How to Communicate Change: 10 Best Practices

Change is inevitable, but it’s often one of the most challenging aspects of organizational growth.

Whether adopting new technology, restructuring teams, or shifting company culture, how you communicate change can make or break the process. Change management is essential to any evolving business, but big and small changes are likely to face obstacles during their implementation.

Studies show that 70% of change initiatives fail due to poor communication and ineffective leadership. This emphasizes the importance of crafting a robust change management communication strategy that informs, engages, and empowers employees.

Unfortunately, many organizations fall into the trap of focusing too heavily on the logistical aspects of change and needing more communication, missing the key element that drives success: getting employees to share in the vision and enthusiasm for change.

Effective communication isn’t just about disseminating information; it’s about creating a dialogue, addressing concerns, and fostering an environment where everyone feels part of the journey. Without excellent change management communication, the change is destined to fail.

In this article, we discuss key strategies for effective change management communication that can help you navigate this complex terrain and ensure your organization adapts and thrives in the face of change.

Why Do You Need Effective Change Management Communication?

Effective change management communication directly impacts how smoothly an organization adopts a change. When employees are left in the dark or need clarification about the reasons behind a change, resistance naturally builds, leading to confusion and decreased morale. When communication is clear, consistent, and transparent, it fosters an environment of trust and cooperation.

Employees are the driving force behind any organizational shift, and their understanding of the change is key. If they grasp the purpose and benefits of the change, they’re much more likely to support and champion it. This means that communication isn’t just about informing people of what’s happening—it’s about engaging them in the process, addressing their concerns, and helping them see how the change aligns with their roles and the organization’s goals.

Effective communication also helps to manage the emotional aspects of change. Change can be unsettling, and employees often react with fear or skepticism. By communicating openly and empathetically, leaders can make employees feel heard and supported. This approach eases the transition and builds a more robust, more resilient organizational culture.

With effective change management communication, even the most well-planned initiatives can continue. It’s the bridge that connects leadership’s vision with the workforce’s execution, ensuring that everyone is on board and moving forward together.

How to Communicate Change to Employees

When implementing change, communicating the shift is just as important as the change itself. Effective communication ensures everyone is on the same page, understands the rationale, and knows what to expect.

Here are the steps to communicate change effectively in your organization:

1. Assess the need for change: Start by clearly understanding why the change is necessary and what specific outcomes you aim to achieve. This assessment forms the foundation of your communication and helps align the message with your organizational goals.
2. Develop a clear message: Define the core message that explains what’s changing, why it’s happening, and how it will benefit your organization. Ensure this message is simple, clear, and consistent across all communications.
3. Identify your audience: Determine who needs to hear the message. Segment your audience based on their roles, departments, and how the change will impact them. This allows you to tailor your communication to address the specific concerns of each group.
4. Select communication channels: Choose the most effective channels for delivering your message. This will depend on the audience and the nature of the change.
5. Prepare and train leaders: Ensure managers and leaders are fully informed about the change and prepared to discuss it with their teams. They should be ready to answer questions, provide support, and act as ambassadors for the change.
6. Launch the communication: Announce your organizational change using the selected channels. The initial communication should cover all key points and set the tone for future updates.
7. Provide details and context: After the initial announcement, follow up with more details about the change, like timelines, processes, and new responsibilities or expectations.
8. Engage with employees: Create opportunities to ask questions, provide feedback, and discuss their concerns. This could be town hall meetings, 1:1 discussions, or online forums where dialogue is encouraged.
9. Monitor the response: Track how the communication is being received and whether or not employees are engaging with the change. Adjust your communication strategy as needed based on feedback and the effectiveness of the initial communications.
10. Reiterate and reinforce: Reinforce the message through regular updates and reminders as the change continues. Repetition ensures that the message stays in mind and that employees remain aligned with the change.
11. Support and follow-up: Offer ongoing support to help employees adapt to the change. This could include training sessions, resources, or access to tools like Whatfix that provide real-time guidance. Follow up with additional communications to celebrate milestones and address any remaining concerns.

Download our free change management template to implement effective change for your organization!

8 Effective Channels to Communicate Change in the Workplace

The best communication channel for announcing a change depends on the type of change. Consider whether it’s a customer or employee-facing change, positive or negative news, and how it will impact the organization or specific team. Doing so will help you choose the appropriate medium to announce the change:

Here are a few most common and effective change communication challenges to consider:

• Team meetings
• 1:1 meetings
• Email
• Slack, MS Teams, or other internal communication tool
• Intranet
• Company town hall or all-hands
• Video recording
• Event

1. Team meeting

Call a team meeting for change announcements that impact a specific team. Employees will feel more comfortable with the intimate dynamic and have the opportunity to ask questions.

Examples of change announcements to make in team meetings include:

• Migrating to a new system
• Introducing a new team manager
• Announcing a restructure of the team

2. 1:1 meetings

1:1 meetings are a powerful tool for communicating change because they allow for personalized, direct conversations. In these meetings, managers can tailor their messages to address the specific concerns and needs of each employee, creating a more meaningful connection. This setting also encourages employees to ask questions and voice concerns in a private, comfortable environment, which can lead to more honest and productive discussions.

These meetings are beneficial when dealing with sensitive changes or when an employee’s role is significantly impacted. By discussing the change one-on-one, managers can provide reassurance, clarify expectations, and help the employee see how the change aligns with their individual goals and career path. This approach not only fosters trust but also helps build commitment to the change, as employees feel heard and supported personally.

3. Email

Email communication remains one of the most professional and direct methods of communication within an enterprise. It’s best suited for formal announcements about significant company policy, leadership, or strategic direction changes. It allows the sender to craft the message and present complex ideas clearly and carefully.

An email is the best way for internal employees to announce changes such as a new CEO or significant restructuring within the organization. For customers, changes like pricing modifications, terms of service updates, or the introduction of a new product line could be communicated via email. Emails can be personalized, scheduled, and tracked, and receiving feedback or questions directly from the recipients is convenient.

4. Slack, MS Teams, or other internal communication tool

Slack, MS Teams, and other internal communication tools provide a more informal, instantaneous medium for communication. These tools are best suited for minor, quick updates or reminders and for fostering discussion. For example, a team manager might announce a shift in project direction or adjust deadlines.

Slack is great for keeping teams in the loop about ongoing changes in real time, especially if the change is iterative or collaborative. It’s less suitable for customer-facing communications unless the customers are part of a Slack channel or workspace for a more collaborative or ongoing relationship.

5. Intranet

Your company intranet is a valuable communication tool for change announcements that require detailed explanations or reference materials, like updated policy documents or new training materials. A great example of an employee-facing change announcement would be the roll-out of a new software system or changes to HR policies.

Intranet pages can host various content types, such as videos, PDFs, FAQs, and more, and can be updated regularly as changes progress. Customer-facing announcements are less common on intranets, as they are generally internal tools.

6. Company town hall or all-hands

Company town halls and all-hands meetings are an excellent opportunity to communicate significant company changes that affect the entire organization or involve strategic shifts. Leaders can present the change, explain its reasoning, and discuss its implications. Employee-facing examples include merger announcements, financial updates, or unveiling a new company vision or mission statement. This setting allows for two-way communication and immediate Q&A. It isn’t typically customer-facing, but specific changes, like company-wide sustainability commitments, can be shared externally after the internal meeting.

7. Video recording

Video announcements combine visual and audio communication advantages, making it easier to deliver complex messages. They’re best for changes requiring a detailed walkthrough or demonstration, or when the company wants a more personal, humanized message.

An example of video change communication would be a step-by-step guide to a new software tool for employees. For customer-facing changes, this medium is perfect for introducing a new product, demonstrating how it works, or even explaining modifications to your website or app interface.

8. Event

Events are great for celebrating milestones or launching significant changes or innovations, bringing a sense of spectacle and engagement to the announcement.

For employees, this could be a launch party for a new product or office opening. For customers, a major product launch event or user conference would be an ideal way to announce and demonstrate changes, particularly for companies with a large public following. Events can generate buzz and allow for direct interaction between the company and its stakeholders.

10 Best Practices For Effective Change Management Communication

Implementing change within an organization is never easy, but how you communicate that change can make all the difference. Effective change management communication ensures that everyone in your organization understands, supports, and engages with the change process.

Here are 10 tips to effectively manage communication with your entire workforce during change projects:

1. Empower employees with knowledge

One of the most powerful ways to facilitate a smooth change process is by empowering your employees with the proper knowledge. This goes beyond just giving them information about the upcoming changes; it involves equipping them with the tools, resources, and training necessary to thrive in the new environment.

For instance, consider offering:

• Workshops and training sessions: These can be tailored to specific roles within the organization, ensuring every employee has the skills they need to adapt.
• Online resource libraries: Provide access to videos, manuals, and FAQs that employees can consult at their own pace.
• Ongoing support: Create channels where employees can ask questions and receive timely answers, whether through a dedicated Slack channel or an intranet forum.

Employees who feel prepared and knowledgeable are significantly more likely to engage with and support organizational changes. When employees are confident in their ability to navigate the new landscape, resistance drops, and productivity remains high. Empowering your workforce with knowledge eases the transition and fosters a culture of continuous learning and adaptability.

2. Encourage peer-to-peer communication

Peer-to-peer communication is an often underestimated yet highly influential component of change management. Fostering an environment where employees can openly discuss changes with their peers encourages a sense of shared understanding and support.

To enhance peer-to-peer communication within your organization, consider the following strategies:

• Peer mentoring programs: Pair experienced employees with those who may need more support during the transition. These mentors can provide both technical assistance and emotional reassurance, helping colleagues navigate the change more smoothly.
• Dedicated communication channels: Set up platforms like Slack groups or discussion forums specifically for discussions about the change. These spaces allow employees to ask questions, share experiences, and collaborate on solutions, fostering a sense of community.
• Peer-to-peer training sessions: Encourage knowledgeable employees to lead informal training sessions or workshops. Learning from a peer can often feel more approachable and relatable than top-down instruction.
• Recognition ofpeer support: Acknowledge and reward employees who actively engage in supporting their peers during the change. This not only reinforces the value of peer-to-peer communication but also motivates others to get involved.

Peer influence is a powerful driver of behavior, making these strategies essential tools for managing change effectively. When employees feel supported by their peers, they are more likely to embrace change and contribute to a positive organizational culture.

3. Use multiple communication channels

Effective communication during times of change requires more than just choosing the right words—it demands multiple communication channels to ensure that your message is received and understood by everyone in the organization. Each employee absorbs information differently, and by diversifying your communication methods, you can reach a broader audience and cater to various preferences.

Instead of relying on a single medium, blending different approaches is essential. Doing so empowers you to:

• Reach a wider audience: Different channels cater to different preferences, ensuring that all employees, from visual learners to those who prefer written content, receive the information they need.
• Enhance message retention: Repetition across various formats helps reinforce the message, making it more likely to stick and be understood.
• Build trust and transparency: Consistent messaging across channels builds trust, as employees feel informed and included in the process.

By embracing a multi-channel communication strategy, you can ensure that your message is clear, consistent, and reaches everyone in the organization, ultimately leading to a smoother and more effective change process.

4. Address individual impacts and benefits

When communicating change, it’s essential to consider how it will impact different employees and teams within your organization. People are more likely to engage with and support changes when understanding how it directly affects their roles. To make your communication resonate, tailor your messages to highlight the specific impacts and benefits that each group will experience.

A practical approach is to focus on two key questions that employees are likely asking themselves: “What’s in it for me?” (WIIFM) and “What does this mean for my role?” (WDIMTM). By addressing these questions, you can help employees see the relevance of the change to their specific situation, making the transition smoother and more understandable.

Consider the following when addressing individual impacts and benefits:

• Impact on daily tasks: How will the change alter their daily responsibilities? Will they need to learn new skills or tools, or will their workflow remain mostly the same?
• Career development: Can the change open up new opportunities for growth or career advancement? Will employees gain valuable experience or certifications as part of the transition?
• Support and resources: What resources will be available to help them adapt? Will there be training sessions, online guides, or dedicated support teams to assist during the change?
• Benefits to their role: How will the change make their job easier or more efficient? Will it remove redundancies, streamline processes, or enhance their ability to meet goals?

5. Anticipate and prepare for resistance

Change, even when necessary and beneficial, is often met with resistance. Resistance to change is a natural human response to uncertainty, and recognizing this early on can help you manage it more effectively.

People tend to experience a range of emotions during change, similar to the stages outlined in the Kübler-Ross Change Curve, which includes denial, anger, bargaining, depression, and eventually acceptance. These emotional reactions can emerge at different times and vary in intensity among individuals. Understanding this helps you approach the situation with empathy, allowing you to address concerns in a way that acknowledges the emotional impact of the change.

Before announcing any change, it’s crucial to anticipate potential objections. Start by mapping out possible sources of resistance. Consider conducting a force field analysis, which helps you identify the driving and restraining forces around the change. For example, if you’re transitioning from one software system to another, employees might resist because of the learning curve involved or fear of inefficiency during the transition period. Managers might be concerned about the time required to train their teams or the initial drop in productivity.

To mitigate these concerns, be proactive. Develop a response plan that includes:

• Gradual implementation: Plan a phased rollout of the change to give employees time to adapt. Try introducing the new system over a few months rather than abruptly switching.
• Comprehensive training: Offer employee training sessions and resources, such as in-app guidance or walkthroughs, to ensure everyone feels supported throughout the transition. This reduces anxiety and helps employees feel more confident in adapting.
• Open communication: Address concerns directly by explaining why the change is necessary and how it will ultimately benefit the team. Use clear, empathetic communication to dispel fears and build trust.
• Celebrate progress: Recognize and celebrate small milestones along the way to keep morale high and reinforce that the change is moving in the right direction.

By preparing for resistance and addressing it head-on with empathy and clear communication, you can guide your team through the change process more smoothly and help them reach a place of acceptance and commitment.

6. Actively listen and gather feedback

Change management communication needs to flow both ways. You may believe you’ve designed the most significant change implementation process of all time, but if you aren’t listening to the people the change affects, you’ve already failed.

It’s possible to remain firm in your decision to change while allowing those affected to weigh in on how it will be implemented. Use any one of these communication channels to gather feedback:

• Meetings, particularly in smaller groups so that you can answer WIIFM and WDIMTM
• Online chats or forums, encouraging group discussions to address common concerns
• Surveys during the transition, checking on reactions to the change throughout the process

Allowing your employees to influence the change process greatly increases enthusiasm and commitment to the change. Based on the change feedback you receive, be open to altering your initial implementation change management plan. Remember, the same destination can often be reached via multiple routes.

Remember that conversations about the change may need to happen several times—repetition is not bad when it comes to change management.

7. Highlight alignment with company values

Aligning the change with your organization’s core values is crucial for gaining employee buy-in and ensuring the change is perceived as meaningful and necessary. Employees need to see how the change fits within the company’s mission and long-term goals.

Key steps to achieve this might include:

• Connecting the change to company values: Clearly articulate how the change supports and enhances your company’s values. For example, if innovation is a core value, explain how the change fosters new ideas and keeps the company competitive.
• Using real-life examples: Share stories of how previous changes aligned with company values and led to positive outcomes. This reinforces the message and provides a blueprint for how current changes can succeed.

When employees see that a change is consistent with the organization’s values, they’re more likely to support it. This approach helps to create a sense of continuity and purpose, even in the midst of significant transitions.

8. Customize communication for all organizational levels

Effective change communication must be tailored to meet the needs of different organizational levels. What resonates with senior management might not be as relevant to frontline employees, so it’s crucial to customize your message accordingly.

For example:

• Senior leadership: Provide high-level overviews focusing on strategic goals, financial implications, and long-term benefits. This audience is more interested in the “why” behind the change and how it aligns with the company’s overall direction.
• Middle management: Focus on the implementation details, such as timelines, resource allocation, and how the change will affect team dynamics. Managers need clear instructions so they can lead their teams effectively through the transition.
• Frontline employees: Offer practical guidance on how the change will impact daily tasks and responsibilities. This group requires specific, actionable information that they can immediately apply in their roles.

By tailoring your communication to each group, you ensure that everyone in the organization understands the change from a perspective that is relevant to them.

9. Leverage storytelling for emotional engagement

Storytelling is a powerful tool for emotionally engaging employees during a change process. Stories help make abstract concepts tangible and relatable, which can be particularly useful when communicating complex or potentially unsettling changes.

Here are some ways to leverage storytelling during change:

• Success stories: Share examples of how similar changes have positively impacted other teams or organizations. Highlight the challenges and the solutions that led to success, showing that the journey, while challenging, is ultimately rewarding.
• Personal narratives: Encourage leaders and employees to share their personal experiences with change, focusing on how they overcame obstacles and what they learned along the way. These stories can inspire others and create a sense of shared experience.
• Visual storytelling: Use videos or infographics to tell the story of the change in a compelling and engaging way. Visual elements can help to simplify complex information and make it more accessible.

Storytelling can significantly enhance the effectiveness of change communication by creating an emotional connection with the audience. When employees can see themselves in the story, they are more likely to engage with the change and contribute to its success.

10. Acknowledge and celebrate small wins

Celebrating small wins is a crucial strategy for maintaining momentum and boosting morale during any change process. When employees see their efforts recognized, it reinforces the positive impact of their contributions and keeps the team motivated to continue pushing forward. Change can often feel overwhelming, and without acknowledgment of progress, employees might lose sight of the ultimate goal or feel discouraged by the challenges they face.

To keep the energy and motivation levels high, it’s important to celebrate milestones, no matter how small they may seem. This could involve something as simple as giving a shout-out to a team that has successfully adapted to a new process or recognizing a department that has met a key project milestone. These celebrations don’t have to be grand or elaborate—a simple mention in a team meeting, a feature in the company newsletter, or even a small reward like a gift card can show appreciation and encourage continued effort.

Ways to celebrate small wins:

• Public recognition: Highlight achievements in team meetings or company-wide communications. This not only boosts morale but also sets a positive example for others.
• Visual progress tracking: Use tools like dashboards or progress charts to visually represent how far the organization has come since the change was implemented. This helps employees see the tangible progress being made and understand how their work contributes to the bigger picture.
• Simple rewards: Offer small tokens of appreciation, such as a team lunch or a personal thank-you note. These gestures show that leadership is paying attention to individual and team efforts.

Celebrating small wins plays a crucial role in change management communication by ensuring that the communication remains dynamic, positive, and aligned with the change objectives, making it a vital part of any effective change communication strategy.

CHANGE MANAGEMENT COMMUNICATION FAQs

1. Why is communication so important in change management

Communication is critical in change management because it helps ensure that all employees understand the change, why it’s happening, and how it will impact them. Effective communication reduces resistance, builds trust, and aligns everyone with the change goals.

2. How can I effectively address employee concerns during a change?

To address employee concerns, create open channels for feedback and ensure that communication is a two-way process. Listen actively, provide clear answers, and tailor your messages to address specific concerns, such as “What’s in it for me?” and “What does it mean to me?”

3. What are the best channels to use for communicating change?

The best communication channels depend on the nature of the change and the audience. Options include team meetings for direct discussions, emails for formal announcements, and tools like Slack or MS Teams for ongoing updates. Using a mix of channels ensures the message reaches everyone effectively.

Change Clicks Better With Whatfix

Navigating organizational change is always challenging, but effective communication can make all the difference. A solid communication plan at the core of any successful change management strategy ensures everyone involved understands, accepts, and feels part of the change. This is where Whatfix becomes a valuable partner in your change management efforts.

Whatfix isn’t just about facilitating communication—it’s about ensuring your team is supported at every step. Whether implementing new technology, restructuring teams, or rolling out new processes, Whatfix offers personalized, real-time guidance within the applications your employees use daily. This means fewer disruptions, less confusion, and a smoother transition to the new way of doing things.

Here’s how Whatfix can help make your change management communication more effective:

• Contextual guidance: Whatfix provides real-time help within the app, guiding users through new processes without disrupting their workflow.
• Interactive walkthroughs: Employees get hands-on experience with new tools and procedures, making embracing and adapting to changes easier.
• In-app messaging: Communicate updates and important changes directly within the tools your team uses, ensuring everyone stays informed.
• User analytics & feedback: Understand how employees are engaging with the changes and gather feedback to refine your communication strategies.
• On-demand support: Whatfix allows users to access help when they need it, reducing frustration and helping them stay on track during the transition.

By integrating Whatfix into your change management communication plan, you’re not just informing your employees about the changes—you’re guiding them through the entire process. This approach helps reduce resistance, build confidence, and ultimately leads to more successful and sustainable change initiatives. To learn more about Whatfix, schedule a free demo with us today!