Can leaders motivate employees’ energy-efficient behavior with thoughtful communication?

We study the effect of an employer’s communication concerning energy-efficient behavior on a firm’s employees’ behavioral responses. The management aims to enhance energy-efficient behavior performance by irregularly sending online messages to remote employees. We break down each message, analyzing the positive or negative emotions conveyed, collective or individual orientation, and ease of language. Comparing employees’ daily energy efficiency after receiving a message to their daily performance without a previous message, we find that messages generally result in an immediate increase in efficiency. Messages conveying negative emotions and those making a distinction between the manager and the employees have a smaller effect than messages conveying positive emotions and emphasizing a collective orientation that includes both the management and employees. Additionally, shorter messages are more likely to induce improved efficiency. Sending messages significantly impacts driver performance for up to six days after the message, resulting in economically relevant cost reductions.