Leading community programs is complex, challenging, and requires a marathon mentality. In spite of that, they are focused on the myriad of small wins, the ability to make headway in addressing complex problems, the satisfaction of helping others, and the ability to see opportunity in challenge. Seeing what I have always felt in data, was inspiring. It is what the best communities help reinforce in their members. I hope TheCR Network had a small part in that.
