Navigating Change: A Proven Model for Influencing Employee Behavior2014 Ohio HR ConferenceSeptember 17, 2014

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Change Management

• Change management is a structured process that helps organizations implement successful change

• This approach focuses on helping employees through a transition

Without successful change management, organizations face distracted employees, lost productivity, and turnover of high performers

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Change Management Model

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Review Phases

Questions to Ask

Story Telling

Other Information

Please ask questions throughout the presentation. We are here to have a dialogue with you.

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Today’s Presentation

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Phase 1: Assess

• Survey the workforce to understand their current state of mind– Include demographic questions to support

your analysis of different needs• Conduct structured focus groups to

explore barriers– Use an external facilitator to encourage

richer discussions• Analyze results and make

recommendations– How ready is our workforce?– What do they need to know?

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Questions to Ask Yourself

• How does your culture support change?– Does it happen quickly, or are you slow to react?

• How ready is your workforce for change?• What metrics should we use to define success?• How can your existing survey results help you

understand current state?• Do you need more information from focus groups?

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Stories from the Assess Phase

• Goal was to understand employees’ current stock purchasing activity and to evaluate interest in the program

• Assembled groups of managers and employees to determine whether the program should be implemented

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Stories from the Assess Phase

• Goal was to solicit insight on current performance management system

• Integrate these opinions into a new performance management process

• Discovered culture traits that will be used during design and communication of the new process

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Global Technology Sample

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Phase 2: Prepare

• Assemble a team of stakeholders– Determine who has a vested interest– This group becomes your advocates

for change• Facilitate a planning session

– Goals are to:• Reach consensus • Develop the change management strategy

• Gain stakeholder support of the change management strategy

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Questions to Ask Yourself

• What key stakeholders would you assemble for planning sessions?– Define audiences– Draft key messages– Determine channels– Develop timeline

• What barriers to change exist?• Who will be the supporters or champions of the change?• Do you want to test any components of the strategy

(for example, use a pilot group)?

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Questions We Need to Ask

Motivation Audience Message Method

What are we trying to get the recipients to do?

Understand

Support Initiative

Change behavior

Who are we trying to impact?

Internal audience• line worker• manager• f-t/p-t

External• investors• recruitment• customers

What do we want them to know, remember, act upon?

Key points

Action oriented

Information

Clarification

What channel will we used to communicate?

E-mails

News Releases

Face-to-face

On-line/phone

Letters

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A Tool to Prepare: Compression Planning

• Facilitation technique to get results quickly• Use this process to develop the

change management strategy• Begin the session with the

data you collected during the Assessment phase

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Let’s Give it a Try!

What are the biggest barriers to change at your organization?

How can we overcome these barriers?

Pick the top 2

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Stories from the Prepare Phase

• Determine audience• What is important for them to think, feel, or do• What you are going to say to encourage that behavior

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Other Considerations for the Strategy

Questions to Explore Where it Impacts the Strategy

What other changes are happening at your organization?

Timeline: When should the change be introduced

How are your employees feeling about the pace of change at your organization?

Timeline: How quickly can you expect changes

What do employees need to accept the change?

Communication: What messages should you sendResources: Where can they go for help

What do you define as “success”? Measurements

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Phase 3: Create

• Write clear communications to motivate change– Answer the “why” and “what’s in it for me”

• Design materials that reinforce the brand message

• Reach all audiences using a variety of channels– How do employees like receiving information?

• Provide managers with the tools to lead the change– Define a manager’s role as a

communicator

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Questions to Ask Yourself

• What channels work best for your organization?• What image do you want to project with these

communications?• How will the materials be used (for example, new hire

orientation, one-time campaign, manager toolkit)?

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Engaging Managers

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Stories from the Create Phase

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CEO Communications

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Stories from the Create Phase

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Phase 4: Reinforce

• Employees begin to embrace change– Acceptance has begun

• Measure change; revise or repeat key messages– Understand why others are being

left behind– Find out what else you need to

sustain change• As more employees embrace change,

successful and lasting changes become the “New Normal”

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Questions to Ask Yourself

• How can we measure progress toward the objectives?• What channels can we use to create a dialogue with

teammates?• How will new employees and mangers be supported?

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How to know what your employees prefer

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Stories from the Reinforce Phase

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The benefits information was mailed to everyone’s home.

Receiving the printed information at home made it convenient to review and consider my plan choices

I would have preferred to receive materials at work instead of mailed to my home

80%

20%

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Stories from the Reinforce Phase

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Stories from the Reinforce Phase

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2011 2012 2013 2014

22 28 32 43

78 72 68 57

Consumer Plan Enrollment

Consumer Traditional

$1,184

$1,387 $1,402

$1,000$1,100$1,200$1,300$1,400$1,500

Avg HSA contribution

2011 2012 2013

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Stories from the Reinforce Phase

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Ways to Overcome Common Pitfalls

• Determine what employees know – Do they consider the changes complex?– What perceptions exist about the change?– How does your culture support change?

• Use a variety of channels• Personalize whenever possible answering “What does

this mean to me?”• Develop a consistent brand that conveys key messages• Involve managers in the change management process

– Ask for their input– Provide them tools to communicate effectively

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Are you considering this type of change?

• Implementing a new computer system• Starting a new performance management process• Changing the food in your vending machines or ceasing

to provide soda• Emphasizing safety at your organization• Changing a vacation policy• Acquiring or merging with a new organization

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Benefits to your Organization

Higher teammate satisfaction and engagement levels

Increased productivity and lower turnover

Improved focus on organizational goals

Maximized use of technology

Higher employee satisfaction and engagement levels

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Questions?

Kimberlie EnglandPrincipal, Change ManagementFindley Davies Inc.419-327-4109kengland@findleydavies.com

Debra CrowCorporate Communications ManagerThe Andersons, Inc.419-891-6483Debra_Crow@AndersonsInc.com