When engagement is high, organizations require high-performing leaders and communication professionals to maintain it, particularly in difficult times. Use these tips to help managers in your organization communicate a more engaging way during change.
Change communication at Mayo Clinic is supported by high levels of engagement with the vision and mission of the organization. “Employee engagement is part of our brand and that underpins successful communication,” says Amy Davis, Division Chair, Brand Management and Business Marketing at Mayo Clinic.
But high engagement scores produce high expectations. Davis describes the ongoing communication challenge as the need to get through to so many different types of people – from the nurse to the lawyer to the maintenance worker – who work different hours and experience different pressures. “It takes energy and commitment to do it well,” she adds.
Successful change communication relies on effective leadership communication, underpinned by a strong, consistent communications function. “Our approach to leadership communication is to keep it personal, to use storytelling as much as possible and to ensure that leaders communicate at a high level, leaving the details to the managers, who receive training, materials and support from the communications team,” says Davis.
Change management at Mayo Clinic is guided by a series of communication best practice, outlined below, concentrating on training and supporting managers throughout the organization to take a consistent approach to leading and managing change.
- Use face-to-face communication. Putting leaders in front of employees to provide information and answer questions helps them gain credibility with employees. It can go a long way toward alleviating stress for employees and keep them focused on the business.
- Communicate, communicate, communicate. Don’t stop. Don’t lull. Employee stress levels aren’t pausing.
- Be aware of employee anxiety. When a significant change is announced, employees will be focused on themselves and their futures with the organization. Anxiety will shift their attention from doing their jobs and the company, so communicate with them to help them through this time.
- Don’t lie. When employees ask questions, don’t lie. If you don’t know the answer, get it for them. If the answer to a difficult question is unknown, don’t be afraid to say, “I don’t know.” Employees will appreciate the honesty.
- Use FAQs and talking points. Share talking points with supervisors and keep FAQs current to make sure everyone has the same source of information. Consider posting information on your intranet site as a great way for instant information and a place for employees to ask questions.
- Listen. It’s easy for leaders to get into a “tell” mode and forget to listen for reactions, discussions and emotional hot points.
First published in Melcrum's report: Delivering Successful Change Communication
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