management. In addition, for change to be successful it is critical to have effective communication of the change message. The respondents gave their view on the significance of communication, their own experience and how they communicated change. Below are the respondent's views.
Respondent A:
Ok, now in our case, of course, you have to firstly come from the point of view that it’s a small company, very flat management structure. That makes communication much easier you know, in that you do not have to pass it through the ranks you know and have that
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broken telephone kind of effect you know, where with every layer passing on a message something could possibly get lost in the transmission. The way that we approach things is; about a year ago we said, let’s stop having exco meetings, let’s stop this distinguishing between strategic meetings and meetings with the rest of the staff.
And so, we decided to call an exco meeting a WhatsApp meeting, so that everybody takes part in our weekly strategic discussions as to where we are going. And it also allows everybody on the table for honest and frank discussions…….
We have an attitude in our company, that the communication shouldn’t be according to level. I told you last time that we have a very flat management structure. So, when we do the communication, it’s a two-way process because a lot of the change is driven by input from the human resources working for us, so instead of it being pushed from the top, what we really communicate from the top is just the broad stroke you know, where we are heading and why we are heading there, and how we will achieve it. But any of the details we actually actively look at participation from our employees you know, so that the communication will be two way…..
Respondent B:
We take a topic and then we have an exco meeting and then we debated in the exco meeting and then they decide, ok let’s go with it and then make a few inputs in the meeting, and then we engage with the staff and then we start to investigate using the process that you first engage, investigate and analyse before the staff implement. And the staff will be fully aware of the new initiative that is taking place, so they will also do their research…..
Ok, what is important in that is; all the different aspects of communication, written, verbal, policy directives and all these are part and parcel. But the biggest communication aspect from leadership in change management is how visible they are in enacting change management because they should be live examples of change management….
Respondent C:
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…..The immediate thought that comes to my mind is one; leadership has a responsibility to always scan the environment and identify possible factors that could lead to change in the way that the business conduct itself. So, as leadership identify that and it has to be put on the table where you bring all employees in, and then share those possible external factors and their possible effect, you share with them. And then ask the input on how they think the business must react to that. We do not have any specific techniques to communicate change, depending on you know, what the nature of the change is, internally we have weekly meetings management and staff and we have got open communication channels. So, its formal weekly meetings but we have got very informal management discussion as well.
The other way that leadership must communicate is by not looking at external factors but involve the other people, all employees on a proactive basis and ask them for their input as to what they think should be changed in the business.
Respondent D:
I think communication is a process and the detail at the end of the day is very important if you want to go to the practical side of it. I think one of the biggest problems is that companies do not communicate the purpose of change. So, if your workers can see the benefits thereof; how it is going help them do their jobs easier or whatever you know, depending on what the change factors are it would be very important to communicate the purpose.
Respondent E:
So, from my perspective, my main communication was with the executive team, so I played more of sort of advisory type of role to the executive team, and it’s not a big company, so it’s relatively easy to put the message across. But what we did is to make sure that we get input from all aspects of the business and to make sure that everyone’s input is considered and thus everyone in the management team.
Respondent F:
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Normally when there is change, I mean also comparing to what we do here, we bring everyone together in the exco meeting and when it’s also you know, discussed to all the staff in terms of what is happening, where we are going in terms of the changes that are there.
Respondent G:
There are so many ways that you can do that, just using all the different platforms that we have, but you have to do that for example, the use of WhatsApp as informal communication that’s the easiest way of communicating, it shouldn’t be an issue. I do not think that you must make it an issue, rather see it as an opportunity and start communicating with all the other people in the organisation.
Respondent A, B, C, E, F and G to a greater extent share the similar view point in as far as change is communicated in the company particularly on the point of bringing everyone together in the exco meeting or WhatsApp as informal way to communicate change. In addition, while the majority of the respondent emphasised similar views respondent D had rather a different way of expressing his view although he largely shares the same perception with other respondents.