3 Strategies for Leaders to Impactfully Communicate Change
Organizational change is inevitable in today’s fast-paced world. In fact, an organization’s ability to adapt to change and become change-resilient is crucial for its survival and long-term success. There are several examples of companies that didn’t keep up with the changing times and therefore no longer exist.
Going through change is difficult. To ensure change efforts are successful, communicating effectively is paramount.
Exploring change from a neuroscience perspective.
The way we are wired has a profound impact on how we perceive change. Understanding that better, can help communicate impactfully and alleviate some of the stressors around change.
Our brains have two main responsibilities: to respond to threats and to seek rewards.
Way back when our ancestors were being chased by a lion or a tiger, our brains needed to be able to make quick decisions to keep us alive. They constantly interpret and try to make sense of what’s going on around us to predict any threats and to be ready for fight, flight, freeze or appease.
Our brains seek reward in the form of certainty. When we are in an environment or situation that is comfortable and familiar, our brains run on “autopilot” by using the neuropathways that were created by repeating an activity, which allows us to focus and perform. In fact, our brains prefer certainty about a bad outcome over uncertainty about a good outcome. It’s the same as wanting to leave a toxic job or relationship but staying because at least we know what we’re dealing with (until something happens that ultimately demands a change).
Unsurprisingly, our brains are much more sensitive to threats than rewards. Being chased by a predator is a matter of life and death, whereas food and shelter are secondary. Our body responds instantly to threats, our heart rate increases and blood flows from the prefrontal cortex, housing our executive functions, into the muscles to get ready for fight or flight. Our experience is much more intense, and the response lasts longer.
Our brains don't like change.
Our brains haven’t evolved much since those days in the savannah. While an encounter with a sabretooth tiger is unlikely, our brain perceives anything it cannot predict as a potential threat to our safety and wellbeing. That’s why our brains don’t like change.
If change is omnipresent and poorly managed, our brains (and bodies) are in constant fight or flight mode. Eventually, this can take a toll on people’s (mental) health and wellbeing and consequently on organizations’ effectiveness.
Organizational change often comes with a lot of uncertainty. To help our brains feel “safe,” and support employees during times of change, consider the following three strategies when communicating change:
Be transparent, clear, and specific: Provide as much information about why the change is happening, what it means for the team or organization, what the expected outcomes are (remember the preference for certainty about a bad outcome vs uncertainty about a good outcome!), what the timeline looks like and what the decision-making process is. The latter is particularly helpful if you can’t discuss all the details yet, at least share a roadmap to provide some certainty.
Communicate regularly and consistently: Regularly communicate updates and progress on the change, providing employees with a clear understanding of what is happening and what is expected of them. Consistency helps to build trust and credibility. When employees receive consistent messaging, they are more likely to feel confident in the change and in their ability to adapt to it.
Encourage feedback and questions: Impactful communication is a two-way street, encourage employees to provide feedback and ask questions about the change. This will help to identify concerns and objections early on. Encouraging feedback and questions also shows employees that their opinions and input are valued, which can increase motivation and engagement. Provide multiple communications channels including town halls, surveys, team- and 1:1-meetings.
It's important to remember that our threat response is hardwired in our brains and that change triggers that response. As a good leader, you can help your people go through change with less stress and anxiety by utilizing the communications strategies outlined above.
Don’t worry about sounding professional. Sound like you. There are over 1.5 billion websites out there, but your story is what’s going to separate this one from the rest. If you read the words back and don’t hear your own voice in your head, that’s a good sign you still have more work to do.
Be clear, be confident and don’t overthink it. The beauty of your story is that it’s going to continue to evolve and your site can evolve with it. Your goal should be to make it feel right for right now. Later will take care of itself. It always does.
