|
Communicating Change
& Other Issues To Employees
An Article by Stephen R. Clark
Information channeling
Do you get all of your information
from a single source? Of course not!
Each day you get letters, phone
calls, e-mails, and faxes. You read newspapers and magazines, listen to the
radio, and look up information on the Internet. On TV, you check out the Weather
Channel, ESPN, and CNN. And you talk to people.
When there’s really big news,
you follow the story, reading and listening to the details over and over. The
more you want and need to know about something, the more sources you’ll search
out.
Do you think employees are any
different when it comes to getting company news?
One message, many sources
Studies have shown that employees
don’t want to receive all company information from only a single source. They
want different information from different sources for different reasons.
Information related to major
initiatives or changes in the company strategy, market approach, etc. is
received best when delivered first by the head of the company and senior
executives through all-employee meetings (live or virtual).
Specifics of how to connect “big
picture” information to their day-to-day work is best communicated through
direct supervisors.
Information about benefits,
payroll and such can come from the HR department in the form of brochures,
letters, etc. News about new technology tools, network upgrades, software
training, etc. is expected from the IS department through e-mails, and so on.
Checking the facts
Even if we we rely on a primary
source for most information, we’ll often validate it by seeking additional
details from other sources.
Employees do the same thing with
company news. To ensure that they have the correct information, to gain better
understanding, and to integrate it into their thinking, employees will look to a
variety of sources to check the facts. And they will discuss it among
themselves.
Important company messages need to
be repeated throughout the company consistently. They need to be reinforced in
department meetings and in other company communications. Every opportunity to
share knowledge needs to be exploited. This way, wherever an employee turns he
or she will get the same message.
Big events, big
communication
Communicating is always important.
When the company is implementing big changes, announcing a new strategy, going
through a budget crunch, or experiencing great success, effective employee
communication is essential to the health of the company.
Significant events can bring with
them fear, uncertainty, resistance, and lowered productivity. All of these and
other issues can be addressed and mitigated through clear, frequent
communication.
“Not communicating to
employees during major organization change is the worst mistake a company can
make... In periods of high stress and uncertainty, people fill communication
voids with rumor; rumors end up attributing the worst possible motives to those
in control; [however] communication lowers employee stress and anxiety even when
the news is bad. In other words, uncertainty is more painful than bad news.”
(Harvard Business Review, May-June 1996.)
Easing the pain of change
Any significant event brings
change. The type of event will determine the change needed. It could mean
changing perspectives, changing attitudes, changing policies, changing
processes, changing behaviors, or changing direction.
Change means letting go, defining
what’s over and what isn’t; marking endings and beginnings; acknowledging
losses; honoring the past; respecting but not indulging the emotions.
Moving forward requires
maintaining two-way communication and answering: What’s the vision? Why are we
doing this? How are we going to do this? What’s my role?
Clearly communicating during these
shifts can keep the focus on goals and objectives. Effective employee
communication efforts will create a “business literacy” where everyone
understands the what and why of the changes that are occurring.
What can you do?
As managers and supervisors,
communicating to employees is one of our most important tasks. Here are 12 steps
to help you be a more successful employee communicator:
• Communicate to and treat
employees as adults. They are.
• Get their attention
respectfully.
• Keep the message to the point
and make it fun.
• Use metaphors, analogies, and
examples for clarification.
• Exploit every opportunity to
communicate.
• Use multiple channels and
varied media. But avoid overwhelming.
• Repeat repeatedly (over and
over and over, tirelessly). Once is never enough.
• Walk the talk. Actions do
speak louder than words.
• Listen before answering.
Understand before being understood.
• There is no such thing as a
stupid question. Treat every concern with compassion and seriousness.
• Answer the “what’s in it
for me?” question clearly. Avoid mixed messages.
• Be truthful. Absolutely.
|
