A culture of change and what it means for communicators
In today’s rapidly shifting landscape, change is not just a one-off event; it's a continuous process embedded deeply into organisational culture. This shift calls for change managers, communicators, project managers, and team leaders to adapt, learn, and specialise more than ever. Here, we explore some of the most significant developments in change management and discuss how professionals can thrive in this evolving field.
The shift toward a continuous change culture
One of the most notable changes in recent years has been the shift from occasional, large-scale transformation initiatives to a more sustained, continuous change model. Change is now seen as a capability to be ingrained at every level, from frontline workers to senior leadership. As change is consolidated into the structure of organisations, we’re seeing greater investment in building "change capability" across roles. This baseline ensures teams can adapt efficiently to both gradual and sudden shifts in direction or structure.
New skills for a new era
A continuous-change environment demands adaptability and a willingness to engage with new methodologies, such as Agile. Instead of traditional, lengthy change strategies, today’s change managers often focus on quick, impactful, and people-centred approaches, like co-design and human-centred design. Such as engaging with employees in hands-on, informal ways can help build genuine relationships and create more effective change outcomes. Being visible and accessible, rather than operating from behind a desk, can really strengthen the credibility and impact of change practitioners - as much as we all love permanent work from home!
Relationships are stakeholder management
At the heart of successful change management is the ability to build strong, honest relationships. Though it’s worth noting that effective relationship-building extends beyond rapport; it includes having difficult conversations and conveying tough realities when needed. Authentic relationships allow change managers to set realistic expectations and establish trust with stakeholders, making it easier to navigate challenging aspects of change without compromising on the truth.
The key issue we all have: change comms versus comms
One of the biggest gripes in comms is the ongoing blend of change management and communication roles at every level of business. While change and comms roles often intersect, they require distinct skills (that are most often forgotten by stakeholders). As both fields mature, it’s critical that their individual values are recognised and that we structure teams accordingly. We need to keep advocating this delineation and educate all stakeholders on the unique contributions of each discipline.
Measuring outcomes shows value
To secure a firm place at the executive table, change professionals must be able to demonstrate their impact through measurable outcomes. Clear metrics, such as employee engagement levels or productivity improvements, can showcase the tangible benefits of change management. Adopting a portfolio management approach, where metrics are integrated into leadership sessions, allows organisations to keep track of change fatigue and the effectiveness of change initiatives.
Tailoring change models
Another trend is the growing diversity in organisational change models. Small-to-medium businesses might not require the extensive structures that large corporations do. Instead, a more streamlined approach will most likely work better and thus, change managers should be prepared to adjust their strategies based on the organisation’s size, needs, and unique challenges. Finding a fit-for-purpose approach ensures that change management remains efficient and relevant and that the change pros fit into the ways of working!
If you’d like to get into change…
For those interested in change management, curiosity is key. Exploring various models, attending networking events, and gaining insights from established professionals are excellent ways to understand the field's nuances. In addition, building resilience for tough conversations is essential, as change management often involves addressing resistance and probing for feedback. Specialising in a particular area—whether it be digital change, people change, or industry-specific expertise—can also set practitioners apart in a crowded field.
The field of change management is thriving, evolving, and demanding more from its practitioners. As change continues to permeate every part of the workplace, the skills of adaptability, specialisation, and effective relationship management will be essential… and a really, really good comms pro at your side can definitely help!
