A recent study conducted by Willis Towers Watson (WTW) has underscored that most organisations fail to formulate strategies to communicate about changes in the workplace.
The study titled “Top pain points and transformative solutions in Change Management and Communication,” was conducted with participation from about 650 organisations worldwide, revealing that only 31% of organisations frequently develop an explicit communications strategy during significant changes.
Sanjay Kedia, Country Head, Marsh India, highlighted, “In this fast-paced global business environment, change is inevitable. Effective communication of these changes is paramount to ensure smooth transitions and avoid unnecessary confusion and fear among employees.”
The report affirms that over 69% of the organisations do not routinely create an explicit communication strategy when introducing significant workplace changes such as layoffs, corporate restructuring, merger acquisitions etc. Effective communication strategies can help manage employee expectations and reduce anxiety related to change.
The study further analyses the primary obstacles preventing organisations from developing effective strategies for change communication. Lack of proactivity in planning, absence of resources, and a dearth of skills to package and deliver the message appropriately are highlighted as the top problems.
“Change in the workplace can cause much upheaval. If managed poorly, it can result in reduced productivity, heightened levels of stress, job insecurity, and in some cases, increased staff turnover,” Kedia explained, “Strategic communication helps to maintain staff morale and motivation during challenging situations.”
One of the solutions proposed by the report is the incorporation of data analytics and digital tools to strengthen change communication. With just 19% of companies surveyed actively using data analytics in their communication strategies, the report indicates significant room for growth in this area.
Use of digital tools, like mobile apps and intranet messaging, can help make communication more personal and impactful. However, a mere 14% of corporations currently implement digital strategies in their change communication programs.
Alongside such use of technology, the report further emphasises the importance of engaging leadership in communicating change. Effective leadership communication can offer reassurance to employees and maintain stability during times of transformation.
As per the report, individuals leading organisations should be brought to the frontline of the change, communicating directly with the employees. Unfortunately, only 30% of organisations are effectively employing leadership communication, leaving a majority with ineffective leadership visibility during times of crucial workplace change.
WTW’s study also suggests that careful and gradual implementation of changes, giving employees time to adjust, is beneficial. Various coaching and training elements can be incorporated into the change process to prepare teams for transitions.
The report’s findings have prompted serious questions about current change management and communication approaches within organisations, deeming them insufficient and outdated. This could potentially call for a global reassessment of strategies engaged while communicating shifts in the workplace.
Jeff Skeen, senior consultant at Willis Towers Watson, emphasized the importance of strategic communication in his closing remarks, “Ignoring a strategic approach to change communication can derail even the most productive workplace change efforts. Companies must rethink their approach to change communication and management to stay successful and competitive.”
In a business world that is rapidly changing, it remains to be seen how businesses will undertake these necessary steps towards boosting their change communication strategies. The report makes it clear that a comprehensive, well-planned, and digitally inclusive communication strategy is a non-negotiable in today’s corporate climate.
Original Source: https://hrreview.co.uk/hr-news/strategy-news/most-organisations-lack-a-strategy-to-communicate-workplace-change/386828
