The power of communication in supporting and driving change

Why good communication is important for change management in the workplace

Change management refers to the structured preparation, support and facilitation of organisational change. Change can include alterations to process, technology, strategy and much more. The primary goal of change management is to help employees and business smoothly transition from the current state to the desired state, avoiding as much resistance and disruption as possible. If implemented successfully, change management brings positive progress on an individual and collective level.

When it comes to workplace transformation, whether that be an office relocation, office refurbishment or office fit out, good communication is important to positively support employees through change and convey the rationale for new initiatives, support any transition periods, and enable the adoption and ongoing evaluation of the new workplace.

The core principles that achieve effective communication

1. Establish a clear understanding about why change is happening

Workplace change can happen for several reasons, whether it's business growth, cost pressures, cultural shifts or the move towards hybrid working. The first step is to clearly establish why change is happening. Then, leaders can build a compelling story that connects these reasons to what matters most for different groups of employees. Good storytelling helps people understand the bigger picture and see themselves as part of the journey. McKinsey & Co found that business transformation is 5.8 times more likely to succeed at organisations where senior leaders communicate a compelling, high-level change story.

Tip: Consider the different drivers and motivators amongst your people. The story and narrative that you build around why your workplace transformation is taking place should connect and resonate with the range of personalities that make up your workforce.

2. Commit to authenticity and transparency

Sometimes workplace change happens in challenging circumstances. Tough economic climates, a competitive recruitment landscape or emerging market competitors may prompt change. Honest, authentic communication demonstrates trust and respect for the intelligence of your people, and in turn is likely to build trust and respect. Research from PwC found that when engaging directly with stakeholders, it enhances trust, offers visibility and leads to better leadership accountability. Equally, transparency about the things you know, as well as what you don’t yet know, reassures teams that there are neither secrets nor surprises, and that they are joining you on the journey.

**Tip: Place yourself in the mindset of the message recipient. What may they want to know beyond what you’ve already shared? What questions remain unanswered? How can you prepare responses to increase awareness or understanding? **

3. Ensure communication is both inclusive and accessible

Everyone consumes information in different ways. This varies depending on personal preference, but it is also influenced by neurotype. These differences should shape how you communicate during workplace transformations, ensuring inclusivity at every stage.

To ensure the message resonates with everyone, start by understanding the communication styles within your organisation. Active listening through feedback surveys and one-to-one conversations will help you understand how messages are often received so you can avoid misunderstandings.

Use multiple formats and channels to distribute information. That can include in-person conversations, written updates, visual content, and audio messages. Then, repeat key information across platforms and at different times to reinforce the message. In fact, studies have shown that an individual needs to see a message around seven times before it sinks in.

**Tip: Use technology to your advantage when creating accessible formats. Visual cues and status updates on platforms like Teams or Slack can facilitate understanding. Text-to-speech and read-aloud technology can help provide an alternative format quickly and easily. Simple practices such as including alt text for images, transcripts for video or audio content, and readable fonts demonstrate a genuine commitment to inclusion and ensure all employees can understand your message. **

4. Time your communication

Timing is critical when it comes to the delivery of effective communication. Employee engagement specialists Davis & Company cite that employees not only care what leadership shares, but also when leadership disseminates information.

Appropriately timed communications help to bring your employees along on the journey in a logical way. Additionally, it can help to manage uncertainty, prevent confusion and even build excitement around workplace transformation. This not only applies to the time of day in which communications are delivered, but also the frequency of ongoing communications.

Starting the communications process too early, before a clear communication strategy is developed, can lead to more questions than answers. Equally, delaying communication too long, while you develop a perfect plan, can lead to inaccurate assumptions and unnecessary concern.

**Tip: Align your communications strategy with your workplace change management timeline so both are mutually beneficial and can progress seamlessly alongside one another. **

5. Listen, learn, and listen again

Change is not a linear process, and managing workplace transformation will bring both successes and learnings. Communication is defined as an exchange of information. That’s why the principle of active listening and learning plays one of the most important roles in enabling communication to support workplace change.

According to Gartner, 74% of leaders say they involved employees in creating a change strategy. Conversely, only 42% of employees feel included. Effective communication can help create a two-way dialogue to offer every employee a voice in contributing to and therefore delivering change.

Communication is not only about delivering information, but also about responding to information received. Throughout the change process, enabling and embracing feedback offers an opportunity to learn and enhance your change strategy. Responding to feedback gathered will ultimately help to deliver successful and long-lasting change.

**Tip: Here, it’s not just about accepting that feedback is important to gather, but it’s also about considering how feedback will be responded to and implemented. Once feedback is received, remain open minded. **

In summary

Effective communication is essential for successful workplace transformation. It builds trust, reduces disruption or misunderstanding and empowers employees to embrace change. In this article we have covered the importance of using different formats, timing your messages thoughtfully, and keeping feedback loops active to ensure information is both received and understood.

To explore more insights on fostering effective communication and driving change, visit our News & Insights page and get in touch with our team via Contact Peldon Rose to discuss how we can support your workplace transformation.