Important Elements of Communicating Change

So, you make the decision to change the culture in which your people work … but where do you start? All too often leaders take their leadership team offsite for a 2-day meeting which generates a new vision, mission and values for the organization. Leaders get pumped and may even announce the changes to the workforce only to have work get in the way and the process falls on the back burner! Unless you make a concerted effort to make cultural change a priority, it will often end up in a folder on the leader’s shelf. You also need a strategic communication process to ensure the changes are communicated properly.

It is important to start with a clear vision of the future and where you want to take the organization and act as a beacon for which your people strive. Once your vision is established the next step is to create awareness of the need for change. As a leader you need to identify why is change necessary and promote it, so your people understand why change is being discussed? Brainstorming with your leadership team may uncover some barriers to the change process but if you want to change the culture you need input from individuals throughout the organization. An assessment or survey not only involves others and gives you additional feedback, it will provide a benchmark with which to measure success of your change process.

Communication is a key component in organizational change, and it is important to use multiple channels to communicate the changes. You may meet some level of resistance so you need to plan for this and identify some areas of concern your employees might have. Several years ago, I wrote to Tony Hsieh when Zappos sold to Amazon. I asked how he planned to maintain the culture in light of the changes. He sent me the 4-page letter he sent to all employees in which he and his team brainstormed any questions or concerns his employees might have and provided answers to them. This was sent out before the sale was announced. In addition, he also gave a number for them to contact with any other concerns.

Once you communicate the need for change and its implications, ensure your people understand the vision for the future and their role in bringing it to life. Ask for and value participation from your employees and involve them when you can in decisions that will affect them. Clear communication will reduce the stress associated with any change and help to increase the level of employee acceptance. When behaviors change, use it as an opportunity for recognition which not only can motivate the person but serves as an indicator to others of desired behavior changes.