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You’ve probably heard people say, “culture is the glue that keeps companies together.”
But what exactly does that mean? And why does it even matter?
I’ll explain with a story.
In 1975, Kodak missed its opportunity to double down on digital photography. Although the company invented the first digital camera, the team behind it was hesitant to fully embrace this innovation.
Their corporate culture, deeply rooted in traditional film photography, stifled any change towards digital. Employees were neither adequately informed nor prepared for the transition. When competitors advanced with digital technology, Kodak struggled to keep up, ultimately leading to its downfall in 2012.
As they say, the future is blurry, but hindsight is 20/20.
That’s why nowadays it seems obvious where it all went wrong for Kodak. It’s not one of those cases where the company prioritized tech over people. On the contrary - it listened to its people (they were simply wrong).
What Kodak really should have done was use the insights gleaned from conversations to develop a Change Marketing program that would have given employees a role in the transformation (plus the opportunities to gain new digital skills along the way).
Had it done that, perhaps it could have swam with the tides of change, not against the current.
Don’t get Kodak’ed.
The company’s failure underscores the importance of effective communication in driving change within an organization. It’s all about demonstrating the personal benefits employees stand to gain from learning the ‘new way.’
Had Kodak spent more time explaining the market forces and consumer trends and translated that to how it would impact employees, they would have convinced the few who would convince the rest.
Here are some essential strategies for communicating change to employees:
Begin by clearly explaining the reasons behind the change. Employees need to understand the purpose and benefits of the change for the organization and themselves. This not only helps to build a sense of urgency and importance, it effectively aligns your employees’ goals with that of your company. This is critical.
People don’t just work for a paycheck; they want to feel that their work has purpose and that they are part of something bigger. When you communicate the "why," it resonates on a personal level, making employees more receptive and motivated to embrace the change. It's about connecting the change to the organization's mission and the individual’s role within it.
Ensure that leaders are visibly committed to the change. Active involvement significantly influences employee acceptance and support.
When leaders walk the talk, it sends a powerful message. Leadership engagement is crucial because employees look to their leaders for cues on how to react to change. Leaders should not only support the change verbally but also demonstrate it through their actions. This top-down commitment fosters a culture of trust and reliability.
Utilize the various communication channels your employees prefer to reach them all. This includes emails, slack, weekly chats and face-to-face interactions. Different people prefer different methods of communication - it’s (Change) Marketing 101.
In today’s diverse workplace, a one-size-fits-all communication strategy won’t cut it. The reality is that internal comms are usually hindered by tired internal channels. So, maximize the channels you have (things like email and town halls can still be done with excellence), but also experiment with new channels that align to employee preferences. Employees generally prefer to receive change information from their managers, so focus on equipping them to deliver the message rather than just sending out an email.
By experimenting with multiple channels, you ensure that your message reaches everyone, regardless of their preferred method of communication. This approach also reinforces the message through repetition and varied formats, making it more likely to be retained and acted upon.
Openly discuss the potential challenges and impacts of the change. Transparency builds trust and helps employees feel more prepared for the transition.
Honesty about the difficulties ahead can prevent rumors and reduce anxiety. When employees understand the challenges, they are better equipped to handle them. Transparency also includes acknowledging what you don’t know yet and committing to keeping everyone informed as new information becomes available.
Offer training programs and resources to help employees adapt to the change. Continuous support ensures that employees feel competent and confident in their new roles or systems.
Investing in training demonstrates that the organization is committed to its employees' success. This support can take many forms, from formal training sessions to on-the-job coaching and online resources. Continuous learning opportunities make the transition smoother and empower employees to take ownership of their roles in the new environment.
Create avenues for employees to voice their concerns and suggestions.
Feedback mechanisms help identify and address issues early on, fostering a collaborative environment.
Feedback loops are essential for understanding the pulse of the organization during times of change. Regularly soliciting and acting on employee feedback shows that their opinions are valued, fostering a culture of inclusiveness and continuous improvement. It also helps in identifying unforeseen challenges and adjusting strategies promptly.
Acknowledge and celebrate small wins during the change process. Recognizing progress boosts morale and reinforces the positive aspects of the change.
Celebrating milestones keeps the momentum going and provides motivation. These celebrations don’t have to be grand; even small acknowledgments of progress can make a big difference. They serve as reminders that the change is moving forward and that collective efforts are paying off.
Examples include a simple ‘shout out’ in your company channels, a formal recognition program that is controlled by peer votes (not managers) to democratize praise, and sweet hand-written notes. In a world of digital, analog will gain value. Some of the best CEOs write 20 handwritten notes a day.
Change can certainly happen in a moment of epiphany. The moment you let go of your daughter's hand at the altar. The stomach drop when a terrible event first happens. A passage in a book that changes everything. But more often, change happens over time as a body of evidence grows.
Keep reinforcing your change message over time. Regular updates and reminders help maintain momentum and commitment.
Change is a journey, not a one-time event. Continuous communication ensures that the change isn’t just a priority, but a first-order necessity like water or food. Take a company like Google for instance - they don’t complain about change, they make the change. Fuel your employee’s inner fire (and make sure you hire people with an incapacity to accept the status quo) to embed real, lasting change within your organization's culture over time.
By implementing these strategies, organizations can effectively communicate change, ensuring that employees are informed, engaged, and supportive throughout the transition. This approach not only smooths the change process but also strengthens the overall corporate culture, aligning everyone towards common goals.