Employee Communication in Change Management

Communication Is Key in Change Management

By Susan M. Heathfield, About.com Guide

You cannot over-communicate when you are asking your organization to change. Every successful executive, who has led a change management effort, in my experience, makes this statement.

I have never worked with a client organization in which employees were completely happy with communication. Communication is one of the toughest issues in organizations. Effective communication requires four components interworking perfectly for “shared meaning,” my favorite definition of communication.

• The individual sending the message must present the message clearly and in detail, and radiate integrity and authenticity.
• The person receiving the message must decide to listen, ask questions for clarity, and trust the sender of the message.
• The delivery method chosen must suit the circumstances and the needs of both the sender and the receiver.
• The content of the message has to resonate and connect, on some level, with the already-held beliefs of the receiver.

With all of this going on in a communication, I think it’s a wonder that organizations ever do it well.

Change management practitioners have provided a broad range of suggestions about how to communicate well during any organizational changes.

Recommendations About Communication for Effective Change Management

Develop a written communication plan to ensure that all of the following occur within your change management process.

• Communicate consistently, frequently, and through multiple channels, including speaking, writing, video, training, focus groups, bulletin boards, Intranets, and more about the change.

• Communicate all that is known about the changes, as quickly as the information is available. (Make clear that your bias is toward instant communication, so some of the details may change at a later date. Tell people that your other choice is to hold all communication until you are positive about the decisions. This is disastrous in effective change management.
  
  
• Provide significant amounts of time for people to ask questions, request clarification, and provide input. If you have been part of a scenario in which a leader presented changes, on overhead transparencies, to a large group, and then fled, you know what bad news this is for change integration.
• Clearly communicate the vision, the mission, and the objectives of the change management effort. Help people to understand how these changes will affect them personally. (If you don’t help with this process, people will make up their own stories, usually more negative than the truth.)
  
  
• Recognize that true communication is a “conversation.” It is two-way and real discussion must result. It cannot be just a presentation.
  
  
• The change leaders or sponsors need to spend time conversing one-on-one or in small groups with the people who are expected to make the changes.
  
  
• Communicate the reasons for the changes in such a way that people understand the context, the purpose, and the need. Practitioners have called this: “building a memorable, conceptual framework,” and “creating a theoretical framework to underpin the change.”
  
  
• Provide answers to questions only if you know the answer. Leaders destroy their credibility when they provide incorrect information or appear to stumble or back-peddle, when providing an answer. It is much better to say you don’t know, and that you will try to find out.
  
  
• Leaders need to listen. Avoid defensiveness, excuse-making, and answers that are given too quickly. Act with thoughtfulness.
  
  
• Make leaders and change sponsors available, daily when possible, to mingle with others in the workplace.
• Hold interactive workshops and forums in which all employees can explore the changes together, while learning more. Use training as a form of interactive communication and as an opportunity for people to safely explore new behaviors and ideas about change and change management. All levels of the organization must participate in the same sessions.
  
  
• Communication should be proactive. If the rumor mill is already in action, the organization has waited too long to communicate.
  
  
• Provide opportunities for people to network with each other, both formally and informally, to share ideas about change and change management.
  
  
• Publicly review the measurements that are in place to chart progress in the change management and change efforts.
  
  
• Publicize rewards and recognition for positive approaches and accomplishments in the changes and change management. Celebrate each small win publicly.

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Best Employer in India - No 11 Godrej Consumer Products

GODREJ CONSUMER

Industry: FMCG
Employees: 1,354
Workplace locations: 8
Business units: 1
Unique roles: 105

“WE SEE our employees, and not our brands, as our greatest assets,” says Adi Godrej, Chairman of the Rs 7,500 crore Godrej Group. It’s a healthy giveand- take relationship, and it is more pronounced in a slow market like this. Says Sumit Mitra, Executive Vice-President (HR), Godrej Consumer, the Rs 1,200 crore group flagship: “The company’s philosophy is do more for people, but also demand more from them.”

The company has always followed a policy to weed out non-performers. Now, it has made its rewards structure sharper than ever before. Says Godrej: “We have a strong performance-linked bonus system and have even extended employee stock options across all levels of management.”

The group believes in empowering its employees and taking initiatives for their development. So, Godrej Consumer offers multi-skilled training to its employees so that they can play multiple roles, instead of hiring afresh and adding to costs. More recently, it launched a consumer immersion programme. Employees, across functions, are encouraged to interact with consumers on Godrej products and pass on feedback to the product development team. One outcome of such engagement is greater emphasis on fragrance and packaging. Says Mitra: “The rough consumer interaction, they realised that, besides core values, fragrances and packaging play a key role in buying decisions.”

In May 2008, the group unveiled a new brand identity that promised “brighter living”. It wasn’t just a cosmetic change, says Mitra. “We took every employee through the attributes of brighter living at a mindset level, and told them that we meant it.” The Godrej brass gives two numbers to make their point. Attrition, says Mitra, is just 1%. Adds Godrej: “In 2008, only 20 stocks gained, and Godrej Consumer was one of them.”

—Ajita Shashidhar
Source :outlook business


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No.10 Mariott Hotels

MARRIOTT HOTELS INDIA

Industry: Hospitality
Employees: 3,250
Workplace locations: 4
Business units: 5
Unique roles: 27

BUSINESS IS tough, which is even more reason for Marriott to hone its workforce. “Our values get stronger during such times,” says Rajeev Menon, Vice-President for Marriott in India, Malaysia, Maldives and Pakistan. The company’s pyramid organisation structure has associates (its front-end staff ) at the top. They are the company’s biggest asset, says Menon. “So, we have already paid bonuses and the increment has been 8-10%,” he says.

Once a year, associates take an online survey of 42 questions on personal leadership, teamwork, worklife balance, personal growth and rewards. “The survey helps us understand associates and improve their performance,” says Gurmeet Singh, Area Director of HR for India, Maldives and Pakistan.

Marriott runs 14 different training programmes for its employees, and the investment on training is on the no-compromise list. New recruits undergo a week-long training, and follow ups after 60 days and 90 days on the job. There’s an online programme to develop skills of associates and a portal that facilitates their personal development. At the managerial level, Marriott employees are categorised into three bands: red (entry level), blue (department-head level) and purple (divisionalhead level). Across these bands, the company runs a talent development and succession plan. “We have groomed about 80% of our associates to the red band,” says Singh.

With an average increment of 8-10%, Marriott is not a big paymaster, and its 30% attrition rate is a cause for concern. “But we don’t lose employees due to monetary issues. It’s mainly to foreign competition and luxury cruises,” says Nayna Panjanani, Director of HR at JW Marriott (a division of Marriott, in Mumbai). “Many do come back.” Adds Singh: “We focus more on recognition than on rewards.” Every May, Marriott hosts an associate appreciation week, which is a time to thank its associates. “Th e executive committee is on the floor serving them,” says Panjanani.

Source : outlook business

No.9 Domino Pizza

DOMINO’S PIZZA INDIA

Industry: Food services
Employees: 5,620
Workplace locations: 5
Business units: 176
Unique roles: 32

IN MOST organisations, a 106% attrition rate would be alarming. At Domino’s, it’s pizza as usual. That triple-digit rate is at the entry (delivery person) level, populated by 12th pass students who are still finding themselves. At the store manager level, the attrition rate is 21%, much better than the industry average of 40-45%. At the corporate office, it’s almost nil, with several employees having been in the company since it was formed in 1998-99.

The challenge for Domino’s is how to keep its 20-somethings interested, compete as it does with the BPO industry, which offers higher salaries and more perks. Still, people stay. Some even return to a system that empowers them to perform and gives a fair opportunity to the deserving to rise through the ranks. For instance, by clearing four training modules, a delivery boy can become a store manager in five years. Straight out of class 12, Raj Sahi joined as a delivery boy in 1996. Today, the 33-year-old oversees the Western region, and is responsible for a turnover of Rs 100 crore per year. With financial assistance from Domino’s, he also completed his graduation.

Employee education is a stated objective at Domino’s— it spent Rs 45 lakh in 2007-08 on training and will spend Rs 55 lakh this year. The company has tied up with leading institutes for distant education courses (both graduate and post-graduate). It also sends chosen employees for a one-year, residential, customised management course at IMT Ghaziabad. Says Ajay Kaul, Chief Executive Officer, “If they stay with the company for two to three months, they see the benefits flowing.”

Store managers are seen as the CEO of their stores. Says Basab Bordoloi, Vice-President (HR): “They practically run the business, which inculcates an entrepreneurial zeal among them.” Store managers handle their store as a separate business unit. They have the right to question corporate moves that have cost implications on their store. “The sense of responsibility and career growth keeps us motivated,” sums up 25-year-old R Devrajan, who manages six stores in Delhi.

No.8 LG Electronics

LG ELECTRONICS

Industry: Consumer durables
Employees: 3,000
Workplace locations: 41
Business units: 1
Unique roles: 417

THE PREMISE for HR at LG is if the company takes care of its employees, its performance will improve. Yet, just five years ago, LG India was losing 35% of freshers within a year of them joining the company. That number is now down to 5% and not one employee earmarked as core talent or in the successor group has left in the last one year.

Behind this turnaround is a change in the basis of expectations from employees and the way they engage with the company. Activities were introduced and processes were reoriented towards increasing inter- and intra-departmental interaction, promoting fun at work, providing instant recognition and improving work-life balance. LG was considered a tough place to work, especially at the branch level.People were slogging even on Sundays to meet targets. This workaholism ended when the HR imposed a blanket ban on employees working on Sundays. Initially, workers accustomed to chasing targets at the expense of personal lives still flouted the diktat, but HR followed through—they called up employee homes on Sundays and holidays to confirm that employees were not working.

Touches like this make Dr Yasho V Verma, Director (HR and Marketing Sales), LG, say: “On paper, every HR team is strong, it is implementation that matters.” Small things, like the 30-minute freewheeling session with the boss, count. Team leaders managing less than 15 people have to do this once a month; those managing more than 15 people, once in two months. They also have to take their team out every month, at the company’s expense.The bonding and interaction improves trust and team spirit, and creates a better working environment. After these measures were introduced, late sitting in the office reduced by about 80%.

A similar concept exists at the blue-collar worker level too. An HR person takes line guardianship of 30-40 employees, and meets them once a month for at least 15-20 minutes to hear them out and understand their mindset. The onus of resolving employee issues lies with the HR person, and processes in place make them accountable.

For employees, professional growth is important. So, the HR team prepares a five-year plan for employees based on a three-day workshop with them, where behavioural and functional capabilities are assessed. A clear training plan is drawn up on how to achieve the goals. Two months back, this programme covered 1,250 employees. Every month, 40 more employees are added, with the eventual objective of covering all 3,400 employees at LG. Verma sees HR people as “psychologists” who can read employee minds and take quick action. LG’s numbers show they have been doing that.

No.7 Eureka Forbes

EUREKA FORBES

Industry: Consumer durables
Employees: 9,400
Workplace locations: 243
Business units: 4
Unique roles: 106

AT EUREKA Forbes, employees who have put in two years in the company are eligible to contest an in-house election for ‘councillors’ and ‘senators’. In 2008, 270 candidates contested for 56 seats (42 councillors and 14 senators); they even drafted their own manifestos, and articulated plans to develop their ‘constituencies’. All employees cast their votes through a secret ballot to elect the ‘house of Eurochamps’. Councillors meet once a month, the senate once a quarter, to address employee issues. “The idea is to ensure the voice of our people is heard in the decision-making process,” says Suresh Goklaney, Vice-Chairman & Managing Director, Eureka Forbes: “The concept has helped us eliminate barriers in the flow of knowledge and communication across hierarchies.”

For a direct-selling company like Eureka Forbes, employees are its single biggest asset. The company looks to take people with average educational qualifications and turn them into performers through a mix of training and performance-based incentives.The company runs an induction programme for newcomers and a refresher course for front-line employees. In 2000, Eureka Forbes tied up with Narsee Monjee Institute of Management and Higher Studies, and floated an academy to offer management diploma courses to its employees. The academy is still active. The company is now planning to team up with premier B-Schools to co-develop sales-centric training programmes.

Succession planning is also a critical item on the company’s agenda. It is working on a programme that will help it spot potential managers and mould them for bigger roles. So, a front-line sales person can grow to become a Vice-President.

Eureka Forbes, says Goklaney, is highly performance- driven. “Compensation at all levels is performance-linked and the variable component varies from 40-60%,” he says. However, attrition is high. “Although it is 4% at senior levels, it is 30% at the front-line,” says Harsimran Singh, Senior Vice-President-Human Resources & Organisational Effectiveness. Still, she says, there’s a silver lining to this high rate of attrition: “It helps to align the employee base with regular performers.” And that helps the business—and, in turn, the people who run it.

Source : outlook business

No.5 ITC Welcome Group

ITC Welcomgroup

Industry: Hospitality
Employees: 2,000
Workplace Units: 26
Business units: 14
Unique roles: 21

THE DOWNTURN, THE MUMBAI TERROR ATTACKS, AND MOST recently, the shifting of the IPL to foreign shores, have affected the hospitality sector adversely, but the Rs 2,300 crore ITC Welcomgroup hotel chain has no plans to slow down. The company isn’t lowering growth projections or reducing its workforce. In fact, ITC’s cash-rich, debt-free hospitality division plans to double the number of rooms in its luxury hotels to 5,000 in the next three years, to be in a good position to ride the upturn when it happens.

At a recent conference in Gurgaon, senior officials from across the country discussed how to weather the current difficulties without any major internal upheaval. The message that went out to employees at the end of the three-day conclave was: “no layoffs or pay cuts’’. Given how most other companies are taking drastic cost-cutting measures just to stay afloat, that message would have been very reassuring for employee morale.

Employees have always been treated well, even after they retire. Although it is the ideal hunting ground for other services players such as airlines, business process outsourcing (BPOs) and banks, especially at the junior management level, ITC Welcomgroup has managed to keep attrition down to 11%, well below the industry average. “That has been made possible,’’ says Anil Sharma, Vice-President and Head of HR at ITC Welcomgroup, “by benchmarking our salaries to those paid in these industries, ensuring that the cash component is the highest in the salary, and also paying a handsome retention bonus at the end of three years.’’

For middle-level managers, the benchmark is the hospitality sector: hospitals, competing hotels and real estate companies, because these companies were luring away its managers. ITC Welcomgroup also added the best in lifestyle benefits—houses in good locations and expensive cars—to take care of employees’ family needs. For those at the very top, it is Hindustan Unilever, Infosys and the Tata Consultancy Services (TCS) that became the competition.

A high basic pay is just one part of the package; other intangible benefits such as job satisfaction, ability to move within the organisation and the freedom to express opinions also help in employee retention. Moreover, the company’s distributive leadership model, as opposed to centralised leadership followed by most companies gives strategic business unit (SBU) heads full autonomy and authority to run their respective businesses as they see fit. Also, its emphasis on collective action has built team spirit among employees.

Nakul Anand, CEO, ITC Welcomgroup, feels that morale is high because the company takes care of most employee needs. And he should know, having spent 33 years in the company. Every employee gets ample opportunities to rise up the ladder. Says Sharma: “The only limits to growth in our company is our own competence.” He cites the example of Sunil Sikka, who rose from bellboy to general manager over a 30-year period, after getting 17 promotions.

Anil Sharma recruited Jeevan Unnithan, who was a captain in the army, as an assistant manager nearly six years ago. Today, Unnithan has risen to the post of Divisional Human Resource Manager. “Even in these troubled economic times,
I know I can sleep soundly because I am working with ITC Welcomgroup,’’
says Unnithan .

Source : outlook business

No.4 Cisco Networks

Industry: Networking
Employees: 4,600
Workplace Units: 7
Business units: 4
Unique roles: 72

CISCO PRIDES ITSELF ON ITS NETWORKING ABILITIES—HUMAN networking. So, one would expect the company to stress on HR practices that pamper employees. Surprisingly, HR boss Subhash AK Rao is remarkably blasé on what differentiates Cisco as a workplace. “By itself, we don’t do anything out-of-the-ordinary—rather it is the degree to which the attributes of a good workplace come together that makes us unique.” To top it all, this isn’t your usual MNC, where control rests outside India. With 20% of Cisco’s leadership based here, India calls the shots too. Rao explains: “India today leads 28 sectors for Cisco worldwide, up from just five earlier. This has opened up new opportunities.” Because a chunk of Cisco’s work is driven out of India, people here are exposed to a wider canvas.

In a day, a Cisco employee could be working for four different geographies, two technologies and three markets. Employees find this variety exhilarating, but admit its hard work. Long hours are common in Cisco, but employees have the flexibility to work according to their timelines. “If you want to take off early on Friday or get into office late on Monday, nobody will stop you. We are treated as mature adults—there’s no nagging,” says a young hire.

The opportunity to work across different technologies and diverse customer groups is another attraction at Cisco. This is possible, says Rao, because Cisco does not follow a single technology religion. “We started with routers, moved into switches and followed up with data, voice, video and now mobility. There are 20 technologies in which Cisco is either number one or number two globally. At Cisco, we cover the gamut of the hi-tech industry—not many organisations give you this opportunity,” adds Rao.

Although the size of the organisation is $40 billion with 60,000-plus employees on the rolls, Cisco works like a cluster of businesses (built around a particular echnology area). An old Cisco hand says each business unit runs like an independent company, and is responsible for its products and revenue stream. “Targets are set internally and people within the business unit are responsible for these targets. You are pretty much on your own, and that’s what keeps the spirit of innovation alive,” he adds.

At Cisco, innovation is not just about technology and engineering—it’s also about how to run the business. Explains Rao, “Our mantra is collaboration and teamwork. For example, formal reporting is a very insignifi cant part of what defines you—you are defined more by how many councils you are on, what you are leading and what initiatives you are a part of.” Also, as Cisco transitions from simply selling a product to sharing risk and revenues with customers, everyday brings with it new lessons.

Cisco’s tagline of ‘changing the way we live, work, play and learn’ may sound a little exaggerated to outsiders, but Rao says the company actually walks the talk. For example, the use of technology at the workplace enables employees to work anywhere and collaborate with anyone—whether it’s a video-conference at the touch of a button or a ‘virtual office’ router at home. Cisco does not believe in commute to compute— the rationale is that you should be able to compute from anywhere and commuting should be more around collaboration.

People inside Cisco use the phrase ‘worklife integration’ to describe the Cisco culture. “If you enjoy what you do and are able to do it at your convenience, I can’t think of a better alternative,” sums up Rao.

Source : outlook India