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How can data improve communication during organizational change?

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Communication is vital for any organization, especially during times of change. Whether it's a merger, a restructure, or a new strategy, change can create uncertainty, anxiety, and resistance among employees. How can you ensure that your communication is effective, relevant, and engaging during change? One way is to use data to inform, measure, and improve your communication strategy. Here are some tips on how to do that.

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Cai Kjaer

CEO @ SWOOP Analytics | Measuring internal communication and collaboration

1 Define your communication goals

Before you start communicating, you need to have a clear idea of what you want to achieve with your communication. What are the objectives of the change initiative? How do you want your employees to feel, think, and act as a result of your communication? How will you know if your communication is successful? By defining your communication goals, you can align your messages, channels, and tactics with your desired outcomes.

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Bernie Murtagh

Award Winning Microsoft 365 Viva Engage (Yammer) Adoption & Training Consultant - Helping Organisations To Leverage The Power of Viva Engage To Foster Community, Open Communication, Knowledge Sharing and Innovation.
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Data-driven communication ensures that messages are relevant, timely, and aligned with employees' interests and concerns. By sharing data on the rationale behind the change, its expected benefits, and the role of employees in the process, leaders can foster a sense of involvement and ownership among employees. This works!

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2 Collect and analyze data

Data can help you understand your audience, their needs, preferences, and feedback. You can use various sources of data, such as surveys, interviews, focus groups, intranet analytics, email metrics, social media engagement, and sentiment analysis. You can also use data to segment your audience and tailor your communication accordingly. For example, you can identify the influencers, the early adopters, the skeptics, and the resistors among your employees and communicate with them differently.

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Shauna Elkin

Director @ Pfizer | Corporate Communications | Executive Communications | Employee Engagement | Change Management | Internal Communications | Data-Driven Strategist
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In addition to collecting data on engagement, that data must be put into context. Organizational changes are uncomfortable at best and frightening at worst for employees. Let the data guide you, but don't forget to humanize your communications. Address the needs of your stakeholders' concerns and if you don't have the information they want to hear tell them, and try to give timelines for when it will be communicated.

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3 Use data to tell stories

Data alone is not enough to persuade or inspire your employees. You need to use data to tell stories that connect with their emotions, values, and motivations. Stories can help you explain the rationale, benefits, and impact of the change, as well as showcase the successes, challenges, and best practices of the change process. You can use data visualization, infographics, videos, podcasts, or case studies to make your stories more compelling and memorable.

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4 Test and optimize your communication

Data can also help you test and optimize your communication before and after you launch it. You can use A/B testing, pilot testing, or user testing to compare different versions of your communication and see which one performs better. You can also use data to monitor and evaluate your communication after you launch it and see how it affects your communication goals. You can use metrics such as reach, engagement, satisfaction, awareness, understanding, support, and behavior change. You can also use data to identify gaps, issues, or opportunities for improvement and adjust your communication accordingly.

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5 Share and celebrate data

Finally, data can help you share and celebrate the results of your communication and the change initiative. You can use data to demonstrate the value and impact of your communication and the change on your organization's performance, culture, and reputation. You can also use data to recognize and reward the contributions and achievements of your employees and stakeholders. You can use dashboards, newsletters, events, or awards to share and celebrate data.

Data can be a powerful tool for communication during organizational change. By using data to inform, measure, and improve your communication strategy, you can increase your communication effectiveness, relevance, and engagement during change.

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6 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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Cai Kjaer

CEO @ SWOOP Analytics | Measuring internal communication and collaboration
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It is essential in organizational change communications to establish two-way conversations to augment broadcasting channels (emails, newsletters, digital signage etc). Otherwise, you'll never know how your comms are received. For many communicators, the job is 'done' when the communication has been sent, but in organizational change communication, it is exactly at this point the real work begins. Make aggressive use of a mix of asynchronous platforms like Microsoft Viva Engage or Meta Workplace, and synchronous platforms like Microsoft Teams live events, to start conversations. Prompt people with questions such as "What issues are you encountering?" and then engage with people authentically and truthfully.

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How can data improve communication during organizational change?

1

2

3

4

5

6

1 Define your communication goals

2 Collect and analyze data

3 Use data to tell stories

4 Test and optimize your communication

5 Share and celebrate data

6 Here’s what else to consider

Internal Communications

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How can data improve communication during organizational change?

1

2

3

4

5

6

1 Define your communication goals

2 Collect and analyze data

3 Use data to tell stories

4 Test and optimize your communication

5 Share and celebrate data

6 Here’s what else to consider

Internal Communications

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