How a change advocate network can play an integral role in your change management strategy.

Introduction

Change is inevitable, especially in today's business environment. Whether it's implementing new technology, adapting to market trends, or restructuring internal processes, organisations must navigate through constant evolution and change. One of the key elements that can significantly impact the success of any change initiative is a well-established Change Advocate Network. In this article, we'll delve into what a change advocate network is, explore the benefits they bring, and provide valuable tips on how to make the most out of them.

What is a Change Advocate Network?

A Change Advocate Network, also known as a Change Champion Network or just a Change Network, is a group of individuals within an organisation who actively support and champion a specific change initiative. These advocates act as liaisons between a project team and the broader employee base, helping to communicate the purpose, benefits, and impact of the change. Essentially, they are the ambassadors of change, working to build consensus, mitigate resistance and facilitate a smoother transition, while also acting as the ‘voice’ of the group they represent, providing a valuable source of feedback into the effectiveness of your change strategy.

Change Advocate Network participants may come from various levels and teams within the organisation. By engaging employees at different levels and across various functions, a Change Advocate Network becomes a diverse and influential force capable of driving the change through multiple channels.

The benefits of a Change Advocate Network

1. Enhanced communication

Change can be met with scepticism and resistance if not communicated effectively. Change advocates serve as communication conduits, translating complex messages into relatable terms for different audiences. Their presence helps bridge the gap between leadership and employees, fostering open dialogue and helping people to understand what change actually means for them, in terms that they’ll understand.

2. Increased employee engagement

Employees are more likely to embrace change when it is presented by their peers rather than solely by top-down directives. Change advocates bring a relatable face to the initiative, making it easier for colleagues to connect with and understand the reasons behind the change. This engagement contributes to a more positive and collaborative workplace atmosphere.

3. Faster adoption of change

With a network of advocates actively promoting and supporting the change, the adoption process becomes more streamlined. Employees are more likely to follow the lead of their trusted colleagues, accelerating the pace at which the organisation can successfully implement the desired changes.

4. Improved problem resolution

Change advocates serve as a valuable feedback loop between employees and leadership. By being on the frontline, they can help identify and address pockets of change resistance early in the process, helping to fine-tune the change strategy and ensuring a more successful implementation.

5. Cultural alignment

Change often requires a shift in organisational culture. Change advocates play a pivotal role in aligning the proposed changes with existing values and norms and “walking the talk”. Their influence helps cultivate a culture that is not only accepting of change but also proactive in driving it.

Tips to get the most out of your Change Advocate Network

1. Be very specific about your expectations

Clearly define the role and expectations of your change advocates. Outline the specific tasks they will be responsible for, the time commitment required, and the skills necessary for success.

Providing a detailed roadmap helps set realistic expectations and ensures that everyone involved understands their role in the change process, especially their leader who may be concerned about the time they will be spending away from their day-to-day job.

2. Be strategic about who you include

Not all employees are equally suited to be change advocates. Be strategic in selecting individuals who possess strong communication skills as well as credibility within their peer group. Consider diversity in terms of department, experience, and personality to create a well-rounded and influential network.

Whilst you can ask for people to self-nominate into a Change Advocate Network, we recommend getting nominations from leaders to ensure that the right individuals are selected. This will make the network easier to manage in the long run.

It might seem counter-intuitive, but it can be valuable to include some individuals who are likely to be less supportive of the change. By giving them a defined role within the change initiative, they will feel less like the change is happening to them and therefore are more likely to embrace what is coming.

3. Provide adequate support

Empower your change advocates by providing them with the necessary resources and information. This group are going to need to be able to access information quickly and easily to enable them to answer the questions of colleagues and provide support in a timely manner.

Dedicated training, regular check-ins, feedback loops, a central repository for information and a clear process for escalations if help is required will ensure that they feel equipped and supported throughout the journey.

4. Foster a collaborative environment

Encourage collaboration among change advocates and create opportunities for them to share insights and experiences. This collaborative environment allows advocates to learn from one another, troubleshoot challenges together, and collectively contribute to the success of the change initiative by banding together to solve problems as a group. This typically involves setting up regular meetings but can also extend to communication groups (Teams, Yammer, WhatsApp, Slack etc.) and physical war rooms or drop-in places.  

5. Recognise and celebrate achievements

Acknowledge the efforts and successes of your change advocates. Publicly recognise their contributions, whether through formal channels or informal appreciation. Celebrating achievements not only boosts morale but also reinforces the importance of their role in driving successful change within the organisation. It also generates interest and excitement around the network and encourages others to step forward for the role in the future.

Conclusion

In conclusion, a Change Advocate Network can be a game-changer for your change management approach. By strategically selecting and supporting individuals who can champion the cause, organisations can enhance communication, increase employee engagement, and facilitate a more seamless transition. Embracing the role of change advocates is not just best practice; it's a strategic imperative for organisations looking to thrive in an ever-evolving business environment.

If you would like help setting up a Change Advocate Network or with a broader change management requirement, please do not hesitate to get in touch.

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