Employees More Readily Embrace Change When Success is Clearly Defined with Goals and Metrics That Support Their Aspirations
The meteoric rise of artificial intelligence, global macroeconomic policy shifts, industry consolidations through M&A, and ever-changing customer needs have accelerated corporate transformation initiatives across industries. As businesses quickly rise to the challenges of evolving to better compete and secure their long-term success, employees are struggling to come along for the ride. In short, change is HARD. An effective solution is a strategic communications approach that includes an inspirational vision, an intentional change management action plan, and clear, measurable results.
Numerous respected HR consultancies have attempted to understand how c-suite executives view business transformation and the proliferation of such initiatives across business sectors. The findings show that business and digital transformations are a growing priority in today’s dynamic business landscape.*
- 58% of organizations aim to boost their spending on transformation initiatives this year.
- 61% of c-suite executives believe transformation is a top priority.
- 81% of business leaders consider investments in digital transformation to be either essential or necessary for achieving business success.
- 63% of executives worldwide have reported a performance increase from transformation initiatives over the past 2 years.
Transformation Communications Best Practices
The Alpha team has supported a wide range of corporate transformation initiatives and works to guide leaders on the best approach to Employee Communications in order to drive change. In terms of a relevant and recent example, a 100-year old wholesale distribution company found themselves losing market share due to changing customer needs and private equity rollups across their industry. A new incoming CEO was appointed to assess the company’s business model, service to customers and operations, and to develop a plan for change.
Seeking support to mobilize and inspire a workforce that was not accustomed to change, Alpha was tapped to build employee confidence through a transformation initiative focused on innovation and investment. We recommended a dynamic, internally-focused branded campaign centered on the vision for the future. An accompanying action plan to foster cross-functional connection and teamwork that delivered efficiency, customer growth, and stronger long-term financial health was another critical element. Finally, aligned metrics tied to specific goals gave employees clarity on the measures of success.
The launch began with a formal CEO announcement at a live town hall meeting that unveiled the “why” for greater understanding, branding focused on a future vision, and the path forward. There were also smaller group follow-up discussions led by department managers. This initial work laid the foundation to motivate employees with a multi-month communications plan during the execution phase of the transformation.
Celebrating achievements, key milestones, and recognizing execution teams with a planned schedule of updates across internal communications channels was also imperative to maintaining the confidence of employees. The full campaign took place over a 10-month period and ultimately resulted in a more efficient and innovative company that delivers on the current needs of customers.
Messaging for Success
There are some important considerations when messaging and motivating around change. Our recommendations always include ensuring transparency, honesty, and respect while also setting goals and having clear expectations.
Questions to ask yourself when developing transformation messages:
- What is the current state of the business?
- What is the business need for transformation?
- What is your vision, the goals, and measurable outcomes of a transformation?
- How must your company evolve to be stronger and ensure long-term financial success?
- What are the risks if you don’t evolve?
- What is the broader industry environment that is impacting your need for transformation?
- How can employees and teams contribute towards the success of a transformation?
- What are the key initiatives and workstreams that ladder up to your goals?
- What are the impacts to your workforce, good and bad?
- What do employees need to do that is new or different?
- How will you celebrate wins and recognize standout achievements from individuals?
The Bottom Line: For Employees, it’s Personal
With the proliferation of corporate transformations, employees across industries and sectors are struggling with the pressures of constant change. At the same time, no one wants to work for an organization that is losing market share because they can’t evolve with the times – or worse – could eliminate employees’ professional advancement opportunities because of poor financial performance.
To motivate employees during a corporate transformation, focus on purpose, involvement, recognition, and better opportunities ahead. People sometimes resist change — but we’ve found that they will embrace positive change that is built upon measurable outcomes and supports their own personal and professional goals. Appeal to employees’ deeper emotional needs of impactful teamwork, the drive to win, and rewards for achievement.
As renowned organizational psychologist, author, speaker, and Warton School of Business professor Adam Grant says, “Motivation comes from working on things we care about.” This idea is one to remember when guiding employees through transformation.
*SOURCE: Link to various sources of the above stats:
