Why your change project needs a change communicator

We have all heard the saying that the only thing constant in life is change. Well it might seem a bit of a cliche now but it's true and not just for life but work too. 

In that sense change is not just inevitable, it’s essential. 

Be it adapting to adapting to new technologies, restructures, or mergers, organisations must evolve to remain competitive -  It's tough out there but it's a case of adapt or die.

However, the path to successful change is riddled with challenges, from employee resistance to decreased morale and everything in between - This is where change communications comes in and bridges the gap between strategy and execution, and makes the most unnatural act of change both human and relatable.

Change can be hard 

Not everyone can embrace change, those early adopters are in the minority and for most people, change means uncertainty. Employees worry about their roles, responsibilities, and futures, and this in turn leads to resistance, reduced productivity, and even in the worst case a revolving door when it comes to staffing.

This, of course, happens when change is done badly. When change is thrown over the wall and people are left to work it out for themselves. It happens when communications are poor and staff are left to fill the void, and imaginations can, and do, run wild.

For businesses, this translates into costly delays and potential failures and failed change initiatives.

The antidote, that ensures that transitions are both strategic and empathetic, is effective change management and at the heart of that is strong change communications.

The role of experienced change communicators

Unlike traditional communicators who may focus on the ‘what’ of change, the change communicator digs deeper. They unravel the ‘why’ behind the change, crafting narratives that not only speak to employees but to the organisational goals too. Their role is not just to disseminate information but to create a two-way conversation that builds trust and is rooted in transparency.

Change communicators also play a pivotal role in translating complex strategies into relatable, actionable steps. In many ways this is the super power of a good change communicator, to unravel the technical, untangle the jargon and present the work in a way that makes sense to everyone.

It’s not dumbing down but removing the unnecessary to help people see more clearly.

Humanising change with a focus on the ‘Why’

At the heart of any successful change initiative lies one question, Why? Employees want to understand the thinking behind decisions that impact their work lives. Communicating the ‘Why’ demystifies the change process and demonstrates how it aligns with the organisation’s vision and values.

(Note: If it doesn't, then it is there to be challenged)

By answering this crucial question, change communicators empower employees to see themselves as active participants in the transformation journey. This approach not only reduces resistance but also builds a sense of ownership and engagement.

This is the fabled ‘buy-in’ and no change can happen without a bucket load of ‘buy-in.’

Guiding employees through the change curve

Now, you might have heard of the change curve. It’s a rollercoaster of a model that outlines the emotional stages people experience during change and is actually based on the 7 stages of grief.

This explains why the experienced change communicator guides employees through these stages with empathy and precision. For example -

• During the initial stages of shock and denial, they focus on providing clear, consistent information to reduce uncertainty.

• As employees move into exploration, they encourage conversation and participation, creating space for feedback and discussion.

• Finally, in the acceptance stage, they highlight successes and reinforce the positive outcomes of the change.

I mentioned the change curve for good reason because so often it is forgotten that change is all about people, and for all our positives we are human, flawed, emotional and prone to overthinking. 

Good change communicators can recognise and work with this, taking an empathetic approach to change by stepping into the shoes of those impacted - And that is vital if the change is going to work and stick. 

The future of change communications in the workplace

A transformation project without a change communicator is like a canoe without a paddle. How organisations communicate change and the empathy, support and clarity they bring to that is the difference between good transformation and bad transformation and drifting endlessly in the creek.

As organisations continue to navigate complex transformations and deal with emerging trends, such as the use of AI-driven tools for personalised communication and interactive platforms for employee engagement, the need for skilled change communicators is only going to grow.

Now we have accepted that old cliche that change is constant, the role of experienced change communicators has never been more vital. By addressing the ‘Why,’ humanising the process, and guiding employees through the emotional rollercoaster of transformation, these professionals ensure that organisations don’t just survive change but thrive through it.

Simply put, if you are planning a transformation without an experienced change communicator then stop, take a beat and add them to the top of your list. 

Confident Communications offers change communications services to help you make the most of your change. We are experienced in large-scale digital transformations, as well as cultural and organisation change too. 

If you would like to know more about Confident and the services we offer, please visit the services section for more information.