Poor communication is often cited as a reason why change management initiatives fail and wither away. However, it’s seldom due to a lack of messaging but rather how you communicate.

ONENIQ co-founder Reshna Ramgovind discusses pitfalls in traditional change management communication and explains how it can be.

Ignoring vision
With a heavy focus on timelines and logistics, the “why” is often ignored or understated. Without understanding, employees switch to scepticism and self-interest.

Box-Ticking
Communication tends to be downward, following box-ticking rather than creating engagement and a forum for dialogue.

Information Vacuum
Delays between messaging creates anxiety, speculation, and rumours. Frequency is key.

Relatability
Corporate jargon creates a gap between employees and the leadership at a time when they should be as one. Lose “Pivoting”, “Circling back”. “Drill down” “Scale”, “Pain point” and all the other cringeworthy buzzwords that your employees must endure.

Illusions
This is not a political game, so don’t paint rosy pictures if the reality and experience is different because the credibility and sincerity of the entire change management plan will fall apart.

Emotional dynamics
Change is a human journey and emotions are heightened, and your choice of words must recognise this by understanding neurolinguistics.

Company sensitivities
Before developing a change management communication strategy, take everything into account as this informs employee attitudes and behaviour. Did employees get bonuses or salary increases? Is it an inclusive environment? Which company values are most relevant? How did they respond to previous change? What is the leadership style? These are a few considerations but, in a nutshell, what sensitivities and dynamics do you need to consider before drafting an employee communication strategy.

“A fundamental change from ONENIQ is an understanding that employees form a market which you must sell to. Treat a change project as a desirable new product, using HR as market research analysts; and brand and marketing specialists to build trust, influence attitudes, shape perceptions, encourage trial, and drive acceptance and product purchase, change”.

Reshna Ramgovind
ONENIQ Co-Founder
Contact abby@oneniq.co.za
oneniq.co.za

ONENIQ is a change management consulting company currently focused on employee adoption to transformative technology and organisational culture change.