​It’s no secret that the world is in the midst of a period of major change, led by climate challenges, political shifts and geopolitical conflicts. In this difficult and evolving environment, ensuring an organisation’s communications and messaging strategies are correct has never been more important. And securing the right skills to deliver this can make or break the effectiveness of a comms strategy. However, as employers will recognise, the marcomms market is still feeling the impact of skills shortages.

But why is messaging so key during times of change, and how can firms ensure they’re getting their communications recruitment right in order to secure the best talent in the market?

​

Communication in periods of change

Ultimately, any major transition – planned or not – is destined to fail without effective communication. Periods of organisational change are inevitable in today’s fast-paced business world, and mergers, restructures, digital transformations, crises and more all demand effective messaging to guide stakeholders.

During these times, having specialists on board who can cut through the noise is especially critical. In the UK political world, for example, the new Government has announced potentially unpopular moves, with tax increases one such example. Explaining the rationale behind such moves to those impacted, requires the right messaging and comms strategies.

Across the Atlantic, the recent US election result is likely to have a similar effect, and the only way to regain the support of at least some of the near 50% of the population who opposed the Republican Party will be through effective and powerful communication.

The same principles apply in the world of business and employment. In order to take staff, investors, customers or any stakeholders on a journey with you, requires the skills of talented professionals who can cut through the noise and develop messaging and strategies that resonate with audiences and their range of individual and collective motivators. The best professionals will be able to develop these themes, and deliver them appropriately, with the right messages reaching the right people, at the right time.

Highlighting the reasons and drivers behind why a business is doing something, and the potential benefits that can follow will help to reduce uncertainty, which is particularly valuable during periods such as a change in ownership or leadership, for example, where staff in particular might be feeling uncertain about their future. This also helps to build trust whilst realigning the organisation based on shared principles, goals, vision and values. Effective communications can empower employees by giving them information they need to adapt and thrive.

Any type of change – whether seemingly positive or negative – can lead to uncertainty, which, if not managed properly, can erode trust and potentially lead to staff leaving