5 skills you need to communicate change

©Davis & Company

1. Fact conqueror

Internal communicators have a knack for developing the blueprint better known as the communication plan. The best plans define success, identify key audiences, prioritize strategies, describe tactics in detail and establish a timeline.

Internal communicators ask lots of (tough) questions to uncover the essential facts that need to be communicated. Answers to these questions help articulate the change.

It’s no secret that internal communicators love shaping a story—a set of key messages—that clearly explains the situation. The story helps deliver consistent messages and focus on the right topics. And it provides employees with essential details.

Change is hard but you can make it easier if you involve an internal communicator right from the start. Why? An internal communicator wears many hats—each of which helps you address key aspects of change management.

You may not realize it, but data makes internal communicators feel warm and fuzzy. To understand how communication is performing, communicators regularly collect data through spot surveys, behavioral data and employee questions. The data is then used to adjust the plan, tweaking key messages or removing communication channels that are no longer useful.

3. Strategic planner

Use employee data to understand communication needs

2. Story king (or queen)

5. Data hugger

5 skills you need to communicate change

Employees often go to their leaders and managers with questions about change. That’s why communicators prepare leaders and managers by ensuring they understand: • The change • Their communication role • What the change means for employees • How to answer questions

For more information about employee communication, visit us at www.davisandco.com/services

4. Management coach

Tailor each email to specific needs. Make it relevant.

Only communicate what matters to me the most.

I want better targeted information. I get a flood of information and it is increasingly difficult to distinguish the important from the unimportant

What employees say

I want better targeted information. I get a flood of information and it is increasingly difficult to distinguish the important from the unimportant.

Focus on one topic/benefit per campaign

Run month-long campaigns

Use a mix of channels that convey consistent content: • Posters • Digital screens • Intranet ads • Social media posts • Desk drops • Postcards mailed to employees’ homes

Create short, concise and visual communication—think billboards and magazine ads

employees

say

What

Behavior

Demographics

Participation

Focus group feedback

Verbatims from surveys

Becky

Newbie lab tech

Lincoln

Site manager

Veteran sales worker

Amal

The first few weeks of onboarding can be very overwhelming for new employees, which limits time to dig deep on company offerings. Provide a benefits cheat sheet so employees can quickly find resources like who to call with questions about medical benefits or 401(k) contribution. Make it more memorable by turning it into a table tent or pop-up box.

Try these strategies:

Becky, the newbie

Communication profile

CREATE A CHEAT SHEET

How to reach Becky: Communicate total benefits during onboarding

• Just purchased her first home • Stays active with her two pups • Volunteers at a local animal rescue • Crushes it at SoulCycle • Enjoys networking with professionals • Started as a lab tech two months ago

• Pays close attention to communication • Is eager to learn about the company • Checks email often on a tablet/computer

Because Becky has a high desire to learn about the company and what benefits are offered, take advantage of the onboarding process to provide a big-picture view of your total program. Then give Becky guidance on how she can access information in the future. For example, explain what’s available on the portal and on key provider websites. That way, Becky will appreciate the value of company benefits and know where to go to find more details when she needs it.

THINK OUTSIDE THE BOX

Match new employees with a buddy that they can go to for questions

Create an onboarding welcome kit to capture the complete benefits package

Share resources for future questions, like contact lists and websites

Provide each employee with a statement of his or her individual benefits

MAKE THE MOST OF LUNCH

Head on over to the cafeteria and create placemats or tray liners highlighting your voluntary benefit menu. List menu items in logical buckets. For example, group wellness-related benefits together like a stress reduction lunch and learn with an employee massage discount. That way, employees get a healthy side of voluntary benefit information as they eat their lunch.

• Married, father of two with one on the way • Coaches Little League • Takes graduate classes • Has been with the company eight years • Supervises 12 employees globally • Works overtime regularly

How to reach Lincoln: Communicate year-round with targeted campaigns

Since Lincoln is super busy, it’s important to provide ongoing, targeted benefits communication. Create monthly campaigns that provide tips, resources, deadlines, action items and updates through multiple channels. The more knowledgeable Lincoln is, the better he’ll understand company benefits and the more he’ll take advantage of what’s offered.

• Email inbox is overflowing and unorganized • Spends his day at his desk or in conference rooms • Always breaks for lunch and a walk

Lincoln, the manager

Apps provide fast, easy access to information in one place, which is especially helpful for employees on the go. They can find important information they need to make a decision about benefits, read updates about offerings, easily provide feedback and direct questions to the HR service center.

How to reach Amal: Deliver mobile- friendly communication

• Thinks she knows everything about benefits • Needs communication that is easy to access • Always on the go

DEVELOP AN APP

Since Amal spends most of her time on the road, communicate in a way that’s convenient and accessible. Focus on the channels that she uses most — email and the mobile intranet. The easier it is for her to find and read important information, the more opportunities she will have to learn about benefits and take advantage of offerings.

• Getting married to her lifelong partner, Sue • Avid social media user • Eager to beat all 3,000+ Candy Crush levels • Takes advantage of all the company has to offer • Works in sales and is always on the road • Been with the company for over 20 years

Amal, the veteran

Build a mobile-responsible intranet that provides: • A comprehensive library of resources that’s easily searched and filtered • Intuitive navigation • A single sign-on security method

Use an email platform that provides desktop, mobile and tablet capabilities

For more information about employee communication, visit us at www.davisandco.com/services

Employees often go to their leaders and managers with questions about change. That’s why communicators prepare leaders and managers by ensuring they understand:• The change • Their communication role • What the change means for employees • How to answer questions