How does a comprehensive communication strategy lead to successful implementation of changes?
As the workforce increases in complexity, so does the need for a diverse communication strategy. Companies must now make meticulous plans to avoid information overload, while also navigate the labyrinth of different demographics, from blue and white-collar workers, remote and in-office workers to the generational divide and experience. These factors all play a role when reflecting on how to ensure effective communication.
Our brain is not made for processing an infinite amount of information at once
Another factor which majorly contributes to the complexity of communication in an organization is trying to avoid information overload. In an era where people are overrun with news at practically all hours of the day, ensuring that employees receive just the right amount of information without feeling overwhelmed is a significant challenge. People do not only receive copious amounts of information during the workdays, but they are also bombarded through personal channels and news.
The human brain, no matter how endlessly fascinating and wonderful, has not yet been able to adapt to the fast-paced, information-heavy environment most of us live in every day. There is only so much the human brain can digest before it becomes challenging to stay focused and separate the important information from the trivial.
Therefore, key considerations need to be made in order to have a successful communication strategy, where only the most relevant information is conveyed to employees, through the appropriate channels. This requires a keen understanding of the workforce’s needs and the ability to adapt communication methods accordingly.
Understanding Workforce Complexity
One of the primary challenges is the diversity within the workforce itself. Blue-collar and white-collar workers often have differing communication preferences and needs. While white-collar workers might thrive on digital communication and remote work, blue-collar workers often require on-location and hands-on interactions. A one-size-fits-all communication strategy is insufficient; instead, one should opt for a tailored approach that considers the differences and attempts to cover the needs of most users. Creating a perfect communication strategy may not be achievable, but it is essential to address and mitigate key considerations to ensure clarity and strong stakeholder engagement.
Home Office vs. On-Location
Over the past five years we’ve seen a shift in the acceptance and use of home office. From a state where very few facilitated the use of home office, to a situation where many companies have extensive flexibility in work location, and some even provide fully remote positions. While there are exclusively positives tied to the use of home office for many, this shift does pose some challenges when it comes to communication. There are several, I’d like to highlight two; the challenge of “organic” information flow and ensuring engagement and inclusion.
Firstly, it can be challenging to ensure sufficient information flow. Do not get me wrong, information flow is tricky on-location as well, but I will not dwell too much on that right now. For remote workers there can be difficulties in getting regular updates organically through their colleagues, especially if most of their colleagues are in the office. It’s relatively low effort for people to update colleagues on upcoming changes they’ve noticed on the way to the coffee machine or during lunch in the cafeteria. This word-of-mouth – the proverbial “watercooler talk” if you will – way of spreading news can ensure that even though people may not notice communication through official channels, they are still aware of the change happening. Whenever I am at home office, I have considerably fewer impromptu conversations with colleagues, compared to when I’m at the office and can swivel around and converse.
Secondly, it’s even more important to ensure communication is effective and engaging when dealing with a workforce where home office or remote work is often at play. If employees sit at home and rarely feel engaged in the changes happening in the company, they are less likely to stay motivated and energized. If the changes are significant, a risk may be that the change is of such significance that they deem it necessary to look for other employment – after all, if they are at home and have no sense of belonging, why should they be loyal to the company in question? Team building is always important, however it may be crucial when the workforce consists of remote workers. Please don’t think I am against employees having the opportunity to work from home – I truly believe it’s a wonderful addition to the workforce, but it requires some fundamentally different considerations.
Generational differences and digital competence
Generational differences add yet another layer of complexity. Younger generations often get labelled digital natives and are typically more comfortable with rapid technological changes and have adapted to frequent digital communication. As a digital native myself, I am used to getting most information, news and updates through various digital platforms. However, I too struggle at times when adapting to new digital processes and platforms, which highlights the importance of emphasizing and adapting approaches to ensure everyone feels included and considered.
In contrast, older generations might prefer traditional forms of communication and may struggle with digital transitions. Recognizing and addressing these differences is crucial for fostering an inclusive and effective communication strategy.
The varying levels of digital competence across different generations further complicate communication. While digital pioneers and tech-savvy individuals may quickly adapt to new digital tools, others may struggle to keep up. And by the time those who fall behind when new changes are implemented, new changes may be on the horizon once more, adding to the change fatigue and frustration of always having to change their processes. Creating a communication strategy that accommodates all levels of digital competence and mitigates these risks is crucial for ensuring that no one is left behind.
An example from experiences I’ve had with clients, is the difference between those who prefer communication to go through workplace social media (e.g. Viva Engage and Facebook Workplace) and those who prefer receiving important communication through emails. One group may hardly check their emails, while the other group may hardly check workplace social media. It is still just as important to make significant efforts to reach both groups. Avoiding using diversifying communication efforts in an organization with a complex and diverse workforce, may significantly impact reach and effectiveness.
The importance of the communicator understanding what is to be conveyed
Another important aspect that sometimes gets overlooked is to ensure that communicators have a clear understanding of what needs to be conveyed. Just as in school, a teacher needs to have a solid understanding of the subject to effectively teach it to others. The same is true for those in charge of communicating – they need to understand the change itself to communicate effectively to others. That rings especially true when considering the differences in the workforce, and how to ensure everyone gets the insight and information they need to effectively understand and adapt to the changes.
Final thoughts
The success of a project starts and ends with the people. If people are not sufficiently informed and on board with the changes, then any project – no matter how necessary – will fail.
Developing a diverse communication strategy in a complex workforce involves understanding and addressing the unique needs and preferences of various worker demographics, managing information overload, and implementing effective change management practices. By recognizing the challenges and actively working to bridge gaps, organizations can foster a more inclusive and efficient work environment by minimizing friction when implementing change.
Here at Infotechtion, we are experts at implementing Microsoft Purview, ensuring that our customers keep their information safe and their organization compliant with laws and regulations. Please reach out to us at contact@infotechtion.com should you have any questions or need assistance in your work towards better information protection and information management.
