The Right Communication Strategy Gets Results
successful organizational change rests oN employees’ engagement
by Jason Kleid
As a forward-thinking company, your leaders know that quickly adapting to change is vital to staying competitive and profitable. When your company unveils its new initiatives, imagine that your company announces: “We are changing our corporate direction to stay competitive in the marketplace. We know all of you will stand behind this new strategic effort. Effective Monday, we will begin…”
Over the next few weeks, you begin to realize that some employees have not bought into the new direction and may not be fully cooperating with the new requirements and procedures. The leadership team becomes concerned and perhaps a little frustrated. Some on the leadership team may take the lack of engagement with the new direction personally and conclude that these employees do not respect them and are simply not team players. But this conclusion may be premature.
Time to reassess
When people are simply not responding correctly, it’s time to stop and assess before you respond. You might first ask: How are we as leaders contributing to the problem? Have we failed to understand the unique needs and personality types of our people? Have we assumed that everyone responds to change the same way? Perhaps the lack of engagement stems from the way you are communicating change. Let’s briefly examine a couple differing needs.
Behavioral Styles
Some employees are analytical thinkers. They need time to digest information before they are able to change the way they accomplish their tasks. Because they approach their work methodically, carefully, and conservatively, you must provide plenty of facts and examples that answer their questions of why and how? These employees are a treasure and you need them on your team. Often these same employees prevent poor decisions by helping their leaders think things through.
You also have risk takers in your organization.
Doing something new is challenging and fun for them. These employees are ambitious, independent, decisive and forceful. They are results-driven and looking for efficiency. What this behavioral style doesn’t want are too many details. Just point them in the right direction and get out of their way. We need these people on our team as well.
Tailoring your communication style to your employees’ differing needs will help you communicate more effectively. When announcing organizational or departmental change, plan your internal communication to provide the right level of detail for the different personality types. You may even wish to hold separate meetings for the different behavioral styles so that the right message is delivered to the right audience.
Jason Kleid is a coach at Jason Kleid, LLC. He can be reached at 763-773-9000 or jkleid@jasonkleid.com.





