When it comes to change, are you speaking the right language?

The order might change depending on which source you use, but in a list of the most common reasons why change management and transformation projects fail, poor communication is always near the top of the list.

Often, lack of resources comes on top of the pile, but my own view is that it’s possible – if challenging – to deliver successful change processes without being fully resourced; but it’s impossible to do that if you communicate badly.

In the end, the success of any change process in the workplace is entirely dependent on winning the hearts and minds of your employees – and that is achieved by using communication to sell the purpose and benefits of whatever it is you’re trying to re-structure.

We could argue over the minutiae of this until the cows come home, so let’s just accept and agree on some common ground.

Yes, in an ideal world, your change programme should be properly resourced, because without the right level of support for the practical and logistical elements that are involved the scale of success is diminished.

Yes, managers and leaders ideally need to be involved in driving the change, but your process won’t fail if part of the change process involves selling the rationale to a few people around the board table.

And, yes, if you don’t allow for unforeseen setbacks, completing a change programme successfully becomes that much harder.

The point here is not that all those things – and the many others that constitute a change process – aren’t important. They are. But on their own they don’t necessarily have the power to kill a change project.

Poor communication does. So, why is that?

The importance of communication in this context can’t be overstated.

Change is an inevitable and usually challenging part of any organisation's journey, and effective communication plays a vital role in ensuring that this transition is successful.

Here are some key reasons why  getting the comms piece right is so important:

Alignment and clarity Clear and consistent communication helps to ensure that all members of an organisation are on the same page when it comes to understanding the reasons for change, its scope, and its expected outcomes. By ensuring this alignment is preserved you’ll reduce confusion and minimises resistance.

Engagement and buy-in: When employees understand the rationale behind change and have the opportunity to ask questions and provide feedback, they’re more likely to support the change initiative. Engaging in two-way communication fosters a sense of involvement and ownership among employees.

Managing resistance: Change often leads to resistance, and effective communication can help address concerns and dispel misconceptions. When employees feel heard, and their concerns are seen to be addressed, resistance is more likely to decrease, making the change process smoother.

Motivation and commitment: When employees are kept informed about your vision and the role they play in the change process, they’re more likely to remain motivated and committed to achieving the desired outcomes. Effective communication can inspire and drive employees to embrace change.

Adaptability: Change management is an iterative process, and communication helps adapt the change strategy as necessary. Regular feedback from employees can help identify issues and enable the adjustments that need to be made, ensuring the process remains on track.

Transparency and trust: Open and transparent communication builds trust within the organisation. When employees perceive that leadership is honest and open about the changes they’re advocating, they are more likely to trust in the organisation's motivations and decisions.

Crisis management: In times of significant change or crisis, effective communication is essential to manage potential disruption and maintain stability. Timely and accurate information can help prevent the rumours and speculation that can cause long-term harm.

Knowledge transfer: Communication is a vehicle for sharing knowledge and best practices within your organisation. During times of change, there is often a need to transfer knowledge and skills to adapt to new processes, and clear communication is essential for this knowledge transfer.

Consistency and continuity: Consistent communication throughout the change process ensures everyone remains focused on the goals of the change initiative. It prevents fragmentation and maintains continuity in your organisation.

Celebrating success: Effective communication is not just about addressing challenges but also celebrating successes. Recognising and sharing the positive outcomes of change can motivate employees and reinforce the benefits of the transition.

It’s possible, therefore, to see communication as the linchpin in managing change successfully. Without clear, transparent, and engaging communication, even the best change strategy can face significant obstacles and possible catastrophe.

Leaders and organisations that prioritise effective communication during times of change are more likely to navigate the challenges and emerge with a more engaged, aligned, and adaptable workforce, ultimately ensuring the success of the change initiative.

If you’d like to learn more about how Constantia Consulting can help your business to navigate transformational change through clear, targeted communication, please get in touch for an informal, no obligation chat