Improve change adoption by focusing on identity not process

David Seacombe -

It is all too easy to talk about improvements in ways of working when implementing operational change, but that messaging is often subconsiously ignored by the workforce, who rarely see a change to process as relevant to them. Expressing the new way of working in terms of core values and beliefs, and of behaviours and practices can be more more meaningful and relevant. Focusing on reshaping corporate and individual identity through communication offers several benefits compared to solely concentrating on processes and workflows when delivering change. Here are some key advantages:

  1. Enhanced Engagement: When communication emphasizes identity, it resonates more deeply with employees. People are more likely to engage with changes that align with their values and sense of self, fostering a stronger emotional connection to the organization.
  2. Cultural Alignment: Reshaping identity helps to align the corporate culture with the desired changes. By communicating a clear vision of the new identity, organizations can cultivate a culture that supports and sustains change, making it more likely to be embraced by employees.
  3. Increased Buy-In: When individuals see how changes relate to their personal and professional identities, they are more likely to buy into the change. This can lead to greater commitment and motivation to adopt new behaviors and practices.
  4. Sustainable Change: Changes driven by identity transformation tend to be more sustainable over time. When employees internalize new values and beliefs, they are more likely to maintain those changes, even in the face of challenges.
  5. Empowerment and Ownership: Focusing on identity encourages individuals to take ownership of their roles within the organization. This empowerment can lead to increased innovation and initiative, as employees feel more responsible for contributing to the organization's success.
  6. Improved Communication: Identity-focused communication can create a more open and transparent dialogue within the organization. This can lead to better understanding and collaboration among teams, as individuals feel more connected to a shared purpose.
  7. Resilience to Change: Organizations that prioritize identity in their communication strategies can foster resilience among employees. When individuals feel a strong connection to their identity within the organization, they are better equipped to navigate change and uncertainty.
  8. Attraction and Retention of Talent: A strong corporate identity that resonates with employees can enhance the organization's reputation, making it more attractive to potential talent. It can also improve retention rates, as employees who identify with the organization are less likely to leave.

Reshaping corporate and individual identity through communication can lead to deeper engagement, cultural alignment, and sustainable change, ultimately resulting in a more resilient and committed workforce. This approach recognizes that successful change is not just about processes and workflows, but also about the people who drive those changes.

Writing effective corporate communications that focus on identity and make change relevant to individuals requires a thoughtful approach. Here’s a playlist to guide you in crafting a great colleague engagement message:

Playlist for Writing a Great Colleague Engagement Message

  1. Understand Your Audience:
    • Identify Key Stakeholders: Know who your audience is (e.g., employees, teams, departments) and their specific concerns or interests.
    • Empathy Mapping: Consider their feelings, motivations, and potential resistance to change.
  2. Define the Purpose:
    • Clarify the Message: Determine the core message you want to convey about the change.
    • Align with Company Values: Ensure the message reflects the organization’s identity and values.
  3. Craft a Compelling Narrative:
    • Tell a Story: Use storytelling techniques to illustrate the change. Share real-life examples or testimonials that resonate with employees.
    • Highlight the “Why”: Explain the reasons behind the change and how it aligns with the company’s mission and vision.
  4. Make It Personal:
    • Connect to Individual Roles: Explain how the change impacts each employee’s role and responsibilities. Use “you” language to make it relatable.
    • Address Concerns: Acknowledge potential fears or uncertainties and provide reassurance.
  5. Emphasize Benefits:
    • Focus on Positive Outcomes: Highlight the benefits of the change for individuals, such as career growth, improved work-life balance, or enhanced collaboration.
    • Showcase Opportunities: Illustrate how the change can lead to new opportunities for personal and professional development.
  6. Encourage Engagement:
    • Invite Feedback: Encourage employees to share their thoughts, questions, and concerns about the change. Create channels for open communication.
    • Create a Call to Action: Motivate employees to take specific actions, whether it’s attending a meeting, participating in training, or sharing their experiences.
  7. Use Clear and Inclusive Language:
    • Avoid Jargon: Use simple, clear language that everyone can understand. Avoid technical terms that may alienate some employees.
    • Be Inclusive: Ensure the message is inclusive and considers diverse perspectives within the organization.
  8. Visual and Multimedia Elements:
    • Incorporate Visuals: Use images, infographics, or videos to complement the message and make it more engaging.
    • Leverage Digital Platforms: Consider using various communication channels (emails, intranet, social media) to reach employees where they are.
  9. Follow Up:
    • Provide Ongoing Updates: Keep employees informed about the progress of the change and any adjustments made based on their feedback.
    • Celebrate Milestones: Acknowledge and celebrate achievements related to the change to reinforce a sense of community and shared success.
  10. Evaluate and Adapt:
    • Gather Feedback: After the communication, solicit feedback to assess its effectiveness and make improvements for future messages.
    • Be Open to Change: Be willing to adapt your communication strategy based on employee responses and evolving needs.

Example Structure for a Colleague Engagement Message

  1. Subject Line: “Exciting Changes Ahead: Here’s What It Means for You!”
  2. Introduction: Briefly introduce the change and its significance.
  3. The Story: Share a narrative that illustrates the change and its alignment with company values.
  4. Personal Connection: Explain how the change impacts individual roles and responsibilities.
  5. Benefits: Highlight the positive outcomes for employees.
  6. Call to Action: Encourage feedback and participation in upcoming initiatives.
  7. Closing: Reiterate support and commitment to employees during the transition.

By following this playlist, you can create engaging corporate communications that resonate with employees on a personal level, making the change relevant and meaningful to them.