Facing a degree of uncertainty we haven’t seen before, many leaders feel paralyzed. Not having answers has left them not knowing what to say to their employees, who are fear-stricken – not only because of their concerns for health and safety related to the pandemic, but because of the lack of job security that many are facing. This is the time that communication is critical, not only to a leader’s credibility but also to the viability of the employer’s brand. Effective leader communication in times of crisis involves: 1) Embracing vulnerability 2) Acknowledging when your in reactive mode 3) Leveraging the strengths of the team in strategic planning and innovating 4) Recognizing crisis pressures may impact team behaviours, and 5) Assuring that you continue to explore all possible ways to stabilize the impact of the crisis on the business.