Internal Communication19 Mar 2024
Internal Communications During Organisational Change: Strategies for Success
Change is an inevitable part of any organisation. Whether it occurs due to managerial, process, service or product improvements, changes help businesses to adapt to fluxing environmental forces.
Many organisations fail to understand how to communicate effectively to their people, across all levels of the business, during the change process. Organisations that develop and adopt a framework for smooth internal communications go a long way to ensuring that every employee understands what they need to do to help during the change process.
To assist in creating that smooth change, the flow of clear and effective information to employees is paramount. Without a considered flow of information before, during and post the period of change, successful adoption and implementation becomes much more difficult.
When employees know and understand the what, how and why of the change, via internal communications, they not only support the change but become an integral part of its successful implementation.
The importance of internal communication during change management
Without internal communication, change can become a hurdle. Employees need to have confidence that change will have a positive impact on their life. Internal communication becomes important as the centre point of all Change Management because of following reasons:
1. Internal communication helps inform employees and leaders in an organisation to reduce the uncertainties that change brings.
2. Keeps employees feeling engaged, valued, heard and motivated during the entire change process
3. Internal communications creates two-way communication (and connection) between the executives and senior leaders as well as team leaders and employees
4. Education and training aspects of change can be planned more effectively
5. Internal communication helps people understand the purpose and vision of leadership as a meaningful reason for organisational change.
6. Internal friction among employees is reduced with clear internal communication
7. Employees are supportive and therefore change is smoother.
8. Helps secures feedback such as testimonials that help optimise how the change is implemented in a better way
Effective internal communication in Change Management
For communication to be most effective, it must resolve the concerns of employees across all levels and various departments, so that they become aligned with the purpose of change.
Further, the groups that pose resistance to change can be educated and motivated through internal communications to become more positive participative in the change process.
How to use internal communications during organisational change
For effective change implementation, having a considered framework for internal communication becomes a necessity. The following points illustrate how to craft a communication framework that supports successful change:
The first step towards developing organisational change success, is having a clear communication plan. This communication plan will outline who to communicate to (various sub-groups across the business) what to communicate (key messages over time) and where to communicate (through using appropriate channels). Outlining key responsibilities or resources required also helps create a smoother process during delivery.
By developing your communication framework early during the change process, it allows people to become more engaged participants in the process. No rude shocks or surprises! It helps lower friction levels and gives you an opportunity to enrol those who can influence others to become positive ambassadors for the change implementation.
Storytelling is a more human way to support internal communication. For change to happen effectively, testimonials and employee or customer stories can leverage a more emotive reason for change and encourage team members to be more open and accepting of the hurdles that come with it.
People across the organisation use different communication channels. So it is critical to understand which channels have more reach and effectiveness to ensure you’re engaging everybody. Keep in mind that not everyone digests information in the same way. So having a mix of video, copy and graphics can ensure broader reach.
Never assume how communication is received. Everyone perceives communications in a different way. It may be through tone, timing or delivery method that influences how engaging the messaging is received. Getting open and honest feedback from different levels of the business at all stages of the change process can then inform and enhance the messaging and its delivery throughout. It helps bring the majority of people onto the same page, meaning any obstacles or hurdles can be quickly overcome.
Every employee gets affected by the change process. Therefore helping employees become familiar with the expectations of them and the result of change will help prepare their mindset. Key is to communicate the benefits that they will get in return after the change is implemented, thereby successfully decreasing employee dissatisfaction.
Change takes place in phases. With pre, during and post phases of change management, internal communication needs to be utilised as a tool at every opportunity. By communicating early and continuously throughout the change, you will be able to optimise your messaging and increase the chances of a better outcome.
Celebration can become a powerful way to say thank you and reflect on the effort by all. By reinforcing the benefits along with the sustained effort from employees to make the change happen, lays the foundation for repeating the process with a positive mindset from the start.
Once your project or initiative has been implemented, make sure you reflect on all stages of the communication plan and collect and review data on key measurements of success. Did you miss, meet or exceed your KPIs on elements such as reach, engagement and action.
Key challenges in internal communications during organisational change
Challenges are inevitable during a change process even when successfully using internal communications. Being alert for these challenges can help you adapt and optimise your communications more quickly:
1. Lack of understanding, clarity
2. Irrelevant ‘noisey’ communication
3. Language issues
4. Information overload, competing messages
5. Lack of 360º feedback
Frequently asked questions
Q. What is the difference between change management and internal communications?
Change management deals with taking an organisation forward, leading to an increase in productivity and effectiveness. Whereas internal communication helps enrol the entire organisation in achieving an effective, efficient and smooth change process.
Q. What is the role of internal communication in change management?
Internal communication supports the change process by reducing friction. This is achieved by helping employees align their energy towards common objectives through education and engagement.
Q. What role do leaders play in communicating organisational change?
Employees look to leaders for inspiration and direction. Communicating the vision of the business and explanation of why behind any changes is a key role for leaders in setting up an effective change process. When leaders show up and lead by example, they demonstrate the behaviour that is required to embrace change and enjoy the benefits that come with it.
Q. How can we measure the effectiveness of internal communications during change?
To measure the effectiveness of internal communications, set-up and measure key performance indicators based on your project’s objectives. These could include metrics around:
1. Reach - by channel
2. Awareness - survey before and after (including open rates)
3. Engagement - click-throughs, attendance, or social commenting
4. Understanding - quizzes and surveys post campaign
5. Actions taken - conversions or tracked actions
6. Anecdotal feedback - gained through interviews or focus groups
7. Advocacy - referrals or employee-led activations
8. Costs and Resourcing/Asset Management
Transform your organisational change with a strategic internal communications agency
Belong Creative has helped many leading businesses deliver change management through smart, efficient and effective internal communications. From launching business foundations like purpose/mission, promoting values and behavioural change or driving interest and action on initiatives such as diversity, respect, belonging and sustainability and more!
