Communicating Through Change: Going Beyond the Initial Launch

Change is inevitable in today’s evolving business marketplace, as companies are competing with financial pressures, a challenging labor market, and unpredictable market shifts. In short, change is happening almost every day.  

How companies adapt and lead through change is essential for short-term sustainability and long-term prosperity. In a previous blog, we discussed how corporate change management efforts must adapt to remain competitive and keep workforces engaged and productive. Specifically, companies should align change communications with their values to provide clarity and connect to their mission.  

One challenge CHROs face is getting through the initial launch and making sure their foundational work continues to resonate with workers. In fact, we often see HR teams invest heavily in the rollout with assets like company-wide emails, CEO videos, and town halls, only to see their hard-earned momentum fade days later.  

In this article, we’ll discuss how CHROs can ensure their change efforts stick by developing a strategic, post-launch communications plan, avoiding change fatigue, and establishing a realistic and sustainable communications cadence.  

Investing in Post-Launch Change Management 

As discussed in our change readiness blog, companies that plan for change are in a much better position when it’s time to roll out messaging. However, many companies plan for the initial launch but then lose sight of what comes next. Once executive leaders announce the change, it’s critical to have a long-term communications plan ready to activate so workers are kept informed.  

CHROs can activate their plan and ensure messaging is delivered consistently and compassionately by partnering with middle managers – a company’s most trusted messengers – in the weeks and months post-launch. 

Provide middle managers with a formal toolkit of ongoing communications material: FAQ updates, insight into what’s next, language on how to handle dissent, etc. Comms toolkits empower middle managers and allow information to flow seamlessly from the C-suite to front line workers, building trust and adoption along the way.  

Also, create two-way feedback loops by administering pulse surveys, anonymous feedback forms, and focus groups to understand how the change is impacting employees – and where the messaging is falling short. Reporting learnings back to employees and how issues will be resolved are also critical in building adoption.  

Avoiding Change Fatigue 

Constant change also brings the likelihood of “change fatigue.” Workers facing regular pivots, new technology, and corporate restructuring are likely to feel overwhelmed at some point.  

This is where a strategic approach to quality over quantity becomes important. CHROs can structure the post-launch comms plan to ensure the right people are getting the right message. Send targeted emails to segmented lists (by department, role, or seniority level) so the message lands with the intended audience.  

Also, tailor each post-launch communication to specifically address the impact on each recipient. For example, focus a new software launch on how much time it will save employees each month, not just that it will improve the company’s bottom line.  

Keep employees informed, engaged, and productive during times of change by providing only the information they need and in a way that answers the “What’s in it for me?” question.  

Establishing a Sustainable Comms Cadence 

An effective, long-term communications plan is predictable, efficient, and sustainable. It’s important for CHROs to be realistic about resources and assets available to disseminate information.  

Our most successful clients integrate their change messaging into existing channels such as one-on-one meetings, internal newsletters, shift change huddles, and departmental meetings. This helps streamline the distribution of key updates and prevents employees from having to visit a separate platform for the latest information.  

We also recommend tracking channel metrics to gauge impact and adapt messaging accordingly. Email open rates, resource downloads, link clicks, and survey participation are all good metrics to analyze for impact.  

Successfully implementing change is a marathon, not a sprint. A strategic, long-term communications plan is the fuel that’s needed to sustain momentum and keep employees (and companies) moving forward. 

Are you ready to develop a long-term communications plan so your company can tackle its next change management effort with confidence? Contact us today.