7 steps for effective change management communications
Change is a vital and common part of any evolving organisation. As such, change management communications consume a big chunk of an internal communication team’s time – whether that is communicating an acquisition, the implementation of new software or procedures, a new brand identify or simply a change in personnel.
Whatever the change, and no matter how positive that change, some of your employees will feel unnerved by the change while others will feel excited. Every change management project is complex for an internal communicator because of the strong emotions employees will feel.
We also have to deal with the fact that a significant number of change projects fail, or at least encounter serious problems. The statement that “70% of change projects fail” is well known in the corporate world and while some argue for this stat and some argue against, what is clear is that any change management project is very likely to experience a bumpy journey, particularly if it is a large project.
But what can internal communications do to make this journey smoother?
The role of internal communications during an organisational change
Thankfully you don’t need to manage the change project which means you won’t be worrying about the ROI or how to resource the project. But you will need to provide timely and relevant information to those who need it throughout the change project. You are basically the mechanism for momentum: you stick together everything everyone is doing and bring other employees aboard for the journey!
The point of bringing employees onboard is a particularly important one. There is a saying that “you will only transform when you have changed how people behave” and this is particularly pertinent for change communications. No matter how successful the acquisition of a new company is, or the implementation of new software, the project can only be counted as a success if your employees embrace the new way of working and continue to align with your goals and values. Without this vital step, the success of the project will always be restricted.
So, what can you do to make an organisations change project as successful as possible?
The 7 essential steps to an effective change management plan
1. Segment your audiences effectively
To ensure effective communication during change, segment your audience wisely. Consider employees adjusting to change, change facilitators, and leadership.
Your primary role is transparent updates, but don’t overlook the need for education. Leaders must grasp the significance of internal communications in change initiatives.
Identify varied communication needs across different audience groups. Tailor messages to address both change enthusiasts and skeptics.
Engage with your audience to understand their perspectives and needs thoroughly. Create audience personas to guide communication strategies effectively.
Understanding your audience enhances the relevance of your communications, making them more impactful.
2. Consider your culture
If you have a strong culture your task is far easier. Your employees will be invested in the change and that positivity will see most people through any challenging periods.
That said, depending on the scale and type of change, even the strongest of cultures can start to crack. This is something to keep a close eye on throughout the project. Scheduling regular employee pulse checks would be an effective way to monitor this.
Should culture be a concern for you it will be important to put a far greater emphasis on communications. Your employees are likely to need greater levels of communications to provide reassurance and keep them focused. Meanwhile your management should also play a heavier role in connecting with employees during the project to support and listen to them.
It will also be worth pointing out your cultural concerns to the leadership team to ensure they are aware of the potential issues. The more aware everyone is, the more can be done to help align everyone with the project and wider organisational goals.
3. Dig deep into the change project
This will also be an opportunity to get to know the individuals who will be responsive for rolling the project out. This will give you a good feel as to who is best placed to keep you updated throughout the project. The better this connection the more timely and accurate your communications.
4. Review past change management processes
If you are unsure of the effectiveness of previous change management communications projects, or if there is no evidence of any, speak to people. Inevitably, unless you are in a very young business, every organisation will have experienced change at some point and that change will have been communicated somehow. Speak to those involved in rolling out the project but also speak to people at the receiving end. While this process may not bring complete clarity over what you should do, it is likely to unearth some things that you shouldn’t do!
5. Establish your methods of communication
First start with the how. How will you communicate to each of your audiences? Will the same method work for everyone or do you need to consider different routes. For example, while email might be effective for office workers, if you have frontline or shop floor employees they need to receive their information in a different way such as through an internal communications app.
If you already have effective channels of communication in place great, but if you don’t, depending on the scale of the change project, it may be worth exploring other options. If the employees who need to know about the project don’t receive your internal communications, or receive a diluted or delayed message, distrust and a sense of uneasiness is likely to manifest.
It is also worth considering multiple channels of communication. What works for one employee may not work for the other and for particularly important messages during the project, multiple channel communication will help to emphasis its importance.
You also need to consider the format of communication you are going to use. Traditionally we communicate in written form but could some of your change communications be better as a video, image, infographic or face-to-face. While you don’t want to create unnecessary work for yourself, it is important to consider all of your audiences and identify the mediums that are likely to best resonate with each group.
6. Build your internal communication change management strategy
We would recommend you have a high-level timeline for quick reference to help others in your team, and wider organisation, understand what needs to happen when.
Throughout your communications as the duration of the project unravels, remember to regularly remind employees of the purpose of the change. As delays or problems occur and employees are inconvenienced by the work, it is easy to lose sight of the end goal. Regular reminders of how their working life will be improved once the change project is completed will always be valuable.
7. Measure and review your strategy
The final crucial step in change management communication is often neglected but vital for success.
After crafting your change communication plan, track its effectiveness to understand resonating messages.
Data allows for strategic adjustments and problem group identification, preventing engagement issues.
Utilise internal comms software for comprehensive insights or employ alternative measurement methods:
1. Monitor email open and click rates for communication effectiveness.
2. Conduct regular pulse checks to gauge overall engagement.
3. Implement eNPS surveys to measure employee engagement throughout the change.
4. Organize focus groups to gather employee opinions on communications and the project.
Measure as much as possible to enhance and ensure the success of your change communication plan.
Daniel Wright
Marketing Executive
Passionate in helping internal communicators reach and engage their organisation’s employees.
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