Communicating change to employees: creating stability and direction

Most businesses report that they have made five big changes across their organisations in the past three years, and nearly 75% are expecting to make even more major changes in the next three years. All this change can stir feelings of uncertainty and apprehension among employees.

We believe there is a powerful trifecta that can greatly assist communicators in the task of communicating change to employees: authentic stories, a clear narrative, and genuine excitement for the future. By embracing these elements, organisations empower their workforce, foster unity, and turn change into a journey of transformation that leaves no one behind.

Providing a clear direction: how to create stability and direction for employees

Change without direction can lead to confusion and failure. A united and shared vision acts as a guiding beacon, leading employees through the journey of transformation.

Ofcom recently refreshed its brand and launched a new strategy to employees. Whilst the strategy and message initially landed well, there was a significant opportunity to build further engagement across the organisation. The annual employee meeting provided a flagship opportunity to create excitement and get the workforce fully invested in the strategy.

Helping employees align to the future

So how did we help employees get a clear understanding of what to expect over the next year? And how would they be empowered to contribute to the future of Ofcom?

• A hero video was just the trick to reach the workforce across the network. The video was launched at an all-employee meeting and live-streamed on their intranet to reach the entire internal workforce.
• Real employees were the focus of the video. The people of Ofcom helped to build authentic stories and an understanding of the strategy in action.
• The video celebrated the new brand look and feel, with a mix of animation and real footage showcasing the refreshed brand and creating energy and excitement for the future.
• We ensured transparency of message, with the simple narrative clearly outlining the benefits the new strategy would have on employees.

Embedding the strategy is ongoing, but realigning colleagues has helped the internal workforce feel more equipped and able to cope with changes in the future.

“AMAZING!  Thank you so much! Everyone who has seen it loves it. Please thank the team for such a great job!”

Creative Manager, Ofcom

Talk to us to find out how we can support you in offering stability and direction to employees through times of change.