Proven ways for communicating change proactively
The perfect time to start communicating change is right now
We’re in a time of unpredictable change, personally and professionally. Organisations have had to make big changes with little warning – changes that have impacted the job roles, career progression and even livelihoods of their employees.
At a time when teams want stability, many employers are having to push through dramatic changes just to stay afloat.
The only thing that doesn’t seem to be changing anytime soon is our need to continue taking positive action and adapting to challenging situations.
So how do we take the disruption and uncertainty that is often associated with change and transform the process into something positive?
The answer lies in our approach to communicating change to employees.
Proactive vs reactive communication
The difference between proactive change communication and reactive lies in your approach to conflict. Proactive communication anticipates problems before they arise, whereas reactive approaches deal with problems once they surface.
Proactive communication recognises that big changes can be difficult for employees to adjust to. We all have comfortable routines and familiar ways of working that we don’t want to lose.
That’s why a proactive approach to communicating change aims to bring employees on board from at the earliest possible point. It reduces frustration further down when employees’ challenges start to surface.
Not only does a good proactive approach reduce problems down the line; it also sparks enthusiasm.
Research shows that employees cope better with change when they understand the purpose behind your plan and can see a clear path ahead. Positive attitudes towards your ideas help people to support the changes, even if the transition might be stressful.
The bottom line is that change goes better for businesses when employees are bought in. And that’s where proactive change communication comes in.
Engage employees from the start
When we worked with KCOM to unify their five brands under a single banner, we were asked to help them launch an internal communication campaign around the new brand before it had even been confirmed.
So we launched an interim campaign called ‘One’ to help employees get on board with the idea of a unified brand. With dialogue and conversation at the heart of the programme, our proactive approach to the early stages of KCOM’s changes led to insights and engagement that we were able to carry through the programme’s following phases.
How to communicate change effectively in 3 steps
Good change communication starts with a good narrative.
Humans love stories because there is always a satisfying solution to a problem or conflict. You can introduce change in much the same way, in these three stages.
1. Set the scene. Ensure everyone understands why the team is being taken on this journey. Create a detailed roadmap of the most important steps.
2. Get everyone involved. Bring all employees into the discussion and allow them to share ideas. When everyone’s voice is heard, individuals become more connected to the cause. It’s key to empower individuals to develop their own tactics and goals when bringing about change.
3. Rally the leaders. Ensure all managers in the organisation are aware of their responsibilities and can create the right culture for change.
This three-step process ensures change communications don’t miss any critical points in shifting employees’ ways of thinking or working. By giving them the why as well as the what and how, you’re helping them to understand the situation and inviting them to be a part of the solution.
Try some creative change communications
It’s not enough to blast an email out to the company and expect everything to work out. Communicating change proactively means addressing possible issues throughout the change programme – even before they come up!
As experts in change communications, we’re big believers in using creative ways to boost your internal comms.
When we worked with Arco to help them introduce a new digital platform for internal use, we used a combination of narrative materials, video, experiential activities and scenario-based challenges designed to raise knowledge and awareness.
It’s impossible to generalise which exact engagement tactics will work – after all, you have to use the tools most appropriate for your individual circumstances. But there are a few common elements that work in most cases.
First, provide your employees with materials to help them understand what to expect from the changes, including a timeline.
Then, make sure there are opportunities for interaction between employees and management to help them learn new processes and raise any concerns early. Show your employees their input is welcome and respected by asking their opinions and engaging with them regularly.
It’s also important to support leaders in feeling comfortable about having these conversations. Team leaders are employees too, so always communicate and engage them first so they can inspire others.
If employees are going to engage with your proactive change programme, they need to understand what’s going on.
Communicating change remotely
The dramatic rise in remote working that we’ve seen over the past couple of years is a widespread change that could make communicating other changes more challenging.
There’s a lot of advice out there for communicating with remote workers, including these few tips that we like from Gallup. Don’t sacrifice clarity for brevity (how many times have we all had to re-read emails because we’re not quite sure what they’re saying?). And don’t go overboard with the number of messages sent.
If employees are going to engage with your proactive change programme, they need to understand what’s going on. Regularly update the team on progress through the right channel at the right time, and say it as clearly as you can. Using visual aids in your messages is a great way to avoid getting too wordy.
Interactive comms for remote teams
The interactive side of proactive change communication used to be more difficult when teams were remote. In-person workshops and office chats could be difficult and expensive to organise.
But in the world of 2022, we have infinite opportunities to engage our people in online spaces. The only thing to remember is that when interacting through a screen, it’s even more important to ensure you create activities to keep people energised, focused and engaged.
Polls, gamification and Q&As are just some of the ways you can bring your employees into the fold wherever they are. Push, our instant feedback tool, is a great example of an engagement device that can be used in the office or by a remote workforce.
Be available to your employees
Whatever lines of communication you have for remote work, keep them active and be responsive through them if your employees have questions. It’s also worthwhile being proactive in sharing employee feedback upwards to leaders and decision makers.
Communicating change effectively means involving your people
Whether your workforce is remote, in the office, or split between the two, even the best-laid plans need as many people as possible on board. If your employees feel part of any change taking place, with their opinions welcomed and their input valued, they can become your greatest ambassadors.
If you’ve some particularly keen beans in your crew, you could even make a virtue of their enthusiasm. Give them a distinctive role as change champions, there to inspire their colleagues about the positives that lie ahead as a result of the change.
Whatever their role, wherever they’re based, keep your employees at the centre of whatever proactive strategy you choose. Their commitment is the key to your plan’s success.
Insights and Resources
Want to keep your finger on the pulse of the hottest topics in IC and EE? Check out some of our blogs and industry insights.
How to use internal comms to align employee and organisational values
My brand, your brand: how to build a culture of employee advocacy
Fuelling better communication through imagination
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