How can your employees support your strategy if they don’t know the destination?
By Sally Pritchett
CEO
Strategic clarity shapes business success – and communication can make or break it.
If employees aren’t clear on where the business is heading, how can they help get it there or contribute ideas to move it forward?
According to the 2024 IC Index, almost one in five employees were not clear on their organisation’s strategy or how their performance could contribute to it. That’s hardly surprising when, according Harvard Business School only 28% of execs and managers can list their organisation’s top three strategic priorities.
Have we got lost in jargon and over-complication to the point where we’ve lost the golden thread? Or is the world moving so fast that yesterday’s strategy is no longer relevant, and we’re all simply trying to keep up?
Whatever is causing this disconnect, the result is the same. Strategies don’t fail because they’re wrong, they fail because they’re misunderstood.
This is where communication comes in. Effective and impactful communication can translate strategy into something meaningful and memorable for employees to get behind.
If strategy is the destination, communication is the map
A quick way to find out how well you’re communicating your strategy might be to choose a handful of randomly selected cross-functional and frontline employees and ask them to describe what your business is trying to achieve in one sentence. Then ask how their own role, work and performance contributes to that goal. And if you’re feeling brave, ask when they last thought of a way the business could get there quicker – and who they told.
Want to dig a bit deeper?
Take our Roadmap diagnostic – designed for internal comms professionals who want to understand what’s landing and where their strategy comms might need a boost. It only takes a couple of minutes and gives you tailored insight plus practical next steps.
We see the impact of clarity every day through our THRIVE methodology – our framework for helping organisations build fairer, healthier and happier workplaces through better communication. One of its six pillars is Roadmap – focused entirely on how people connect with your organisation’s direction and understand their role in getting there. If you’re struggling to make your strategy stick, this is a good place to start. Read more about THRIVE.
Need to build clarity and momentum around your strategy?
Exceptional workplace cultures don’t happen by chance, they’re built through intentional, inclusive and inspiring communication.
We can help you:
- Set your strategy up for success by developing a clear narrative with compelling language and simple, memorable stories
- Launch it with impact through creative internal campaigns that get people engaged from day one
- Keep it alive through behaviour change, leadership alignment and consistent, embedded communication
If you’re looking to scale up how you communicate your strategy and direction, there are three ways we can support you:
Activator – Have a story you need to tell? We help simplify complex ideas, shape strong narratives and build campaigns that bring everyone with you. Book a call to discuss your brief.
Pathfinder – Struggling for budget but need direction? Join our community of passionate changemakers and access free guides, tools and events. Sign up to join Work Wonders here.
Co-creator – Already have an in-house team or agency but need fresh thinking? Tap into our advisory services to bring in external perspective and energy. Let’s talk about your challenges, book a call here.
Overcoming the 'Strategy Struggle': engaging employees with new company strategies
By Sally Pritchett
CEO
Discover how to effectively communicate new strategies, boosting employee understanding and engagement.
As we approach 2025 and the end of many 5-year strategies, businesses are already gearing up to launch their 2030 strategies. Many senior leaders recognise the importance of crafting new strategies to navigate the fluctuating economic environment. Yet, effective communication of these strategies is just as crucial if they are to have any impact on the future of the business.
As Larry Fink, CEO of BlackRock, emphasises: “It’s never been more essential for CEOs to have a consistent voice, a clear purpose, a coherent strategy, and a long-term view.”
The Strategy Struggle is real
It’s clear though that communicating new organisational strategies in a way that resonates with the wider business can often be challenging.
The Harvard Business Review found that only 28% of executives and managers could list three strategic priorities – and that number is likely to be even less for employees in non-management roles.
Lack of clarity; poor communication skills; the fact managers are already juggling many other priorities – these can all mean that important strategic messages don’t trickle down or land in an impactful and memorable way.
And it’s not that employees aren’t willing to engage with strategic goals. Employees are eager to hear more about their organisation’s strategy rather than just its purpose and values. Clear and effective communication not only helps employees feel confident in the strategy but also boosts advocacy and retention, which is crucial in today’s competitive talent market.
So, if communication is the key to strategy success, how do you overcome these struggles and ensure your long-term strategy is heard, understood, and even felt?
How to make your strategy stick
The key lies in fostering a deep understanding and genuine connection to the strategy, ensuring employees are not only informed but also inspired and actively involved.
By building a solid foundation through clear communication and consistent reinforcement, businesses can create a cohesive, motivated workforce ready to embrace and drive strategic change.
Alignment and Understanding
- Define core objectives of the new strategy and ensure clarity of vision.
- Inspire and align leaders to gain their commitment.
- Create simple and consistent messaging around the strategy.
Engaging and Involving
- Develop an emotional connection through an authentic and human narrative.
- Actively involve employees in the strategy’s development to win their hearts and minds.
- Ensure leaders are equipped to drive and model the change.
Reinforcing and Sustaining
- Celebrate and recognize successes to maintain momentum.
- Share good news stories and best practices to establish the new direction.
- Provide opportunities for continuous improvement and adjust communications as needed.
Unlocking the Strategy House
One common tool for communicating strategy is the strategy house diagram, but this visual representation can often fall short in conveying central messages. These diagrams frequently suffer from poor, cluttered design, and a lack of clear hierarchy – failing to highlight the most essential elements of the strategy.
To be effective, strategy house diagrams must be thoughtfully constructed with the emphasis on core objectives and key messages. Keep the visual elements simple and ensure that each part of the diagram logically connects to the overall vision.
When done well, these diagrams can be powerful tools to help employees understand the company’s strategic goals.
It’s a journey, not a destination
It’s important for leaders to remember that implementing a new strategy is a journey that requires patience, consistency, and persistence in communication efforts. Throughout the process, continuous adjustment and adaptation of communications are essential to align with and support employees effectively.
Ultimately, the strength of a company’s future lies in its ability to build a cohesive, motivated workforce that is not only informed about the strategy but inspired to drive it forward. By prioritizing clear and consistent communication, businesses can turn strategic plans into tangible successes and pave the way for prosperity.
If you’re looking to develop impactful communications that will get your global workforce to engage with long-term strategies, we can help.