“Empathy is the new currency of leadership. People will follow leaders who make them feel seen.” – Ellyn Shook, recently retired CHRO at Accenture
A 2021 study from Catalyst found that 61% and 76% of employees believe empathetic leadership makes them more creative and engaged respectively. That’s not fluff—that’s the future of leadership.
I had the unique opportunity to work under three different credit union presidents. Most presidents hold their seats for years, if not decades, so seeing three in quick succession gave me a front-row view of what works—and what fails.
The first was a former military leader, bringing a command-and-control style that was the norm in the late 1900s. Orders flowed top-down, with little space for input. The interim and eventual successor, however, flipped the script. They were both collaborative, people-first, and willing to listen. Instead of leading from the lofty top floor, they both walked around and worked in branches, departmental meetings, and attended random morning stand-ups.
The credit union’s growth skyrocketed under the new leadership. Innovation was encouraged, not stifled. Departments grew, branches were built, new members welcomed. The credit union became a model for others as we dominated the local financial scene and began to expand beyond the immediate area. At industry conferences people would pepper me and my colleagues with questions.
And yet, decades later, I still see credit unions clinging to that old guard. Where polish is rewarded more than presence. Where leaders mistake task lists for vision. Where the C-suite is too busy issuing commands to ask a single question.
Those credit unions? They’re the ones shrinking. They struggle to attract members, talent, or trust. Gallup research backs this up: managers account for 70% of the variance in team engagement, and we all know engagement is what keeps both employees and members loyal.
So what’s the alternative? It’s not louder speeches, slicker decks, or another empty rally cry. It’s listening.
Listening isn’t just “nice.” It’s powerful.
Harvard Business Review found that employees who feel heard are more likely to feel empowered to do their best work. Listening builds trust, trust unlocks innovation, and innovation fuels growth.
This isn’t foreign to credit unions, it’s our DNA. The very first credit unions were founded by people listening to their communities. Workers noticed their peers struggling, pooled resources, and created financial solutions together. Listening created a movement.
The question is: are today’s leaders willing to carry that legacy forward?
Because listening is harder than it looks. Too often we’re nodding while scrolling emails, or mentally drafting our own response instead of truly hearing. Some leaders even turn active listening into another performance—head-nods and verbal cues—without ever creating real connection.
But real listening is simpler than that:
- Listen to understand. Quiet the mental chatter and focus fully.
- Thank them for their input. Acknowledge the courage it takes to speak up.
- Reflect back. Repeat what you heard in your own words.
- Clarify. Invite confirmation or correction.
- Add insight. Only after they feel seen do you share your perspective.
The leaders who practice this aren’t just better bosses. They’re shaping culture. They’re proving that trust is earned in quiet moments, not loud performances. They’re showing younger leaders what real presence looks like.
And that’s what the future of credit unions depends on. Not polish. Not perfection. But leaders who listen.
That’s why I help credit union leaders practice presence-first communication. Because when you turn listening into a leadership habit, you don’t just connect better—you lead better.
If you’re ready to move your team from nodding heads to true buy-in, I’d love to explore what that could look like for you. Let’s start the conversation at jbcommunicationsgroup.com.
