Although HR and internal communication departments cannot diminish the quantity of transformative initiatives, they have the capacity to alter the manner in which they relay such changes.
In the fast-paced world of corporate evolution, change is a constant that often leaves employees feeling drained, disengaged, and burned out. This sense of exhaustion, known as change fatigue, has been on the rise, particularly in the wake of the pandemic. According to Britt Andreatta, CEO of Brain Aware Training, employees were confronted with an estimated 10 major organizational changes in 2024, a stark contrast to the mere two they encountered in 2016. Moreover, their coping abilities have plummeted, dropping from 74% to 43%.
As HR and internal communication professionals, we might not have the power to slow down the pace of change initiatives in our organizations this year. However, we can certainly influence how these changes are communicated. The key lies in helping employees understand the reasoning behind these alterations.
Numerous times, we've heard from employees in client focus groups that they crave insight into the 'why' who drives these changes. Without this knowledge, proposed alterations may appear random or disruptive, rather than purposeful improvements.
Moreover, a flurry of independent change initiatives can often lead to further confusion and stress among employees. Each change may come with its unique branding, theme, and logo. This onslaught can resemble a barrage of disparate projects impacting them in various ways. To combat this, it's crucial to identify the 'why' behind these changes. Sometimes, we find that multiple initiatives serve a common business objective or element of the company vision. By understanding this unifying purpose, employees can build a more coherent and supportive mental framework.
It's important to remember that human brains naturally recoil at change. This instinctive response often gives way to fear or anxiety. By being honest about the potential negative effects of the change, you enable employees to prepare effectively, both emotionally and logistically. This openness fosters trust – a prerequisite for employee acceptance of change. By illuminating the positive outcomes that the change will bring, you help them visualize a brighter future and rally behind you in driving the transformation.
In conclusion, effective internal communication can significantly reduce change fatigue in employees. By employing strategies like early engagement, clear messaging, targeted communication, involvement, feedback, consistency, and repetition, we can ensure that employees remain informed, engaged, and supported throughout the transition process.
Are you a successful executive in public relations, media strategy, creative, or advertising agencies? If so, you may be eligible to join our Website Communications Council. To learn more about this invitation-only community, simply click the link and submit your information. Qualified applicants will be considered for membership.
Elizabeth Baskin, a prominent member of the Website Communications Council, emphasizes the importance of addressing change fatigue in employees. In her organizational analysis for 2024, she found that employees faced an unprecedented 10 major changes, leading to a significant drop in their coping abilities. Unfortunately, Britt, the CEO of Brain Aware Training, predicted that this trend is unlikely to change soon, making it crucial for HR and internal communication professionals to find effective strategies to combat change fatigue.
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