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How do you engage stakeholders during change initiatives?

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Change initiatives can be challenging, stressful, and disruptive for any organization. But they can also be opportunities for improvement, innovation, and growth. To make the most of these opportunities, you need to engage your stakeholders effectively throughout the change process. Stakeholders are the people who are affected by, involved in, or have an interest in the change. They can include employees, customers, suppliers, partners, regulators, and shareholders. Engaging them means communicating, listening, collaborating, and addressing their needs, concerns, and expectations. In this article, we will share some tips on how to engage stakeholders during change initiatives.

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1 Identify your stakeholders

The first step is to identify who your stakeholders are and what their roles, interests, and influence are in the change. You can use tools such as stakeholder maps, matrices, or analysis to categorize and prioritize them. For example, you can group them according to their level of power and interest in the change, or their level of support and resistance to the change. This will help you tailor your engagement strategies and messages to each stakeholder group.

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Shahid Iqbal CBAP? CSPO? CSM?

Certified Business Analyst | Product & Process Owner | 2x LinkedIn Top Voice in Business Analysis & Product Management | Expert in Requirement Analysis & Change Mgmt. | Driving Digital Transformation with 85%+ Adoption
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Start by identifying and prioritizing key stakeholders, understanding their needs and expectations, and tailoring communication strategies accordingly. Establish clear channels of communication, ensuring regular updates and opportunities for feedback. Actively involve stakeholders in planning and decision-making processes, fostering a sense of ownership and shared responsibility. Address concerns promptly and empathetically, building trust and cooperation. By following these steps, you can effectively engage stakeholders, increase buy-in, and enhance the likelihood of change success.

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Samir Al-Wahid

Learning Professional | Training & Development Expert | People-Centred and Human-Focused
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It's important to identify and delineate between stakeholders and key stakeholders. It's the key stakeholders that have the power to push the change project to success, or veto everything and anything. With that in mind, it is easy to create a plan on how to approach the various stakeholders and set the change project up for success.

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Luis Arroyo

Corporate and Project management services
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Change is the commonest trait in every organisation. Planning by scenarios enables the Consultant and the Company to visualise future scenarios and developing a wide range of contingency options include stakeholders engagement. A good leader provides a Vision with specific outcomes which then provides opportunities for Stakeholders Engagement Professionals with a broader range of strategies to: 1._Tailor the stakeholders engagement process to the Company's outcomes. 2._Prioritise and build a portfolio of key stakeholders. 3_.Set channels and tools for engagement. 4._Collect and report data whilst documenting associated SIMP processes.

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Louise K.

Operating control and transformation | Helping organisations reduce risk and increase efficiency
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Categorize stakeholders according to whether they are beneficiaries/ users of the change, vs those who are impacted detrimentally by the change.

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2 Define your engagement objectives

The next step is to define what you want to achieve by engaging your stakeholders. What are your goals, expectations, and desired outcomes? How do you want them to feel, think, and act in relation to the change? How will you measure and evaluate your engagement success? You can use tools such as SMART (Specific, Measurable, Achievable, Relevant, and Time-bound) objectives, key performance indicators (KPIs), or feedback mechanisms to clarify and track your engagement objectives.

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Ruth Tank

Director @ Epion Consulting | Business Change Consulting | Sustainability | Strategy & Innovation | The Boardroom Founding Member
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In my view this article has a flawed order. It starts with defining the engagement objectives then choosing an engagement method. It missed out the discovery element which should always be the starting point for any change project. This exercise seeks to understand the starting point - where are people currently, what's the organisational culture, what are values, attitudes, norms. THEN you consider how these factors will impact the change strategy (not the other way around). Too often, we assume the change is a good thing and we have to 'manage' resistance. In my view, you have to meet people where they are, truly listen with empathy and only THEN consider how you will build the project around those factors to get the best results.

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3 Choose your engagement methods

The third step is to choose the best methods and channels to engage your stakeholders. You can use a variety of methods, such as surveys, interviews, focus groups, workshops, webinars, newsletters, blogs, social media, or town hall meetings. The choice of methods depends on factors such as the size, diversity, and location of your stakeholder groups, the type and complexity of the change, the resources and budget available, and the level of interaction and participation required. You can use tools such as stakeholder engagement plans, calendars, or platforms to plan and execute your engagement methods.

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4 Communicate clearly and consistently

The fourth step is to communicate clearly and consistently with your stakeholders throughout the change process. You need to inform them about the vision, purpose, benefits, and impacts of the change, as well as the progress, challenges, and risks involved. You also need to listen to their feedback, questions, and suggestions, and respond to them promptly and respectfully. You need to use simple, concise, and positive language, and avoid jargon, ambiguity, and misinformation. You can use tools such as communication plans, templates, or guidelines to ensure your communication is effective and aligned.

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Jacqueline Moore-Moroney
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While it's important to make sure your key messages are simple, concise, use positive language and avoid jargon, they must also be applied flexibly all forms of traditional and digital communication. Engagement will improve if communication is tailored for your different stakeholders.

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5 Collaborate and co-create

The fifth step is to collaborate and co-create with your stakeholders whenever possible. This means involving them in the design, implementation, and evaluation of the change, and giving them a sense of ownership and empowerment. This can increase their engagement, commitment, and satisfaction, as well as generate new ideas, insights, and solutions. You can use tools such as brainstorming sessions, prototyping workshops, pilot testing, or feedback loops to facilitate collaboration and co-creation.

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6 Address resistance and conflict

The final step is to address any resistance and conflict that may arise from your stakeholders during the change process. Resistance and conflict are natural and inevitable reactions to change, and they can stem from various sources, such as fear, uncertainty, loss, mistrust, or misunderstanding. You need to acknowledge and respect them, and try to understand their root causes and perspectives. You also need to address them constructively and proactively, by providing support, reassurance, education, or incentives. You can use tools such as resistance management plans, conflict resolution techniques, or change champions to deal with resistance and conflict.

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James Roper

I help high-potential humans in transition flourish faster and achieve authentic transformation | Community Builder @ Human Transformation Movement? | Transformation Coach @ Modernized?
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Early involvement of stakeholders is crucial to the success of any change initiative. Addressing conflicts behind the scenes, before announcing the change, can prevent issues from escalating. While it may not be possible to satisfy everyone's preferences and perspectives, providing a reasonable explanation for taking a different approach can help gain buy-in from stakeholders. Hearing and incorporating estakeholder's feedback will make them feel valued and more invested in executing the strategy because they were part of developing it. Overall, involving stakeholders early and addressing conflicts proactively can lead to more successful change initiatives and a smoother implementation process.

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Jacqueline Moore-Moroney
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I agree that the early involvement of stakeholders is important to address conflict and resistance early on. And there is a higher chance of implementing sustainable change if you have a dedicated engagement manager or change manager who can align and engage with the stakeholders for the entirety of the project.

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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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Louise K.

Operating control and transformation | Helping organisations reduce risk and increase efficiency
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Define what the ‘best case scenario outcome’ looks like for you and the primary beneficiaries of the change and then on a sliding scale define what the alternative outcomes are. When conflicts arise, this can be used to make trade offs and compromises with impacted stakeholders.

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How do you engage stakeholders during change initiatives?

1

2

3

4

5

6

7

1 Identify your stakeholders

2 Define your engagement objectives

3 Choose your engagement methods

4 Communicate clearly and consistently

5 Collaborate and co-create

6 Address resistance and conflict

7 Here’s what else to consider

HR Consulting

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How do you engage stakeholders during change initiatives?

1

2

3

4

5

6

7

1 Identify your stakeholders

2 Define your engagement objectives

3 Choose your engagement methods

4 Communicate clearly and consistently

5 Collaborate and co-create

6 Address resistance and conflict

7 Here’s what else to consider

HR Consulting

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