Activating Change Communications: Effective Tactics in Times of Transition

hange is inevitable for every organization, but it doesn’t have to be confusing for employees.

Navigating change requires companywide alignment. When communication breaks down or the path isn’t clearly defined, resistance builds and transformation efforts stall. According to SHRM’s CHRO Priorities and Perspectives report, 39% of company transitions are unsuccessful because leaders fail to clearly define a destination and success factors along the way.

So how can HR leaders minimize overwhelm within a workforce?

In this article, I’ll expand on effective communication strategies for the following scenarios:

• Layoffs or Reductions in Force (RIF)
• Organizational Restructuring
• Launching New Initiatives

Let’s look at ways to create a welcoming environment for change and feel motivated to drive transitions forward—together.

Delivering Difficult News with Care

Even the most difficult business decisions can be handled with transparency and empathy. When layoffs occur, it’s natural for employees to turn to leadership for honesty, reassurance, and a sense of what comes next. Timely, coordinated communication across all departments helps preserve trust and employee morale.

Effective change management should always incorporate messaging for the CEO. Craft key talking points or scripts that give context—the “why” behind these difficult decisions—and present a clear path forward. Perfect for large company gatherings or pre-recorded video announcements, this type of communication presents the CEO as a relatable, empathetic leader for the company.

In tandem, the human resources department can ensure certain programs are in place to support the remaining staff. Remind workers of active benefits within the company’s employee assistance program from confidential counseling to stress management. This creates an environment of psychological safety and supports steady performance throughout the transition. Equip managers with clear talking points and materials that guarantee effective communication with their frontline staff during any transitional period.

Full Tilt routinely helps clients develop senior leadership and people manager communication toolkits, which is an effective workforce engagement tactic.

Creating Alignment Amid Organizational Restructuring

Let’s face it—humans are hardwired to resist change. Organizational restructuring challenges an employee’s sense of stability and purpose in particular. When a workforce feels left behind, disengagement and a loss of trust follow. In fact, more than 75% of companies fail at organizational change when leaders do not prioritize employees throughout the process.

In a recent article, we identified some of the best practices HR leaders can adopt during mergers and acquisitions. We touched on the following elements that can be applied to an organizational restructuring as well:

• Embracing the human element of change
• Acknowledging uncertainty early and often
• Nurturing the narrative of opportunity for employees (i.e. growth, career paths)

Updated organizational charts are ideal visuals for structural updates (i.e. job titles, hierarchy of direct reports, and communication pathways). Confirm job descriptions align with the expectations and big-picture goals set within this company restructuring. Consistent messaging from leaders at every level reinforces the rationale behind restructuring and helps employees see leadership as united and transparent.

Finally, assess the current skill set of the workforce and determine if there are any skill gaps across the organization. Regular check-ins between managers and their direct reports or monitoring the results of anonymous surveys can help determine the proper workplace training programs moving forward. Establishing feedback loops during the transition allows leaders to refine messaging, address concerns and maintain alignment.

Turning New Initiatives into Shared Momentum

Change is rarely intuitive. From culture programs to sales kickoffs, communication must activate excitement and purpose. Employees connect most when they understand how new efforts align with business goals while impacting them directly.

Full Tilt leverages multi-channel storytelling to reinforce a company’s mission and vision and build consistency across every layer of the organization. But it’s important to position any new initiative as a natural evolution versus a reaction, according to SHRM.

Any (or all) of the following communication methods can help guide teams toward successful transitions:

• Instructional materials: FAQs, training tutorials, and timely announcements across internal communication channels inform and reassure employees of a new initiative. Create easy access with scannable QR codes for monthly newsletters, flyers, or TV slides.
• Employee forums: Every employee processes change differently, so create an environment of open dialogue and counsel. This can be done virtually or in-person with a dedicated HR team member.
• Show Progress: For companies that use digital platforms for employee recognition, standout metrics such as number of shout-outs given since a program launch can entice engagement and trigger more buy-in from the staff.
• Encourage feedback: Anonymous employee surveys can also identify signs of change resistance while measuring employee sentiment.

From navigating stressful transitions to launching new initiatives, the way an organization communicates makes all the difference in change management. When employees feel informed and seen, they’re more likely to support and adapt to any organizational obstacle.

Ready to develop a communications strategy that is both transformative and engaging? Let’s start the conversation today.