Whether it’s restructuring, a new strategic programme or the start of a cultural transformation: in far-reaching change processes, the message from the Executive Board is indispensable. This is understandable, as the voice of top management provides direction and signals relevance. However, an impact is only achieved when senior management takes up the message, contextualises it and engages in dialogue with staff.
Employees need answers to their questions
As important as the CEO’s communication is, senior management has only limited insight into employees’ individual concerns, questions and uncertainties. How will this affect my day-to-day work? Do my personal arrangements still apply? This is precisely where managers come into play.
Empowering managers makes change tangible
Managers translate strategic messages into the context of their employees’ day-to-day work. They contextualise changes, answer questions and create space for dialogue. Without this contextualisation, even the strongest CEO message often remains abstract and fails to realise its full potential.
Successful change communication requires a cascade
But how can organizations ensure that strategic messages are effectively carried from the executive level all the way to individual teams? The foundations for this are laid long before the actual transformation project begins. Successful companies invest continuously in collaboration between the board and managers, as well as in networking amongst the various levels of management. Only when these relationships are robust can messages be conveyed credibly and consistently throughout the organisation.
Transformation communication succeeds through collaboration
It is also essential that managers are involved at an early stage, help shape decisions and take on responsibility. Equally important is the consistent empowerment of middle management. When managers understand the background, are given the right tools and feel confident in their roles, they can convey messages convincingly and actively support the change process.
The dual impact of CEO and leadership communication
The greatest impact arises from the interplay between both levels: CEO communication sets the direction and provides meaning, whilst managers translate this into concrete relevance for day-to-day work. Only when the two interlock does communication reach employees not only on a factual level, but also emotionally. This creates the dual effect that makes changes understandable, builds trust and anchors the transformation sustainably.
Eva Hinz, Associate Director
H/Advisors Deekeling Arndt