Shaping change through better internal communication – with motivated employees as a key factor
What does change communication mean?
Change communication is a sub-discipline of corporate communication. Its aim is to accompany and support ongoing adaptation processes of corporate strategies and structures to changing framework conditions in an appropriate manner (> change management).
Change communication has the task of conveying information about the change process as well as countering the emotions that occur in change situations, for example in the form of resistance or in hidden and open conflicts.
Change as the only constant of the economy. And internal communication
Company mergers, restructuring, reorganisations, quality and efficiency programmes, new technologies and working models are examples of topics that play a central role in internal communication – and in which communication with employees must play a central role.
Because every company and every institution is subject to permanent change. The reasons for this lie in a constantly changing market environment – for example through technological innovations – and increasingly intense global competition. But necessary repositioning and restructuring also contribute to this change.
Communication in change processes: Motivated employees as a key factor
Employees are the company's most important ambassadors. They communicate their opinions and attitudes towards the company to the public on a daily basis – both through professional contacts and in their private lives. That is why internal communication has the highest priority when it comes to shaping opinions and attitudes towards the company in a sustainable way.
Successful change communication is of crucial importance for the success of companies
Comprehensive, cross-departmental and far-reaching changes in a company or organisation can only function permanently if they are actively supported by employees. This is the only way to ensure that the desired goals – such as the implementation of new strategies, structures, systems and processes – can actually be achieved.
In practice, however, two out of three change projects fail (source: Harvard Business Manager of 28.01.2013). The reasons for this are mainly to be found in poor communication: Employees are reluctant to change because they feel inadequately informed and cannot understand the goals behind the change. The fear that the change process will call into question loved habits or even the workplace is also omnipresent.
A study by McKinsey in 2010 already showed that targeted communication can play a decisive role in change processes. According to this study, the success rate of change projects can be increased to an astonishing 79 percent if employees are convinced of the necessary changes, see themselves as part of them and drive the implementation themselves. For this purpose, target-oriented internal communication work is indispensable.
What is important in internal change communication?
In fundamental change processes, the aim is to promote employee motivation and willingness to perform, to make employees convincing representatives of the company and, as a result, to ensure entrepreneurial success. This requires a special communication architecture that ensures an understanding of the complex and future-critical corporate issues.
SpiessConsult has many years of experience in solving these tasks. Our spectrum ranges from consulting/conception to the complete implementation of internal campaigns and initiatives, also internationally.