Whether your organization is introducing a new employee benefits plan, implementing new technology, or merging with another company, how you communicate these changes to your employees before, during, and after greatly impacts the company. That's where change management comes in. Organizational leaders must rely on organized and well-thought-out tools and processes to effectively navigate transformational periods and engage the entire organization.
In this blog, we'll discuss:
- What is change management
- Why change management is important
- How to create a change management communication plan
What is change management?
Change management is a strategic and systemic approach to leading people through organizational changes and transitions. These shifts may involve an organization's processes, systems, programs, goals, and projects. Since organizational change can be challenging, developing a structured roadmap for the transition can minimize confusion and disruption while ensuring the change benefits everyone within the company.
Managing change involves implementing a system to carry out and monitor the changes from start to finish. It also consists of developing a communications plan in which management and leadership communicate to the organization about upcoming changes.
In short, the ultimate goal of change management is to provide employees with support and preparation throughout the process, establish a method and plan of execution, and evaluate the changes afterward.
Why is change management important?
The only constant is change, so when a company can easily navigate transitions, planned and unexpected, it benefits both the company and its employees. Change management is important to an organization because it helps:
- Facilitate a smooth transition from old to new processes
- Improve and optimize business processes while minimizing disruptions
- Create an environment where your organization can set clear goals, monitor progress, and assess results once all transitions are complete
Furthermore, change management is essential to ensure that employees are adequately informed and prepared. When leadership is transparent and effectively communicates upcoming changes to employees, it enables them to adapt quickly, stay engaged, and maintain high levels of employee satisfaction while minimizing resistance.
Challenges of communicating change management
Change within an organization can be challenging, making communication a critical component of the process. Here are some communication challenges companies often face during change management and how to overcome them:
Employee resistance
One of the main challenges organizations face in change management is employee resistance. Although change is inevitable, it's not always wanted or welcomed because it surfaces feelings of uncertainty and disrupts their usual routine. One way to overcome resistance is to properly communicate with your team the reasons for the change and how they and the organization will benefit. Let them know you welcome their feedback and concerns and keep them informed throughout the transition.
Inadequate or infrequent communication
Another communication challenge in change management is inadequate and infrequent communication. Some organizations may need to share more details about the transition or provide information more consistently. Inefficient communication can lead to confusion, resistance, and misinformation. Creating a plan and schedule for communicating changes is essential, including what information to share and how often to communicate.
Lack of clarity
If employees don't fully understand the reasons or benefits for an impending change, getting their buy-in or support is difficult. As you outline your change management plan, including communications, be sure to create clear, concise, and transparent messaging. If your team knows what, when, why, and how a change is happening, there's less room for confusion and resistance.
Creating a change management communication plan
Organizational communication is essential to leading and implementing change. It helps facilitate the process and ensures everyone is on the same page while minimizing resistance, conflicts, and misunderstandings. Developing a communications plan as part of change management ensures that all correspondence, such as an overview, processes, timeline, and expectations regarding the transition, is delivered to the appropriate parties.
Here are the steps to creating a change management communication plan for your core team and others directly affected by changes:
Step 1. Establish your communication objectives
Clearly define what you aim to achieve through your change management communications. These objectives should align with your change management plans and should provide your employees with enough information to minimize uncertainty, foster trust, and ensure everyone understands the reasons for the change and how they'll contribute to the process.
Step 2. Identify and analyze your audience
Understand who your audience is and what questions and concerns they may have regarding the upcoming changes. Different groups within your organization may require different types of support and information, so you'll want to prepare by tailoring your messaging to address each group's needs and interests.
Step 3. Choose a tone and voice for communications
Determine the appropriate tone and voice for all change management communications. This should reflect your organization's culture and resonate with the audience.
Step 4. Set a cadence and timelines
Establish a timeline for your communications, including key milestones and the frequency of updates. Regular communication keeps everyone informed, which helps build trust and transparency while keeping the transition on schedule.
Step 5. Select preferred channels
Identify what internal communication channels are most effective for communicating with your team during the changes. These could include emails, webinars, internal announcement boards, Slack, and Microsoft Teams. To find the best channel, consider your employees' preferences to ensure maximum reach and engagement.
Step 6. Draft communications
Create different communications for each stage of the change process and each audience you want to reach. These messages should cover the change management announcement, process details, regular updates, information on the conclusion of the transition, and any post-change communications, such as employee feedback and questions. Make sure your messages are clear and concise and in line with your communication objectives, voice, and tone.
Here's a sample email announcing changes in a company's employee benefits program:
Subject: Important Update: Changes to Our Employee Benefits Program
Hi Team,
I hope this message finds you well. We wanted to share some important and exciting updates to our employee benefits program that will take effect on [Effective Date]. These changes are part of our ongoing efforts to enhance our benefits offerings and ensure they meet the evolving needs of our diverse workforce.
What's Changing?
Health Insurance Plans: We’re introducing new health insurance plans that offer greater flexibility and coverage options. You can now choose from a range of plans to best suit your individual and family needs.
Retirement Savings Plan: To help you better prepare for your future, we’re increasing the company match for our 401(k) program from [Current Match Percentage] to [New Match Percentage]. Additionally, we’re offering new investment options within the plan to help you diversify your retirement portfolio.
Paid Time Off (PTO): We understand the importance of work-life balance. As such, we’re increasing the amount of PTO available to all employees. Starting on [Effective Date], employees will accrue [New PTO Accrual Rate] per [Time Period].
Wellness Programs: To support your overall well-being, we are expanding our wellness programs to include mental health resources, gym memberships, and wellness workshops. We believe these additions will contribute to a healthier and more productive work environment. Employees will now have the option to sign up for apps like Calm to support their mental health and ClassPass to gain access to gyms, studios, spas, and more. Please be on the lookout for more details on this soon.
Parental Leave: We are pleased to announce enhanced parental leave benefits. Employees will now be eligible for [New Parental Leave Duration] weeks of paid leave for the birth or adoption of a child.
What You Need to Do
We’ll be holding informational sessions to provide more details about these changes and to answer any questions you may have. The sessions will be held on [Dates and Times]. Please try to attend one of these sessions. In addition, we’ll be sending out detailed documentation and FAQs to help you understand the new benefits and how to make the most of them.
Next Steps
- Review the Information: Once you receive the detailed documentation, please take the time to review the changes and consider how they may impact you and your family.
- Attend an Informational Session: Join one of the scheduled sessions to get a comprehensive overview of the new benefits and to ask any questions you might have.
- Update Your Selections: During the upcoming open enrollment period, you will have the opportunity to update your benefits selections to align with the new options available.
We’re excited about these enhancements and believe they’ll provide significant value to you and your families. Thank you for your attention to this update and for your continued dedication to our company.
If you have any immediate questions or helpful feedback, please don’t hesitate to reach out to the HR department at [HR Contact Information].
Best regards,
[Your Name]
[Your Position]
[Company Name]
[Contact Information]
Develop a change communication plan that works
Thoughtful and strategic communication builds trust, minimizes uncertainty, and fosters transparency while ensuring employees stay informed, engaged, and supportive of the company's change initiatives. By creating a well-planned change management communication strategy, your organization can effectively manage transitions and achieve the best results.
