During a recent Davis & Company meeting, my colleagues discussed why they love certain brands. I noticed a key theme in the conversation: convenience. Now, this is not a shocking revelation by any means. We live in a world where most everything we want is at our fingertips (think DoorDash, InstaCart, Netflix).
When communicating with employees, managers want the same convenience we want from our favorite brands. And we know from research that employees often turn to their people managers for clarity during times of change. So, when a change initiative is added to managers’ already full plates, communicators can help by making it as easy as possible.
My convenience inspiration comes from my favorite brand, Lovevery. Here are three practices from Lovevery that can be deployed to prepare managers for their communication role during a change.
1. Take out the guesswork
What they do: Lovevery has become a reputable, award-winning company that does toy research, so I don’t have to.
Here’s how to do it: Managers don’t have time to decipher how they can be advocates for the change. So, it’s up to communicators to be specific about what managers need to know and do. Create a checklist with clear action items and deadlines and provide tangible examples to help managers succeed in their role.
2. Package everything together
What they do: Lovevery offers a subscription that mails age-appropriate play essentials to my doorstep every few months. And they include everything I need in the play kit—from instructions and tips to information that explains how each toy helps a child’s developing brain.
Here’s how to do it: Create an organized one-stop-shop (app, microsite, etc.) that houses the information and tools managers need for the change initiative. This makes it easy for managers to find and use available resources to fulfill their communication role.
3. Stay top of mind
What they do: A few days after the play kit arrives, Lovevery emails a follow-up message with activity ideas and child development guidance.
Here’s how to do it: Send emails or set up calendar events that remind managers of upcoming deadlines. Include helpful information to support managers with their role, such as links to the resources on the dedicated app/microsite, additional communication tips, and success stories or lessons learned from other managers.
Next time you’re tasked with developing change communication, incorporate Lovevery’s ideas to get managers on board with their communication role in the change.