Transforming Change into Opportunity from a Corporate Communications Perspective

By Bevin Setliff, EVP, Head of Corporate Practice

In the ever-evolving landscape of business today, change is not just a constant-it's an accelerating force. As the leader of our corporate practice at Golin's HQ, my team and I have the unique opportunity to observe, guide, and shape how organizations navigate uncertain times to ensure their workforce remains engaged. Our focus isn't merely on managing change; it's about architecting strategies that help our clients show their organization the opportunities that exist within every transition.

The Power of Perception in Change Management

One of the most crucial insights we've gained is this: when employees can clearly see the potential for growth and advancement within a change initiative, their engagement soars. This shift in perception doesn't just ease the transition-it catalyzes it, focusing team energy on the critical tasks that drive successful transformations.

But how do we cultivate this perspective? Here are six key principles that have proven invaluable in our change management work with clients across various industries.

1. Clear and Frequent Communication: In times of change an absence of communications leads to fear and uncertainty. This doesn't mean you need to have the answers to every question, nor do you always have to put a positive spin on what you communicate. Instead, share the future vision and explain the reasons for the change. Develop a change narrative that addresses the "Why," "What," and "How" of the transition. Repeat this narrative consistently across multiple channels.
2. Lead by example: Demonstrate adaptability and a positive attitude towards change. Many times, change is met with resistance. If employees don't see their leaders embracing new ways of working, they may adopt a "wait and see" attitude rather than adapting new ways of working. Remember, employees want to hear from leadership during times of change.
3. Empower your employees: People are always more willing to try something when they feel they've been involved in the creation of it. Provide opportunities for employees to share their thoughts and you may be surprised at the valuable insights they share. Consider holding informal gatherings where leadership can answer questions and learn from the experience of the individuals who work at the organization they lead.
4. Provide support and resources: Often change necessitates new skills and ways of working. Provide your team with the tools and training they need to navigate the transition. Showing your teams that you are committed to their development will go a long way in helping them believe in the positive opportunity that lie ahead.
5. Celebrate small wins: Once you've communicated the timeline to achieve the desired future state, make sure to provide progress updates and celebrate small wins that will happen during the journey. Acknowledge progress and recognize individual contributions to maintain momentum and motivation. Recognition and small celebrations will go along way in keeping morale high and keeping your teams engaged.
6. Practice Being Agile and Patient: Change is hard. Remember that nothing happens seamlessly, we all make mistakes, and sometimes condition beyond our control impact what we do. Effective change communication requires empathy and a willingness to change direction when necessary. Being able to pivot and be transparent in sharing why changes were made will help others feel empowered to try new things.

In our corporate practice at Golin we work with clients of all sizes, in all parts of the world, across multiple industries. Our expertise in crafting the best messages, choosing the right channels, and designing programs that encourage dialogue, allow us to remove much of the fear and resistance that often surrounds change and create a clear vision of the opportunities that lie ahead.