How to navigate communication strategy during times of change

The last year or two (or ten) has been a lot. There have been a lot of changes to “work” and how it’s done. In fact, some of our tried-and-true change management techniques don’t work anymore.

Heard of Lewin’s change management model? He broke things down into steps.

1. Unfreeze and prepare.
2. Implement change.
3. Refreeze and lock things down.

But how can you lock things down when there is another change already at the doorstep?

Our recent research found that 80% of employees trust an organization more when communication is transparent, but one impact of overlapping change is that it is hard to keep up. We may not want to keep information from employees; we feel like we are doing all we can – but too many changes can lead to confusion, misunderstanding and reduced morale and productivity. Here are some strategies to keep information flowing and prevent lost time and turnover.

1. Don’t wait until you know everything

During the early days of COVID shutdowns, part of what brought employees and leaders together was a shared state of uncertainty.

Leadership admitted they didn’t know what would happen next.

Employees appreciated the vulnerability and transparency.

Let’s learn from this experience with current changes. What do you know that you can share? And if you’re uncertain about the big picture – let employees know that too. As long as you will communicate updates as you accrue information, this strategy will work.

2. Be consistent in your cadence

Consistency can be tough to achieve – especially during times of change.

But when employees are left without information, they will fill in the gaps on their own and amongst each other, and the story they tell themselves – and each other – will be outside of your control. Tell people when you will tell them things, and then stick to that schedule.

Have you run out of time to create a buttoned-up communication? It’s better to send something short that includes basic updates than to miss a communication touchpoint.

3. Take time for managers

It can be easy to skip over the step of informing managers. They are in those roles because they are self-reliant, right?

That would work if they weren’t answering all the questions of their employees.

Getting managers on board can address all the hundreds of small scenarios you aren’t even thinking about – including potential situations that only such employees might see coming because of their positions.

Take time to keep managers in the loop and make sure they feel supported so they can, in turn, support their people and their customers.

4. Don’t shy away from tough questions

I once worked with a chain of ice cream shops. At one off-site event, they talked about how – only when things got tough – could they really show customers that they cared. They told stories of customers dropping cakes in the parking lot or placing an order for the wrong day. Or about how their staff was able to save the day when things went wrong and truly make a customer for life.

What are the questions you are worried you will get asked? Don’t avoid them, step into them.

Be prepared and transparent and you will stand out as a company that values employees – even when you don’t have all the answers or even the answers employees want.

4. Find opportunities to listen

No matter how good a communications plan is, you are only as good as the information you know. Is misinformation floating around? Are there questions you haven’t anticipated causing stress and anxiety? Have the recent changes impacted customers in ways you hadn’t expected? Look for ways to get this feedback. Open up meeting chats, hold in-person listening sessions, send out a survey. The sooner you know, the sooner you can address these issues in your consistent, transparent updates!

While change can be exhausting, and makes it tempting to let standards slide, the pain of well-handled change resolves quickly. Taking time to communicate well in the midst of change will ensure you can be quickly back to business and that you have space to prepare for the next, inevitable wave of change.

Learn more about how Reward Gateway | Edenred can support your organization’s communication strategy – no matter what’s going on – by reaching out to one of our friendly employee experience experts today!