Organizational transformation, whether giants of the industry or innovative start-ups, is a major issue. These transformations can take different forms: reorganization, merger-acquisition, digitalization of processes or cultural change. But whatever the objective, the success of this transformation is largely based on an often neglected, but essential component: internal communication.
Why is internal communication the key in the success of organizational transformation?
Internal communication is a strategic lever that makes it possible to guide and support employees through changes. A study by McKinsey revealed that companies that succeed in their transformation are those that invest in the communication and commitment of employees. Indeed, a clear and transparent communication strengthens internal cohesion and generates a feeling of belonging, an essential support when an organization must face sometimes destabilizing changes.
The first reason why internal communication is vital is that it Reduces resistance to change. Change, by nature, arouses uncertainty and anxiety. Effective communication reassures employees by explaining the reasons for the change, the targeted objectives and the advantages they will derive from it. It is also a way to maintain the commitment of the teams, which can otherwise feel disconnected from strategic decisions. According to a study by Gallup, companies whose employees are strongly engaged are experiencing an increase in their productivity by 21 %.
Another fundamental aspect is the social cohesion. During a transformation, the alignment of the teams on the vision and the objectives of the company is essential. Regular meetings, modern collaborative tools, and increased transparency promote cooperation and collective membership. Without a fluid and coherent communication, internal differences can emerge, threatening the cohesion of the teams and, in the long term, the success of the transformation.
Finally, internal communication is essential for integration of feedback employees. In a context of transformation, it is necessary to be able to adjust the strategies and processes according to the returns of the employees. This constant interaction with teams not only improves transformation processes, but also strengthening team spirit and establishing a climate of trust.
Studies that confirm this
Several recent studies highlight the decisive impact of internal communication in business transformation projects. One of them, led by the Bain & Company cabinet in 2023, shows that almost 70 % of the transformations fail due to Lack of employee engagement and insufficient communication. These results emphasize that even the most ambitious strategies can fail if communication does not allow to mobilize and involve the teams over time.
Another study conducted by Proscia world leader in change management, has revealed that companies that invest in suitable internal communication strategies increase their chances of success in a transformation project by 40 %. This includes the use of multiple communication channels (physical and virtual meetings, collaborative platforms, emails, etc.), and the implementation of local leadership to ensure that each employee feels listened to and involved.
Example of a French company having succeeded in their transformation thanks to internal communication
Mirova, an investment company specializing in sustainable finance, recently went through a period of cultural transformation. The objective was to strengthen the integration of environmental, social and governance (ESG) criteria in all aspects of its activity. This change was led by proactive internal communication, focused on the involvement of teams in the business vision.
Of the Participatory workshops Employees have made employees to coerce projects and strategies, while regular communications via newsletters and webinaries have made it possible to maintain all the staff aligned with new priorities. The emphasis was put on the continuing education and on the role of employees in the integration of ESG criteria. This internal communication model has enabled Mirova not only to succeed in its transformation but also to strengthen its modern and responsible business image.
Good practices for successful transformation through internal communication
For an organizational transformation to succeed, here are some good practices in terms of internal communication:
Clarity and transparency ::
Make sure the objectives of the transformation are clearly defined and understandable by all. Transparency is essential to minimize rumors and misunderstandings.
Multiple channels ::
Use a variety of channels to reach all employees (meetings, emails, intranet, forums, etc.) and allow regular information feedback.
Proximity leadership ::
Managers must be visible and available to chat with the teams. This creates a trusted environment and shows management’s commitment to the success of transformation.
Training and support ::
Form teams to the new tools and processes implemented. Personalized support is essential to minimize resistance to change.
Celebration of successes ::
Do not forget to celebrate small victories throughout the transformation process. This helps maintain motivation and give a concrete meaning to the efforts made.
