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Communicating Change

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Every organization will go through change at some point. The causes can be internal (business health, strategy or change in ownership) or external (financial circumstances etc.). No one company is excluded from periods of change, it pays to have a plan and strategy to deal with periods of change in your organization. These 10 tips can help you communicate through times of change.


Tip 1 - Prepare for Change

Constant change has almost become a norm, so challenge the status quo regularly to help employees become aware of the need for change, either now or in the future. Use staff quizzes to challenge the current situation. This is an example of a question you might include: “In our changing industry, which will be the most effective way to do business in the future? A, B or C?”

To ensure high employee participation, use a quiz format that is delivered directly onto targeted employee’s computer screens with display recurrence options based on the user’s response. 


Tip 2 - Customize and Target Messages

Avoid a ‘one size fits all’ approach to communicating change. During organizational change it is particularly important to customize and target messages to meet the needs of the different employee groups within your organization. 

SnapComms Message Targeting


Tip 3 - Repeat and Reinforce 


Use multiple message formats and repeat important concepts to drive and reinforce behavior change. 

  Multi-Message Campaign Tool



Channels to Communicate Change:

 Screensaver Messaging

Deploy screensavers as interactive digital signage for effective internal communication

Internal Newsletter 

User generated newsletter, delivered onto employee screens

Desktop Alert Messages

Visual tools to get employee attention ensuring message cut-through for important internal messages

Mobile Channels

Deliver message to mobile devices with multiple visual display formats

 Desktop Tickers

Scrolling headlines with click through to message windows, intranet or elsewhere

Pop-up Staff Survey Tool

Measure attitudes, track trends and measure the impact of internal communications

Pop-up Staff Quiz Tool

Reinforce internal communications and assess capability with themed quizzes

Desktop Wallpaper

Publish messages on desktop backgrounds and change and sequence messages with ease

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Tip 4 - Ensure Change Communications are Timely


Desktop Alert to Communicate Change Quickly and Effectively


Fast and effective message cut-throughUse Desktop alerts as an effective way to draw employees’ attention to important or urgent messages.

Prepare and pre-schedule messagesSet up change communications in advance to prepare for, and respond quickly to, staff feelings and feedback. During change, pre-schedule messages to ensure that employees hear about changes at the same time that you advise the market or the media.



Tip 5 - Listen and Keep Listening



Gauge employee attitudes to changeSurvey employees to gauge their attitudes towards organizational changes and assess how well they understand them.

Keep your finger on the pulseSurvey employees regularly as a temperature check and test that your change strategies are working every step of the way. Target dedicated surveys to specific groups of staff (e.g. to check whether you are making progress with a resistant group).

Collect feedback and report on itInclude a section in the internal newsletter or a feature on the intranet called “Great feedback we’re working with”. Highlight how you are using staff’s constructive comments to improve the business and the way you manage and communicate change.



Tip 6 - Ensure Face-to-Face is Effective

Ensure as many employees as possible attend face-to-face briefings. During times of change, it may be difficult to get everyone in a room at the same time. Provide alternative options for times and venues and monitor which employees are attending which sessions. This helps you plan your logistics (e.g. room sizes and catering) and close off specific time slots and locations as they fill up.



Reinforce face-to-face executive communicationsEncourage staff to ask questions and raise issues both before and after face-to-face briefings. This will help managers address concerns and employees to buy into changes.

Measure and manage information cascadeMeasure how well your managers are communicating change with their teams. Use surveys and polls to understand how well each employee understands the main messages about the change and link the survey results back to individual managers as a measure of communications effectiveness. What gets measured usually gets focus and priority.

Tip 7 - Paint a Picture of the Future



Change Communications Screensaver Example

Tell StoriesInclude articles in the internal newsletter or on the intranet to show how employees are modeling new values or putting in place new strategies. If possible, allow them to submit their stories directly.

Digital signage on screensaversPictures paint a thousand words. Use interactive screensaver messages for change communications and to portray a positive picture of where the organization and its products are headed. Broadcast them around your organization to capture employee’s imagination in an appealing, visual way.

Scenario quizzesHelp employees visualize the change working for them. Ask scenario questions. For example, “The new XYZ technology will help me do A, B, C, or D or all of the above?” Offer prizes to encourage staff to take part. Include humorous or trick questions and answers to lighten the tone and make the staff quiz fun.






Tip 8 - Make it Easy for Managers to Communicate Change Effectively



Provide advance notification Update managers before their teams receive certain types of new information. This gives them time to plan how they will react when their teams hear news, and to be prepared to answer their possible questions..

Scrolling desktop ticker Set managers or their PAs up as news feed administrators and let them target and send their teams scrolling desktop updates. This is a good way to make sure that teams see information that is directly relevant to them as soon as it becomes available.


Video updatesCreate internal video updates relevant to specific employee groups. Work with managers to make messages as relevant as possible to the different groups. Use reporting options to see which employees have watched the video. 






Tip 9 - Focus on Employee Engagement During Change




Involve staff Use Staff surveys to involve employees and find out their views. Consider letting employees respond anonymously for maximum candor. Every problem uncovered is a problem that you can address.

Celebrate new beginnings Allow employees to contribute their own articles to the internal newsletter or intranet. Encourage them to tell their own stories about how the changes are working for them.





Repeat key messages. Repeat your main messages in a range of ways to ensure that they don’t become boring or are seen as ‘wall paper’.



Inject fun and involve people Use a Staff quiz to ask employees to name new ways of working (e.g. new systems, projects) or suggest improvements. Offer prizes for the best ideas and recognize them using Screensaver Messages and articles in the internal newsletter. 


Tip 10 - Measure Results and Celebrate Successes


Benchmark and track trends Survey staff to assess what’s working, measure attitudes, understanding and to track trends. Profile success stories Use an internal newsletter as an engaging way to document success. Encourage employees to submit articles that talk about what they have achieved (e.g. simpler ways of working, important milestones met). Highlight and celebrate success Screensaver messaging provides a visual, engaging way to highlight and celebrate success during the change. Target Screensaver Messages to specific employee groups to celebrate companywide successes as well as small local wins.



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Communicating Change Webinar

Exploring how to leverage SnapComms for your major change communications - we'll look at employee communications best practice as well as specific examples that will cut through.