Communication of change: what to remember?
Communication of change in the company is not an easy task. On the contrary, it brings many challenges. So, is it possible to go through this process so that it ends successfully? Of course! Just remember a few rules.
Communication of change: how do employees perceive it?
Let’s consider why actually going through the change process is so difficult. The main reason is its very essence. The transition from a well-known reality to something that is completely strange to us. This is related to the loss of a sense of security.
You know that feeling when you’re at the hairdresser and your stomach gets tight? Changing your hairstyle is no big deal. We know what we expect and how we want to look. On the one hand, we are excited about the change looks, but on the other, there is uncertainty. We wonder if our expectations will be met and everything will be as we expect it to be.
Even positive changes evoke insecurity, fear, and even aversion. Every change, even the positive one, forces us to leave our comfort zone. It is not surprising, therefore, that employees approach the changes in the organization with a great deal of distance.
Communication of change: what does the research say?
According to the research, only 29% of all changes are successful. Moreover, only 64% of them had a pre-planned communication plan.
The Project Management Institute shows on the other hand that projects with communication conducted effectively achieve their goals in 80% of cases.
Effective communication of change does not happen by chance. Communicating facts and numbers to rationalize the reasons for the change only leads to the illusion that communication has taken place. The key to success is to develop a detailed communication strategy. This allows the organization to be well prepared and increase the involvement of employees in what will happen soon.
How to properly communicate change?
The implementation of any change, regardless of whether it is a structural or technological change, must be accompanied by appropriate communication. This requires soft management. In order for communication of change to be effective, it should include four elements:
- It is necessary to precisely determine the grounds and reasons for the change. In addition to the seemingly obvious ones, such as the fact that it’ll make work easier, it’s worth pointing out specific business grounds.
- In addition to the positive effects of the change, it is also worth mentioning the possible threats and ways how to deal with them.
- Employees must be informed about the planned activities that will be associated with the introduced change. The key tasks and schedule should also be included.
- Communication of the change should be carried out much earlier than the planned implementation of it.