We all have heard and even used the word pivot; it’s definitely a part of the startup zeitgeist to capture the need to update objectives, modify entrenched policies, and beyond. We use it as shorthand to essentially say, “We’ve changed our mind and we have to go a different direction”.
Many leaders forget that the process of a pivot should be inclusive to ensure buy-in toward the change. Unfortunately, inclusivity is rarely considered during this process which can negatively impact the organization.
how DO you ensure clear and effective communication during times of change?
Prioritizing clear, transparent, and timely communication is key to effectively navigate your team through change
Why This Works
Employee engagement is critical within any startup. Higher engagement has a direct correlation with increased productivity and higher employee retention. However, when a company needs to shift, and there’s ineffective communication, it negatively affects productivity and retention.
According to a survey by Gallup*, during periods of significant change, employee engagement can drop by as much as 20%. When leaders change their minds about the direction the company is moving, employees become “deer in headlights”. They freeze, they don’t know if they should continue on their projects, propose new solutions, or wait for specifics. Once team members lose sight of their North Star, a negative ripple effect can occur throughout the organization, which can include confusion, resistance, low morale, a drop in productivity, rumors and speculation, loss of trust, high turnover, and worst of all, negative customer impact.
Why Do This Now
To mitigate these adverse effects, leaders need to prioritize clear, transparent, and timely communication during times of change. This can help maintain trust, engage employees, and ensure a smoother transition during a pivot. It’s also important as leaders to show accountability. Owning the decision to pivot, alter goals, or change a longstanding policy can go a long way. But it’s hard. Acknowledging mistakes, and presenting new findings or data that support the need for change gives teams better insights into the decision-making process, and in turn, serves to maintain and strengthen trust.
how We Do: Effective communication strategies during times of change
Leaders aren’t necessarily as stealthy as they think they are; teams can feel a change is coming long before it’s shared with them. To avoid rumors, assumptions, and stress, develop a communication plan.
Rules (Process) 📝
Early and Transparent Communication: Start communicating about the changes as early as possible and be transparent about the reasons behind the changes and the expected impact.
Consistent Tailored Messages: Ensure that the messaging is consistent across all communication channels to avoid confusion and misinterpretation. At the same time, customize communication to different employee groups, addressing their specific concerns and needs.
Two-Way Communication: Encourage open dialogue by providing opportunities for employees to ask questions, express concerns, and offer feedback.
Leadership Visibility: Have leaders actively participate in communication efforts to demonstrate commitment and provide a sense of stability.
Frequent Updates: Regularly share updates to keep employees informed of progress, milestones, and any adjustments to the plan.
Storytelling: Use stories and examples to illustrate the purpose and benefits of the changes, making them relatable and understandable.
Clear Action Steps: Provide clear guidance on what employees need to do differently and how they can contribute to the success of the changes.
Celebrate Milestones: Recognize and celebrate achievements and milestones related to the changes to maintain motivation and positivity.
People 🫶
Change Champions: Identify and empower change champions within the organization who can help spread the message and support their peers.
Inclusive Approach: Involve employees in the change process by seeking their input and involving them in decision-making where possible.
Training and Support: Offer training and support to help employees adapt to new processes, tools, or responsibilities.
Acknowledgment of Concerns: Acknowledge and address employee concerns and emotions, showing empathy and understanding.
Tools 🛠️
Use of Multiple Channels: Utilize various communication channels such as town hall meetings, emails, intranet platforms, and one-on-one discussions to reach employees in different ways.
Feedback Loop: Establish a feedback loop to gather input from employees, allowing for adjustments and improvements to the change plan.
Visual Aids: Utilize visuals such as infographics, videos, and presentations to convey complex information more effectively.
By implementing these strategies, you can foster a culture of effective communication that supports a smoother transition during organizational changes.
Effective Communication Yields Positive Results
When employees feel respected and have the information needed to grasp what is happening around them, a company’s atmosphere and culture typically remain positive. The one thing leaders must always maintain with their employees is trust. By effectively communicating changes the positive possibilities are endless - increased productivity, more creative problem solving, smoother cross-functional interactions.
Rules (Process) 📝
Communication Impact: The HR consulting firm Aon Hewitt reported* that companies with effective change communication strategies were 3.5 times more likely to outperform their peers in terms of financial performance, thus highlighting the importance of implementing clear communication strategies and processes at all times, especially when undergoing a pivot.
People 🫶
Top Performers: A study by Towers Watson* found that organizations with highly engaged employees had a 25% higher retention rate of top performers during times of change compared to organizations with lower engagement levels.
Trust and Communication: An Employee Benefits News survey* revealed that 68% of employees believed that trust in leadership during change was directly related to the quality of communication.
Alignment with Goals: According to a Harvard Business Review study*, employees who are informed about the reasons behind organizational changes are 2.7 times more likely to align their behavior with the new goals.
Tools 🛠️
Collaboration tools that you’re already using are essential during these times. Slack or Microsoft Teams, Trello, Asana, Monday, or intranet platforms should all be updated and maintained with the same messaging.
Consider using Loom to create async videos that highlight a new approach and disseminate widely.
Actually Actionable
Nice article. Now what?
We’ve taken the ideas above and created an action plan for you and your team.
Objective 1: Due diligence: Observe, collect data, and analyze
Meeting 1: All team leads should walk leadership through projects and give status updates on goals/OKRs (1 Hour).
Meeting 2: At weekly team meetings, learn roadblocks, what’s working, and discover failures (1 Hour).
Objective 2: Develop Pivot Plan
Meeting 1: Bring recommendations based on data that support the need for change. By the end of the meeting create a communication plan and calendar to keep leadership accountable in sharing the news with the team at large (1.5 Hours).
Meeting 2: During 1:1s, begin sharing the changes and ask team members to brainstorm new projects to support the new requirements (30 Minutes).
Objective 3: Communicate Widely
Meeting 1: Conduct team meetings to ensure alignment with the changes and close out active projects that are no longer relevant to new goals (1.5 Hours).
Meeting 2: Leadership presents new goals, giving highlights and shoutouts to new initiatives, reiterating why the changes are needed (1 Hour).
Before you go
Keep in mind that your team plays a crucial role in driving the company toward a positive trajectory. Regardless of the company's objectives or requirements, the team's ultimate aim is to contribute towards their achievement. As the builders of the company, they can’t drop a project or change their process without feeling heard, seen, and respected. Bringing the team along in the pivot journey can only yield positive experiences.
Inquisitive observations, inclusive conversations, acknowledgment of the past, and data-driven decisions empower your builders to be energized about change!
Writer: Alexis
Interested in working with Alexis through of All Trades to transform your people operations? Email founder@weofalltrades.com for more on how to bring her in as an embedded operator in your startup.
Collaborators: Caleigh, Britt, Scott
*HBR's 10 Must Reads on Reinventing HR (Ram Charan, Dominic Barton, and Dennis Carey). Jun 2019