Perhaps one of the biggest challenges for managers is communicating organizational change - a skill that has become even more relevant in recent years.
Right now, 90% of all organizations are undergoing some form of digital transformation, according to McKinsey. Gartner reports that while 75% of companies expect to multiply change initiatives over the next three years, half of all change initiatives fail completely, and only 34% are considered successful.
Getting your company into that 34% success rate requires you as a manager to drive both the communication and implementation of changes across your team. Remember that your goal is not just to relay information to your team members - it’s about being strategic in how you communicate to ensure changes are successful.
So, how can you effectively communicate about upcoming changes?
Take time to understand
When your leadership tasks you with communicating change to your team, take the time to understand the context, expected outcomes, and desired behavioral shifts associated with the transformation. Ask questions like, “What are we trying to achieve?” or “What does this look like in practice?” so you can gain an insight into the big picture and what implications it may have on your team. If you foresee a potentially harmful impact down the line that leadership may not see, speak up and give feedback about the plan. By bringing possible solutions to leadership, you’ll position yourself as a change partner.
Keep the message clear
Change management programs are often complex, so try not to overload your team with unnecessary details. Instead, focus on the elements of the transformation that impact the way they work. Your employees will need you to easily answer the question, “What does this mean for me?” Also, don’t try to deliver the message using jargon because it may come across as inauthentic, leaving employees wondering what’s really going on. Instead, use your own words and answer questions the way you would answer them.
Be honest in the delivery
Try to be balanced when communicating change. You don’t want to be overly nostalgic by focusing on how great things have been up until now, but you don’t want to be overly positive either because it can dismiss your employees’ feelings of uncertainty. Be honest about the pros and cons of the upcoming change and share what part of the work will stay the same. This can give the team a sense of stability that should help ground them throughout the transformation.
Make sure the message lands
It’s crucial to remember that effective communication is not just about what you say, or even how you say it — it’s about how it’s received. Too often, team members will leave a meeting with their own interpretation of what’s been communicated, which can lead to confusion or misalignment. Consider these questions: Did your team understand the change? Are they clear what’s expected of them? Did they walk away with the same understanding you intended? If you sense any doubt, address it immediately and clarify any points that may have been misunderstood. Encourage your team to ask questions or give feedback in all conversations about change. This will engage them and reflect how well they understand what needs to be done.
Ask your team what they need
As a leader, your role is to support your team through the transition - providing resources, guidance, and reassurance when needed. Consistently ask them what they need to succeed and try to help them remove any roadblocks. The more supportive you are during this time, the more your team will likely feel motivated to embrace the change and confidently move forward.
