The role of communications in Change Management: Insights from a Gen Z Marketer
Gen Z (those born between 1997 and 2012) are the ones to watch! Are they the key to bridging the gap between younger and older generations in the workplace? At Marbral Advisory, we think so. We’ve put our Marketing Executive, Bea Speck, in the hot seat to tell us about all things change and comms.
As a Gen Z marketing professional, I’ve seen first-hand how effective communication can literally make or break change initiatives. Let’s take a deeper dive.
Shifting mindsets
Change management is not just about altering structures or policies; it’s about shifting mindsets and behaviours. It’s here that the magic – and the challenge – of communications comes in.
Key stats:
Effective workplace communication leads to a 20-25% increase in employee productivity.
It helps 38% of workers meet project deadlines.
Poor communication results in wasted time (70%), missed messages (55%), and burnout, stress, and fatigue (53%).
The heartbeat of change
Think of communication as the heartbeat of change management. It’s the steady pulse that keeps everything alive and moving. During change, clear, consistent, and compelling communication helps reduce uncertainty, build trust, and promote engagement.
Avoid anxiety
Clear communication helps everyone understand what’s happening, why, and how it affects them, reducing anxiety. Consistent messages across platforms reinforce the change message and reduce confusion.
Top Tip: Schedule meetings or send ‘change’ e-newsletters to update on progress, celebrate wins, share developments, preview what’s next, and address challenges. Keep everyone connected and motivated.
Make it personal
Storytelling is a powerful tool in change management, helping people connect emotionally and providing relatable role models.
Top Tip: Interview employees about their positive experiences and create videos or blog posts showcasing their journeys. Share these stories via emails, social media, and meetings. Encourage leaders to share their stories and regularly update with new ones to keep content fresh.
Listening Matters
Communication isn’t a one-way street; it’s about creating a dialogue. Nearly half of organisations (48%) have a continuous improvement/feedback loop to improve stress levels, but fewer (27%) critically assess the outcomes of the feedback.
Top Tip: Hold regular feedback sessions and anonymous surveys for employees to voice concerns. Use these to brainstorm solutions and update on actions taken. Regularly re-assess feedback and outcomes to ensure everyone feels heard and valued.
Digital tools
There is a large pool of digital tools that can be leveraged for effective communication.
From social media to intranet platforms, digital channels amplify your message and reach your audience where they are. I’ve seen a rise in video updates, interactive webinars, and even podcasts to keep teams informed and engaged. These tools make communication dynamic and cater to different learning styles and preferences.
Make it lively
Video is powerful. It’s engaging, personal, and can convey complex messages in an easily digestible format. Tools like Vimeo and YouTube can be used for video updates. Whether it’s a message from the CEO about upcoming changes, or a tutorial on new processes, videos capture attention and make information memorable.
Scenario: During a major restructuring, an organisation created weekly video updates featuring different leaders discussing aspects of the change. This provided clarity and helped put faces to the process, making it more relatable and less intimidating.
Let’s get engaged!
Webinars are fantastic for real-time engagement. Tools like Zoom, Microsoft Teams, and Webex allow hosting interactive sessions where employees can learn about changes, ask questions, and provide feedback.
Scenario: During a recent change initiative, an organisation hosted a series of webinars where employees could submit their questions live. These sessions were invaluable for addressing concerns on the spot and ensuring everyone felt heard.
Time to collaborate
Collaboration platforms like Slack, Microsoft Teams, and Trello are essential for keeping everyone on the same page. These tools allow for seamless communication, file sharing, and project management, which is crucial during times of change.
Scenario: An organisation used a dedicated collaboration channel for a change project to share updates, documents, and conduct polls to gauge employee sentiment. The platform’s immediacy allowed quick responses to issues, ensuring timely and relevant communication.
Community matters
Social media isn’t just for external communication; it’s a powerful tool for internal engagement.
Platforms like Yammer (part of Microsoft 365) and Workplace by Facebook are designed for internal communications, allowing employees to connect and engage socially and informally.
Scenario: During a company-wide culture change initiative, an organisation used Workplace to create groups where employees could share their experiences, celebrate milestones, and support each other. This promoted a sense of community and helped build momentum for the change.
Gauging sentiment
Understanding how employees feel about the change is crucial.
Tools like Anova are excellent for gathering feedback and gauging sentiment. Anova conducts regular pulse surveys for clients to monitor employee reactions to change. These surveys are quick, anonymous, and provide valuable insights to adjust organisational communication strategies and address emerging concerns.
Wrap it up
In a nutshell, communication is not just a part of change management—it is vital for all successful implementation. From clarity and storytelling, to leveraging digital tools and embracing emotional intelligence, effective communication can pave the way for smoother transitions and more successful outcomes.
So, next time you’re faced with a change initiative, remember: communicate, communicate, and communicate some more. After all, it’s not just about managing change; it’s about effectively leading it with heart and purpose.
If you need help with change management and change communications, get in touch with our team. We can helicopter some of our team in to assist, offer you one of our fixed-price Packaged Services, or utilise our locally curated change management e-learning for your teams. Drop us an email to arrange a coffee.
