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Last updated on 2024年7月20日

Here's how you can drive culture change as an executive through effective communication.

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As an executive, you understand that the culture of your organization is the lifeblood that determines its health, productivity, and ultimately, its success. Driving culture change requires more than just setting new policies; it hinges on your ability to communicate effectively. To transform your company's culture, you need to wield communication as a strategic tool, fostering an environment where every message reinforces the desired cultural shifts. This article will guide you through the process of using communication to drive culture change within your organization.

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Carla Bernaola

CHRO | Transformación digital | Business Turnaround | Workforce Planning | Talento & Cultura | Relaciones Laborales |…

1 Listen First

Before you can lead a change in culture, you must understand the current one. Start by actively listening to your employees . This means engaging in conversations with the intent to truly comprehend their perspectives, concerns, and ideas. By doing so, you'll gain invaluable insights into the existing culture and how it's perceived across different levels of your organization. Listening paves the way for a more inclusive approach to change, where your communication is informed by the voices of those who make up the fabric of your company.

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Aref Hosseini

Communications and Culture Specialist at Zarrin Roya | Employer Branding | PX | Ph.D. Candidate in Linguistics
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Executives can spark cultural change by using communication to build a shared story. This means crafting a clear narrative about the desired culture and why it matters, while also inviting open dialogue to create a sense of ownership. Transparency is key: clearly explain new values and behaviors, and honestly address concerns. Reinforce the message through various channels and active listening. Finally, lead by example – embody the values and take symbolic actions that reflect the new culture. By weaving a compelling story and fostering two-way communication, executives can shepherd a successful cultural shift.

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2 Set Vision

Communicating a clear and compelling vision is crucial for culture change. Your vision should articulate the future you want to create, resonating with your employees' values and aspirations. It's important that this vision is more than just words; it must be a vivid picture that people can see themselves in. When you communicate this vision, do so with passion and clarity, ensuring that it serves as a guiding star for the cultural transformation you aim to achieve.

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3 Model Behavior

As an executive, you set the tone for your organization's culture. To drive change, you must model the behavior you want to see . This means aligning your actions with the new cultural values and principles you're advocating for. Your consistent behavior will serve as a powerful form of non-verbal communication, signaling to everyone that the change is genuine and that they are expected to follow suit. Remember, actions often speak louder than words.

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4 Engage Champions

Identify and engage cultural champions within your organization—those individuals who are respected by their peers and embody the values of the desired culture. Empower these champions to be your allies in communication, spreading enthusiasm and commitment to change throughout the ranks. Their advocacy will help reinforce your message and can lead to a ripple effect, influencing others to embrace the new culture.

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Carla Bernaola

CHRO | Transformación digital | Business Turnaround | Workforce Planning | Talento & Cultura | Relaciones Laborales | Merger & Acquisition
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Solo no lo puedes hacer. Es más fácil asegurar que tenemos una red que nos ayude a comunicar. Comunicar un cambio no es sencillo, tener nuestros embajadores lo hace más fácil. Además, al identificarlos los hacemos parte de ese cambio, lo que hace que sean más personas finalmente modelando los comportamientos esperados.

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5 Communicate Often

Change can be unsettling, so it's essential to communicate often and with transparency . Regular updates about the progress and challenges of the cultural shift will help maintain momentum and keep everyone aligned. Use various communication channels to ensure your message reaches everyone and to cater to different communication preferences. Frequent communication helps to build trust and keeps the cultural change at the forefront of everyone's mind.

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Carla Bernaola

CHRO | Transformación digital | Business Turnaround | Workforce Planning | Talento & Cultura | Relaciones Laborales | Merger & Acquisition
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Solo asegúrate de tener una comunicación clara, explicando las razones para el cambio, lo que implica ese cambio y lo que se espera de cada quien. Y sobre todo recuerda que mientras comuniques, debes hacerlo con claridad, entendiendo las preocupaciones de tu interlocutor, siendo empático con sus inquietudes, miedos e ideas.

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6 Reinforce Change

Finally, reinforce the desired culture change through recognition and rewards . Acknowledge individuals and teams who demonstrate the new values in their work. This positive reinforcement makes it clear that the change is not only expected but appreciated. Reinforcement through recognition also encourages others to adapt their behavior to align with the new culture, making the change more sustainable over time .

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Carla Bernaola

CHRO | Transformación digital | Business Turnaround | Workforce Planning | Talento & Cultura | Relaciones Laborales | Merger & Acquisition
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Hay dos pasos adicionales a tener en cuenta: (1) Compartir el propósito del cambio cultural; esto es fundamental para ayudar a la alineación. Dar una razón para el cambio en muchas ocasiones termina siendo el gran disparador para que el resto de la organización lo abrace. (2) Entender que no todos quieren ser parte del cambio. Es difícil. Muchas veces esto implica dejar ir a quienes queremos. Pero hay que entender que no todos quieren ser parte de esa nueva cultura, y eso está bien; obligarlos puede hacerlos finalmente nuestros detractores.

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Here's how you can drive culture change as an executive through effective communication.

1

2

3

4

5

6

7

1 Listen First

2 Set Vision

3 Model Behavior

4 Engage Champions

5 Communicate Often

6 Reinforce Change

7 Here’s what else to consider

Culture Change

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Here's how you can drive culture change as an executive through effective communication.

1

2

3

4

5

6

7

1 Listen First

2 Set Vision

3 Model Behavior

4 Engage Champions

5 Communicate Often

6 Reinforce Change

7 Here’s what else to consider

Culture Change

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