Transformational change: how to communicate an office move effectively
When global bank HSBC announced at the end of June it would be vacating its Canary Wharf tower it made headlines in the UK. But why?
Firstly it’s a huge part of the famous skyline. And secondly as the world tries to navigate the sweet spot for hybrid working, a move to a smaller premises by one of the world’s leading banks is quite a big statement.
During the pandemic many organisations took the opportunity to reflect on what they wanted from their place of work. Some chose to save some cash and terminate leases or downsize when workers had to work from home. Others found spaces at better rates and invested in them (while they didn’t have to worry about workers being present) because they believed in a future where everyone would return to work.
But workplaces are not just spaces to work in. They can be so much more than that. They can be part of transformational change.
What does a place of work really mean to employees?
The environment in which an organisation operates can, like a book cover, set an expectation about what it’s like to work there.
Imagine turning up for a job interview and the building is grubby, dark, or it smells odd. Perhaps there’s neither car parking space nor access to public transport. You’re unlikely to want to work there. So having a physical space that projects your values – and is comfortable and appealing – is important. In fact, the workspace has a large role to play in the EVP (Employee Value Proposition) of an organisation.
As well as the building, location can be a big draw to bring people to the office – although not every setting will appeal to everyone. City centre office spaces are great for those who like to pop to the shops or out for a drink as part of their working day. Whereas offices in business parks or in more suburban areas are perfectly placed for those who want a shorter commute or want to stay closer to home, or simply don’t enjoy the hustle and bustle of getting into urban areas.
But from time to time, offices need to move. This might be for commercial reasons – to be closer to key customers, talent pools or to downsize and save money. It might be a forced move because a lease is up or a building is being sold, or the technology behind the premises needs a huge upgrade. A business may be expanding, bringing in more employees through acquisition or it might be revamping or reintroducing an EVP.
Whatever the reason for a move, the news will affect individuals differently – hence the phrase Transformational Change. So clear communication is the order of the day.
Why clear communication is paramount during office moves
Whatever the reason for a move, the news will affect individuals differently – hence the phrase Transformational Change. So clear communication is the order of the day.
If the space is moving regions or countries, there are further complexities that will likely require extra consultation with the workforce. And these should be planned into the timeline of the overall project well in advance. Naturally there will be more anxiety as employees understand whether they will be able or willing to move along with the place of work itself.
But we’re more likely to embrace change if we feel part of it – it’s our natural selfish instincts. Watching and hearing a new workplace take shape and meeting the people involved – even virtually – puts employees at the centre of the transformation.
Rather than just providing an information cascade, find ways to involve the employees in the project through dialogue and interactive sessions. And if that’s not possible, make the information that you’re cascading engaging and easy to access.
Communication tips for an office move
A microsite or a dedicated area of the intranet can be something of a multimedia destination for all workers, housing a variety of materials to bring the project to life. It’s a safe space where people can find answers to questions.
You could share Q&As in a number of ways. A simple written FAQs is useful to have but it won’t provide the interactive dialogue that is so useful in appeasing concerns and bringing people along on the journey in times of transformational change. These can be hosted in dedicated meetings, with people involved in the project or with line managers or Town Halls.
Video and imagery will play a key role in workplace change projects. They can also act as a ‘carrot’ to tempt colleagues with sneak peeks of the new workspace as it develops, helping build excitement and intrigue and help quash unease. Great pictures and videos can stimulate the pleasure centre of our brains, making us eager to claim our share.
As part of your communication, share a clear timeline from the off. You could create a visual but make sure it’s easy to update because as with large transformational change projects there can be delays and adjustments. If challenges like this arise keep your employees in the loop – no one wants to be left in the dark.
Other physical touches can also help create excitement. Desk drops with some branded workplace merchandise or guidebooks about the area can help people feel more settled and embedded in their new workspace from day one.
Now we’re in the new building – what’s next?
We’d suggest across the project that you check in with employees about how they’re feeling about the change. And this shouldn’t stop once you’re in, because the organisation will need to find out if the change is having the desired outcome of what it set out to do. Can you measure sentiment and morale of your employees? Is attendance a key performance indicator of success? Whatever you identify as your measures of success, make sure you track them.
And the communication journey certainly doesn’t stop the day everyone enters the building. Despite best efforts to equip everyone with all the information they need, such as fire escape routes, or where to find the nearest water tap, you can bet your bottom dollar someone will think of something that you’d not considered. Teething problems in new buildings are normal – it’s how you deal with them that matters.
Ensure there is a clear contact point for any questions that crop up. Perhaps all queries will go through your ops team or line managers, or via a dedicated ‘move champions’ team. It doesn’t matter, as long as employees know who to contact to get the right answers, quickly.
Some people will never prefer the new premise for a whole host of reasons. It’s important you listen to these employees, show empathy, and see if there is anything you can do to help abate any concerns.
What’s the future for places of work?
The world of work is undergoing its biggest shift in a generation so we’re likely to see more workspaces move, as organisations understand what they need to do to create the best employee engagement and enhance productivity for their business.
We’ve worked with a number of clients on their transformational change projects involving their workspaces – here’s one we worked on as part of a culture programme for Siemens. Or get in touch by emailing talktous@handhcomms.co.uk to find out more.
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