The most effective transformations start with conversation—not just direction. When employees are invited into the dialogue, strategy becomes something they believe in, not just something they’re told.
But conversation can’t stop once the change begins. Many leaders announce a shift and then go quiet. 40% of organizations communicate only during or after change, even though less than 5% of employees prefer that approach.
But those who receive communication before, during, and after are significantly more engaged and confident in company direction.
"The key mindset shift for organizations struggling with change is prioritizing engagement,” says Rustman.
“Are leaders truly listening to their people and understanding their concerns? That’s the crucial first step.
Too many companies move too fast, overlooking the long-term impact of their decisions. But slowing down to consider the people involved doesn’t just improve the change process—it leads to better results."
Many leaders hesitate to listen during change, fearing disruption. But that’s exactly when feedback is most valuable—because employees are processing the impact, adapting their behavior, and spotting real-world barriers.
"A lot of leaders hesitate to survey during or after change,” says Hudson. “But this is the best time to ask. You get real-time insight into how change is landing, and employees feel like valued participants—not passive observers."
Listening isn’t just about surveys. It means engaging before decisions are final, creating space for questions during change, and continuing conversations post-rollout. Lucy Adams, author of The HR Change Toolkit recommends the EACH framework: treat Employees like Adults, Consumers, and Humans—share honest context, tailor communication, and acknowledge emotion.
Change is hard because people crave certainty—and change, by definition, challenges it. But effective communication helps people tolerate that uncertainty. By sharing updates along the way—even when the path is still unfolding—leaders can reinforce trust, demonstrate progress, and keep employees engaged in the process. Importantly, leaders don’t need to have the full roadmap. Most transformations begin with a destination, a few early steps, and some milestones. Ongoing, transparent communication helps employees navigate uncertainty and stay engaged as the plan evolves.
“Change is often the start of something new, but there’s also a sense of loss,” says Davies.
“We need to create space for people to process the shift—letting go of what was and embracing what’s next. Change can be both exciting and scary, and we want to support our team through that in-between space.”
Go one step further by considering who you engage. Champions model the right mindset. Challengers offer useful resistance that, if addressed early, can prevent bigger issues.