Continuous communication in change management

Whether you like it or not, change has become a constant in the lives of most of us. Especially on a professional level we’re in a constant turmoil. It might have to do with adapting to market shifts, embracing technological advancements, or responding to global events, we are constantly evolving nowadays. Can you still remember the ‘old days and ways’? It’s not that long ago that we were still only using a simple phone, radio or telex to get our message across.

In terms of communication, quite a lot has changed in the last 30-40 years. Not only on a technologic level, but also on a human level, things have changed quite dramatically. Where once we used to do everything top-down, its become more and more common do things in a cooperative style.

Especially when looking at impactful change processes or transformations, the way we communicate with each other often determines the success or failure of these transformations.

For starters, communication during a transformation isn't a one-time event; it's a continuous journey. It's the lifeline that connects leaders with employees, aligns visions with actions, and creates a much-desired culture of transparency and trust. In this article, I’ll go deeper into the significance of ongoing communication during change, the art of tailored storytelling, and the transformative power it holds in driving employee engagement and subsequently organisational success.

Navigating the winds of change

In the world of change management, the journey doesn't end with the announcement of a new initiative or the implementation of a strategic shift. It’s nothing like that. Instead, it's an ongoing process that requires constant nurturing and reinforcement. This process of continuous communication serves as the compass that guides employees through the complexities of change, providing clarity, transparency, direction, and reassurance along the way.

And what good would it do if this was all done via a top-down approach? Not much. We’ve seen multiple initiatives being tanked by employees before they even took off. Main reason? A leadership team that thought they could do it all by themselves, instead of onboarding the rest of the company in the process itself. Making them part of the change and the communication around it, instead of making them the subject of change.

Imagine embarking on a trip without a map, compass, or clear goal. As such an uncertain journey would be filled with multiple unexpected challenges, the uncertainty would be quite daunting for most of us. Similarly, in the absence of clear and consistent communication plan, employees may feel disoriented or anxious, and start to develop a resistant to the upcoming change. By collaborating with employees and maintaining open channels of communication, leaders can mitigate uncertainty, address concerns, and keep employees informed and engaged throughout the transformation journey.

Speaking to different hearts and minds

Most organisations use a one-size-fits-all approach when it comes down to communicating during a change. Each stakeholder however, whether it's a customer-facing employee, middle-manager, customers, or even C-suite executive, has a unique perspective, concerns, and potentially different priorities. Tailored storytelling allows leaders of a transformation to craft messages that resonate with different audiences, speaking to their hearts and minds in a language they understand. In the end, this can easily make or break your aspired transformation.

Consider a company undergoing a digital transformation as an example. While frontline employees may be concerned about job security and skill gaps, middle managers may be focused on process integration and workflow optimisation. At the same time, executives may be more focused on ROI and strategic alignment. By tailoring your communication strategies and using different storytelling techniques to address the specific needs and concerns of each audience, you will raise empathy and engagement from your public.

Turning employees into ambassadors of change

The recently deceased and renowned psychologist Daniel Kahneman finds that people instinctively respond to change with Fight, Flight, or Freeze responses. In these instances, effective communication serves as a catalyst for transformation, turning fear into curiosity, resistance into resilience, and uncertainty into opportunity. By engaging employees in your change process, organisations can tap into their collective wisdom, creativity, and passion, unlocking new levels of performance and productivity.

And when employees are more engaged, they are not merely spectators anymore. They have become active participants in your transformation journey. By creating this culture of open dialogue, feedback, and collaboration, organisations can empower employees to become ambassadors of change, driving innovation, and excellence from within.

Shaping different perceptions and realities

We have established that it’s important to tailor your message towards different audiences and that all stakeholders are part of your transformation journey from start.

So, now what? How to do this? We all understand that words have the power to inspire, motivate, and influence. However, they can also cause confusion or doubt, and breed mistrust if not chosen carefully. The choice of your words matters, as they can convey different meanings and evoke diverse emotions depending on the context and perspective of the audience.

During times of change, leaders of a transformation have to be mindful of the language and words they use. This will make sure that it brings the clarity, transparency, and authenticity in their communications that they aspire. By framing messages in a tailored, positive and empowering manner, transformation leaders can inspire confidence, build trust, and create that sense of collective purpose and belonging. This can’t be underestimated, as it is very much needed to successfully kick-off your journey and not come to a grinding halt, even before you are well underway.

Understanding human nature

Lastly, it is good to understand that change isn't just about processes and systems; it's about your people – not only your employees but also your customers. What can help in these instances is taking a look at the Change Curve by Elisabeth Kübler-Ross. This curve outlines the emotional stages individuals go through during a change process and ranges from denial and resistance to exploration and acceptance.

By understanding human nature and how humans experience change, transformation leaders can tailor their communication strategies to address the specific needs and concerns of employees and customers, at each stage of their journey. Whether it's acknowledging fears, celebrating milestones, or providing support and resources, effective communication can help ease the transition, accelerate adoption, and pave the way for sustainable change.

And remember, communicating doesn’t stop after the initial announcement, it’s an ongoing attribute of your change process.

So, what about you and your organisation? How do you look upon change in your aspired transformation?And if you are interested to find out how your organisation scores on Change Communication, then click here.