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Communicating through change Communication Summit 11 October 2010
Workshop leaders ,[object Object],[object Object]
This morning’s session ,[object Object],[object Object],[object Object]
Agenda  ,[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object]
Widespread change anticipated*  http://www.wordle.net/  Internal Engagement better results through your people *RSA  pre- seminar survey – May 2010
What changes are you going through? ,[object Object],[object Object]
The climate that change can create ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Biggest challenges ,[object Object],[object Object],[object Object],[object Object],[object Object]
Different kinds of change need different types of communication Communication Participation in decision-making Communication reduces uncertainty;  control leads to a greater sense of employee well-being Types of change Strategic Organisational-level changes e.g. external factors, change in government, change in direction, viability of the company Structural Inner workings of the company: eg change in structure, merging of work units, change of reporting lines, relocation Job-related Change in role, ways of working, responsibilities, use of technology
The steps to internalising change ,[object Object],information conversation reflection action 3 Setting the scene Contact Awareness Understanding Engagement Acceptance Commitment Internalisation I know something is changing I know what it is I know the implications for me I’ll look at doing it the new way I’ll do it the new way This is the way we do things This is the way I do things Achieving acceptance Achieving commitment
[object Object]
How one leader used the change curve to tell his story
 
Leaders can “seed” effective conversations during difficult change “ Leaders tend to talk about macro economy and political stuff when people just need to know how does this affect me” Sit in on team meetings Help field questions Feedback to Board  “ The news may not be good but at least I get a view about what we are going to do about it” “ Gets filtered to focus on our issues” “ It gives us a chance to explore the difficult issues”
Sometimes leaders can say what the company officially cannot…. Corporate Affairs … and external media messages can help internally:  ‘ Cadbury lays into Kraft as fight heats up’  The Daily Mail ‘ There’s no way I want to see Cadbury’s sold off to Kraft…’
Lessons  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object]
Managers Source: Institute for Employment Studies The top behaviours of engaging managers The top behaviours of disengaging managers Communicates, makes clear what’s expected Lacks empathy/interest in people Listens, values and involves team Fails to listen and communicate Supportive, backs team/you up Self-centred Target-focused Doesn’t motivate or inspire Clear strategic vision Blames others, doesn’t take responsibility Shows active interest in others Aggressive Good leadership skills Lacks awareness Respected Doesn’t deliver
The three major transition phases ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: William Bridges, Managing transitions, 1995 and 2002
Equipping managers with skills ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Helping managers to share ideas – example from workshop Using  quotes  from  Who moved my Cheese?  and put them up on posters on the wall.  Maidstone What some managers are doing to help people in the Neutral Zone  Holding “Communal vents” one afternoon a week (but not on a Friday) St. Austell Creating a one-page personal moves planner so that people can plan what they take, what they leave and what they want from the future Getting staff to write up on flip charts what’s worrying them.  Then dividing the concerns into two – those we can’t control and those we can.  Then creating action plans for those they can control
[object Object],[object Object]
The 5 basic characteristics of resilience ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Confident advocating purpose Confident advocating policies ,[object Object],[object Object],[object Object],[object Object],100+ workshops 2,500 leaders Creating Ambassadors at Natural England
[object Object]
[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Increasing voice – creating engagement  “hot spots”
Metrics generated provide local data... All Results 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% I get feedback on how our work 'makes a difference' I would recommend my area as a good place to work My ideas and suggestions about how we work are valued I have sufficient access to learning required to do my job I feel like going the extra mile for my team I have had the opportunity to learn new skills in the last six months I am involved in decisions that affect how our team works I have the right information to do my job I have received recognition for good work in the last three months I am regularly invited to identify and solve work based problems My manager talks to me about how my work fits into our overall goals My work challenges me I feel I do a worthwhile job My manager values me I am clear what I am accountable for I am clear about the quality of work that is expected of me % Agree
What do participants think? ‘ I’ve loved being involved in this work because I felt listened to’ ‘ In the first session my example of feeling engaged was five years ago; in the second session it was this work’ ‘ At first I was very sceptical, but I think now we can really use this stuff’ ‘ Needs leading from bottom up so it does not feel like it is being done to you and led by a corporate spokesperson.’ ‘ Cynics turned in the process and became powerful advocates for change.’ ‘ I can see how this is going to make a difference’
 
[object Object],[object Object]
Measurement – keeping it simple ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Tracking - keeping it simple Share price rose 8-fold during the change programme and Chief Executive hailed as ‘the turn-around king’ by  The Financial Times Year 1 2 3 4 I know the overall direction that the company is taking 28% agree 39% 49% 61% I understand how my job contributes to company goals 68% 77% 81% 82% Overall, communication to employees is good 37% 48% 55% 58%
[object Object],[object Object]
Using factors and clusters to segment ,[object Object],Cluster 1 (1011 respondents) – not supported Negative about factor 8: supportive environment Negative about factor 1: communication (and development) Cluster 2 (916 respondents) – negative about customers and colleagues Negative about factor 6: customers Negative about factor 3: colleagues Negative about factor 7: my contribution Negative about factor 2: understanding of goals   Cluster 3 (3058 respondents) - positive Positive about factor 1: communication Positive about factor 8: supportive environment Positive about factor 6: customers Positive about factor 4: The future of the company   Cluster 4: (939 respondents) – negative about senior managers Negative about factor 9: senior managers talking about costs etc
The change in four months was striking... % agree Before After % change  I understand the business strategy 54 82 +28 I feel that the business has an exciting future 43 68 +25 I understand our customers’ expectations 79 92 +13 I see how me and my team fit in the bigger picture 64 79 +15 I see how we need to change the way we work  64 81 +17
The business case  Engaging people at all levels  Successful change Unsuccessful change 59% 37% Source: McKinsey, June 2006; 1,536 global executives Costs of disengagement  $300 billion in lost productivity  Source: Gallup 2010 Total returns to shareholders  47% higher amongst effective communicators  Source: Towers  Watson 2010
Change communication – what we believe ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Contact Us Michael Pounsford Couravel Limited Riverside House River Lawn Road Tonbridge  Kent, TN9 1EP T +44 (0) 1732 78 3525 M +44 (0) 7860 196 343 F +44 (0) 0732 363 636 E  [email_address] W  www.couravel.com

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Change Communication Slides Used At The October 2010 International Summit Workshop

  • 1. Communicating through change Communication Summit 11 October 2010
  • 2.
  • 3.
  • 4.
  • 5.
  • 6. Widespread change anticipated* http://www.wordle.net/ Internal Engagement better results through your people *RSA pre- seminar survey – May 2010
  • 7.
  • 8.
  • 9.
  • 10. Different kinds of change need different types of communication Communication Participation in decision-making Communication reduces uncertainty; control leads to a greater sense of employee well-being Types of change Strategic Organisational-level changes e.g. external factors, change in government, change in direction, viability of the company Structural Inner workings of the company: eg change in structure, merging of work units, change of reporting lines, relocation Job-related Change in role, ways of working, responsibilities, use of technology
  • 11.
  • 12.
  • 13. How one leader used the change curve to tell his story
  • 14.  
  • 15. Leaders can “seed” effective conversations during difficult change “ Leaders tend to talk about macro economy and political stuff when people just need to know how does this affect me” Sit in on team meetings Help field questions Feedback to Board “ The news may not be good but at least I get a view about what we are going to do about it” “ Gets filtered to focus on our issues” “ It gives us a chance to explore the difficult issues”
  • 16. Sometimes leaders can say what the company officially cannot…. Corporate Affairs … and external media messages can help internally: ‘ Cadbury lays into Kraft as fight heats up’ The Daily Mail ‘ There’s no way I want to see Cadbury’s sold off to Kraft…’
  • 17.
  • 18.
  • 19. Managers Source: Institute for Employment Studies The top behaviours of engaging managers The top behaviours of disengaging managers Communicates, makes clear what’s expected Lacks empathy/interest in people Listens, values and involves team Fails to listen and communicate Supportive, backs team/you up Self-centred Target-focused Doesn’t motivate or inspire Clear strategic vision Blames others, doesn’t take responsibility Shows active interest in others Aggressive Good leadership skills Lacks awareness Respected Doesn’t deliver
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  • 22. Helping managers to share ideas – example from workshop Using quotes from Who moved my Cheese? and put them up on posters on the wall. Maidstone What some managers are doing to help people in the Neutral Zone Holding “Communal vents” one afternoon a week (but not on a Friday) St. Austell Creating a one-page personal moves planner so that people can plan what they take, what they leave and what they want from the future Getting staff to write up on flip charts what’s worrying them. Then dividing the concerns into two – those we can’t control and those we can. Then creating action plans for those they can control
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  • 29. Metrics generated provide local data... All Results 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% I get feedback on how our work 'makes a difference' I would recommend my area as a good place to work My ideas and suggestions about how we work are valued I have sufficient access to learning required to do my job I feel like going the extra mile for my team I have had the opportunity to learn new skills in the last six months I am involved in decisions that affect how our team works I have the right information to do my job I have received recognition for good work in the last three months I am regularly invited to identify and solve work based problems My manager talks to me about how my work fits into our overall goals My work challenges me I feel I do a worthwhile job My manager values me I am clear what I am accountable for I am clear about the quality of work that is expected of me % Agree
  • 30. What do participants think? ‘ I’ve loved being involved in this work because I felt listened to’ ‘ In the first session my example of feeling engaged was five years ago; in the second session it was this work’ ‘ At first I was very sceptical, but I think now we can really use this stuff’ ‘ Needs leading from bottom up so it does not feel like it is being done to you and led by a corporate spokesperson.’ ‘ Cynics turned in the process and became powerful advocates for change.’ ‘ I can see how this is going to make a difference’
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  • 34. Tracking - keeping it simple Share price rose 8-fold during the change programme and Chief Executive hailed as ‘the turn-around king’ by The Financial Times Year 1 2 3 4 I know the overall direction that the company is taking 28% agree 39% 49% 61% I understand how my job contributes to company goals 68% 77% 81% 82% Overall, communication to employees is good 37% 48% 55% 58%
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  • 37. The change in four months was striking... % agree Before After % change I understand the business strategy 54 82 +28 I feel that the business has an exciting future 43 68 +25 I understand our customers’ expectations 79 92 +13 I see how me and my team fit in the bigger picture 64 79 +15 I see how we need to change the way we work 64 81 +17
  • 38. The business case Engaging people at all levels Successful change Unsuccessful change 59% 37% Source: McKinsey, June 2006; 1,536 global executives Costs of disengagement $300 billion in lost productivity Source: Gallup 2010 Total returns to shareholders 47% higher amongst effective communicators Source: Towers Watson 2010
  • 39.
  • 40. Contact Us Michael Pounsford Couravel Limited Riverside House River Lawn Road Tonbridge Kent, TN9 1EP T +44 (0) 1732 78 3525 M +44 (0) 7860 196 343 F +44 (0) 0732 363 636 E [email_address] W www.couravel.com

Editor's Notes

  1. Tell AZ leadership story, using the change curve
  2. Institute for Employment Studies: 7 organisations inc HMRC, Sainsbury’s, London Borough of Merton, Centrica Identified 25 ‘engaging’ managers with high engagement scores. Interviewed them, their manager and their teams. Focused on engaging behaviours, which can be learned, rather than personality. Span of control from 4-5000 employees. These mgrs also good at the difficult stuff.
  3. There is lots of research on resilience and although definitions vary slightly all agree that is a real strength to people in work and home life. Note on the previous slide, we suggested the manager should pair resilient and non-resilient people together. Typically People tend to divide into 2 types: type D tend to see change as a Danger and type O tend to see change as an Opportunity . Personal resilience can be increased and managers should think about how they can increase their own resilience and that of team members. It might be helpful to get managers to think about their view of life/or individual team members’ view of life: How do you (and members of your team) view change? Potential danger and something preferably to be avoided or a natural part of life and, possibly, an opportunity? How do you view life? A series of steps or a set of constantly shifting variables? Change initially makes most of us feel uncomfortable. How do you react to those feelings? Try to avoid them or accept that this is an uncomfortable but natural part of adjusting to change? How good are you at compartmentalising your feelings of anger or frustration? Do you spend time getting anxious about issues that you cannot control or do you focus on what you can control? How good are you at asking for help ?
  4. Some of these might be tough for employees who don’t know what their future is. HMRC has created a useful handout (Moving checklist) that helps people to think about their working life to date and what they want to achieve in future. HR&Learning might be able to come and run such a workshop or perhaps the manager could ask similar questions of the team. This will help people address 4: not seeing themselves as victims but using the changes as a good opportunity to reflect on work and what they want to get out of it. Refer to Options assessment – help people plan their future
  5. Event Name Here 12/02/2007 Project Name: HMRC v1.8 We asked focus groups to think about what makes them happy at work, the sorts of things that motivate them to put in more effort We then ran our own ‘engagement survey’ made up of 16 questions Focus groups were then left to develop action plans for their areas Results were similar in each area – (next slide)
  6. Event Name Here 12/02/2007 Project Name: HMRC v1.8
  7. Event Name Here 12/02/2007 Project Name: HMRC v1.8