Chris Andrew
Head of Caburn Hope
Organisations with effective change and communication programmes are 3.5 times more likely to outperform their competitors. Put this statistic against the backdrop of 2020’s destabilising effect on individuals and the global economy and it has never been more important to maintain employee morale, engagement and performance.
In this complete guide to communicating change in organisations, we’ll explore how you can future proof your business against dipping performance when managing change in difficult times. We’ll discuss how to communicate different types of change effectively, how to ensure employees stay motivated in the face of destabilising news and even how to establish a positive ‘change ready’ company culture.
Harmonisation is the act of fusing company systems and procedures during a merger or acquisition process. A complex and sensitive aspect of change management, harmonisation is vital to ensure smooth transition across every element of both businesses involved.
M&As have a significant impact on the working lives of their teams. Everything is changing for both sets of employees, people might feel threatened or anxious about outcomes and stress levels can rise.
We often find the emotional impact of an M&A is a secondary consideration when implementing new HR and organisational processes. But it is easy for a workforce to become disenfranchised in the absence of an effective internal communications strategy.
That’s why it is best practice for companies to continuously communicate prior, during and post any merger to establish context, manage expectations and gently and sensitively blend the two businesses:
The vast majority of M&As take place to ensure a positive outcome for both businesses. This is often lost on employees who are at the coalface of role titles changing, benefit systems evolving and team structures shifting.
Putting the M&A in context and communicating an inspiring and positive vision for the future is vital. Accept and be honest about the scale of change occurring, but focus on the bigger picture perspective and reasons for the changes.
Different employee groups will have concerns about different aspects of the organisational changes.
Take time to segment your audience and target relevant communications to the right audiences, in the right way. Personalisation answers every employee's question- what's in it for me? what will I be expected to do? This needs to be as personal and relevant as possible, not generic.
The format of your communication is engaging and inspiring too. Different people will respond to different types of content: video content, downloadable PDFs, notice board posters, personal emails from line managers, group presentations, packs to take home information, worksheets on the trays in a canteen, etc.
In the same way that the message is relevant to each audience, the way messages are delivered is to be considered too.
Feedback channels for employees to be open and transparent.
In a 2019 blog by Jana Mercereau of REBA (The Rewards & Benefits Association), on top of a tailored approach to communication there should also be a channel for feedback and dialogue, allowing and encouraging employees to have conversations, ask questions and feel involved in the process. Enabling employees to be an intrinsic part of transformational change will empower and motivate them.
Take time to evaluate employees’ feedback, gauge what the dominant reaction has been, evolve your internal communications strategy accordingly, follow up and continue.
M&As can fail without effective harmonisation, and internal communication plays a vital role in the process.
Read more: How To Ensure Successful Harmonisation During Times Of Change
As businesses have scrambled to roll out solutions to answer the demands of 2020’s global pandemic, organisational transformation is happening quicker and under more challenging circumstances than ever before.
True business transformation doesn’t happen in silos. It alters the very DNA of a business or organisation, cascading through every system and process, including:
Effectively communicating ongoing changes to business operations, priorities, and policies requires sensitivity, honesty, clarity and positivity to be demonstrated from the top down.
Any change to a status quo can be scary, daunting and uncomfortable. When the workplace changes it can be stressful and lead to disengagement.
The starting point of any effective transformation comms plan is to be mindful of the target audience: your employees. Focus on how you can excite, inspire and motivate them to embrace transformation.
Addressing employees directly with contextual, accurate, detailed, positive and inspiring communication around the changes will reduce the likelihood of resistance before it blocks progress.
Encouraging people to talk to their line manager or leadership team about any concerns also fosters a culture of openness and support. Invite employees to put forward ideas to make changes easier and reward and acknowledge those who proactively support and help make change happen.
As well as appointed leaders such as Board Members, Line Managers, or Heads of Department, it’s also important to enrol your company’s natural leaders at every level.
Cultural leaders within a business are not necessarily those in hierarchical positions of power. And for change to be communicated effectively, support is needed from within every area of the business, from your most influential people.
The four cornerstones of effective communication during transformation are:
Clearly identify and articulate what changes are happening, when and what their impact on individuals will be.
If it isn’t, the necessity of the transformation cannot be communicated effectively and you risk employee resistance. Inspiring your team to work together through the change and exciting them about the opportunities at the other side is vital to keep teams motivated, performing, and moving forward.
Don’t take broad brushstrokes – each area, department, team and sub-group in the organisation will be impacted differently. Ensure they get tailored information and messaging, which also focuses on the bigger picture.
Be open, honest and approachable throughout the transformation process. Lead from the front, with an aligned leadership team speaking with a common voice. Lack of cohesion in messages leads to mistrust, so ensure everyone is sharing the same message,
Read more: How To Implement An Effective Transformation Comms Strategy In Your Company
Success isn’t assured by communicating transactional, operational or technical detail. The bigger picture needs to be communicated effectively in a way that’s accessible and relatable:
To put together and roll out an effective communication plan, you must first interrogate the business objective behind the change. The ‘why’ behind the change needs to be fully understood by the team leading the comms strategy.
Next, conduct a gap analysis of your existing internal communications and relationship with your employees, comparing this with where you want to be at the end of the change process.
After this is complete, explore your data and analytics to understand the mood of the business. This should focus on employee behaviour, retention and performance to support your understanding of what needs to be done to communicate the coming changes effectively.
An effective communication strategy delivers the wholehearted participation of employees before, during and after, change. This ultimately drives business performance.
Improved business performance, in turn, generates wealth. But not just financial wealth. Turnover and profit are, of course, the priority for any business. However, a healthy bottom line supports employees being able to live the lives they want to – in this way, the improved performance of the business translates into mental and emotional wealth for everyone.
Read more about The Importance Of Effective Communication In Change Management
There are five key areas of organisational change. Each of which require tailored and targeted internal communication strategies for change to be communicated effectively:
Ways to ensure cultural change is communicated effectively include:
Although the pace of cultural change may be slow, the dynamic shouldn’t be. Your communication objective here is to inspire, excite and reassure employees that they belong.
Like cultural change, behavioural change often happens slowly, and full employee engagement and buy-in can take several months. When communicating behavioural change, some top tips are;
Transformational and strategic changes happen when a business has renewed ‘purpose’. Dynamic, exciting, time-bound and full of actions for all involved, effective communication around this type of change transmit a similar energy.
Operational change is generally concerned with the ‘how’. These changes are more granular than our first three, pertaining to functional changes, a sales process, implementation of new departments, etc.
Therefore, when approaching an operational change communication strategy, the channels and tools by which these changes are being communicated are often as important to get right as the messages.
We have some best practice tips you can follow to ensure the most successful outcome…
The final type of business change we are exploring here, technological change, is somewhat different from the others.
Technological change rarely happens in a vacuum, as these changes happen to support the other business evolutions.
Realistic, positive and motivating, overriding messages around new technological implementations are that they are going to make things better, easier, faster or more efficient. Here are some best practice guidelines:
Any form of change is hugely affecting for employees across a business. By tailoring your approach, with consideration for the emotional and practical impact on your employees, you’ll set yourself up for success in driving change that sticks.
Read more about The Best Way To Communicate Change
Nothing has the potential power to unsettle and demotivate employees more than changes in their pay structures. Clear, sensitive, brave and honest communication around this type of operational change is crucial.
As always, when it comes to any type of internal communication, the key to effectively and successfully communicating a controversial or new pay structure is to consider and address the needs of each individual. We have five key points we recommend using as a guide:
Maintaining team morale and engagement is tantamount to success.
Read more: How Do I Introduce A Controversial Pay Structure & Maintain Motivation?
Introducing new organisational processes – and ensuring these changes stick –depends on how well you manage and speak to the experience of your employees during these changes.
Driving successful change in your organisation isn’t just about getting the comms strategy around a new pay structure or the introduction of new technologies right.
Excellent internal communications that disseminates honest, relevant messages of positivity and understanding around change can move a business from ‘coping with change well’ to being ‘change ready’.
Communicating changes in a way that inspires and encourages employees to ‘own’ change is a two-stage process.
Start by being honest about the fact that things are going to be different. Following this up with positivity and reassurance about why changes are happening and being open, visionary and confident will inspire your teams. If your leaders don’t trust, believe and understand why change is happening, how can you expect your employees to?
Be detailed, as granular as you can, and open up two-way channels for feedback to empower employees to feel involved. Encourage and reward employees to ‘own’ changes and be accountable for them.
If employees know you care about their role in the context of company-wide changes, and can see you are addressing their emotional needs as well as operational instruction, they will be far more inclined to embrace and own any changes as they come into operation..
Empowering employees to welcome and own changes through effective internal comms leads to positive and performance-enhancing experiences, as well as embedding being ‘change ready’ into your business DNA.
Read more: How Do I Drive Change That Sticks In My Organisation?
It’s never been more important to empower employees to embrace change. Treating your people with understanding, respect and honesty is the first step to ensuring a future proofed, ‘change ready’ business. If 2020 and 2021 taught us anything, it’s how vital that is.
How well you can guide employees through change with effective, positive, motivating and inspiring communications is the difference between a surviving business and a thriving one.
Looking for support with change communication? That’s what we’re here for.
Get in touch with us and let’s have a conversation.
Chris Andrew
Head of Caburn Hope