The Importance of Communicating Change Identifying Predictors For Support and Resistance Toward Organizational Change Processes
The Importance of Communicating Change Identifying Predictors For Support and Resistance Toward Organizational Change Processes
The Importance of Communicating Change Identifying Predictors For Support and Resistance Toward Organizational Change Processes
www.emeraldinsight.com/1356-3289.htm
CCIJ
24,4 The importance of
communicating change
Identifying predictors for support and
670 resistance toward organizational
Received 4 April 2019
change processes
Revised 31 July 2019
Accepted 31 July 2019 Charlotte Schulz-Knappe, Thomas Koch and Johannes Beckert
Department of Communication, Johannes Gutenberg University, Mainz, Germany
Abstract
Purpose – Past research has been concerned with finding reasons for failure of organizational changes and
the role of employees in it. Whether employees hinder or support organizational change depends not only on
the organizational context, but also on individual predispositions and the change communication employees
experience during the process. The purpose of this paper is to test how these three categories affect
employees’ attitudes toward the change as well as their tendency to show resistance or to support it.
Design/methodology/approach – An online survey (n ¼ 608) of German employees who were recently
subject to a change in their workplace was conducted.
Findings – With respect to individual predispositions and organizational context, the results show that in
particular skepticism, openness, engagement and influence on decisions are relevant predictors. Change
communication variables (e.g. involvement, participation and appreciation) explain the largest share of
variance, indicating that transparent communication and including employees in the process result in positive
attitudes toward change and support.
Originality/value – This study adds to the discussion about which factors determine the support or
resistance to organizational change by identifying relevant predictors, organizing them along three categories
and testing them concurrently.
Keywords Employee behaviour, Internal communications, Communication management,
Organizational change, Employee attitudes
Paper type Research paper
Introduction
In a digitalized and globalized world, organizations are continuously confronted with the need
to adapt to shifting external conditions. Organizational changes, such as downsizings,
restructurings, mergers and acquisitions, have become an everyday occurrence and represent
serious challenges for organizations (Kitchen and Daly, 2002). Managing change processes
successfully is vital for organizations’ survival. Crucial factors for successful change have
shown to be positive attitudes and support among employees (Erwin and Garman, 2009;
Oreg et al., 2011). Reasons for failure, on the other hand, are manifold. Communicating
insufficient and incomplete information, for example, can lead to resistance among employees,
which inhibits the implementation of the change and increases its costs (Christensen, 2014).
Thus, research has been concerned with identifying the reasons for why employees
support organizational changes in some cases but try to impede them in others (Burnes,
2011). Previous studies on employee reactions to change identified three types of
perspectives that are relevant (Erwin and Garman, 2009; Oreg, 2006): The first line
of research identifies various personality traits of employees as determinants of resistance
or support to change. For example, individuals who fear the unknown and tend to be more
Corporate Communications: An
International Journal skeptical were found to be more likely to show resistance (Dubrin and Ireland, 1993). In turn,
Vol. 24 No. 4, 2019
pp. 670-685
individuals with higher levels of self-efficacy are more likely to support change (Eby et al.,
© Emerald Publishing Limited
1356-3289
2000; Judge et al., 1999). The second perspective focuses on the relationship between the
DOI 10.1108/CCIJ-04-2019-0039 employee and the organization. Here, scholars have focused on the role of trust in
management or the organizational climate (Schneider et al., 1996; Van den Heuvel et al., The
2015). The third perspective concerns the internal communication of change processes. importance of
Barrett (2002) refers to internal communication as the “glue” that holds the organization communicating
together in times of change. Change communication is an important determinant of how
employees perceive the change and thus can contribute to reducing resistance and change
generating support (Armenakis and Bedeian, 1999; Christensen, 2014; Elving, 2005). If,
however, organizations fail to implement the change communication properly, it can become 671
a source for resistance itself (Ford et al., 2008; McClellan, 2011). A well-planned and executed
change communication strategy is, therefore, essential for successful change (Allen et al.,
2007; Elving, 2005; Lewis, 2011).
Since previous research examined the impact of these three perspectives separately, to
date no findings on joint effects on cognitive (i.e. employees’ attitudes toward change) or
behavioral (i.e. the likelihood to support or reject change) responses to change exist. In our
study, we thus seek to uncover how these three dimensions – individual predispositions,
organizational context and the organization’s change communication – affect employees’
attitudes toward the change as well as their willingness to show resistance to the change or
to support it. First, a literature review identifies relevant variables that affect reactions to
change, which are then categorized to the three dimensions. Second, we conduct a survey
with 608 employees of German organizations, who recently faced an organizational change
process, to test empirically which factors promote or hinder successful change.
Literature review
Attitudes, resistance and support toward organizational change processes
Organizational change describes the adaptation of organizational strategies and structures,
mainly to shifts in external conditions (Weick and Quinn, 1999). The external forces driving
change can be of political, economic, social-cultural and/or technological nature (Senior, 2002).
In addition to these external forces, change processes can also be initiated by internal forces,
such as a change in leadership, implementation of new equipment or dissatisfaction of
employees with the current situation (Senior, 2002). Most organizational changes are
implemented “top down,” meaning that the general management imposes the change on the
organization. In cases where the employees are the key drivers of change, the process can also
be implemented “bottom up” (Lupton, 1991). Further, the pervasiveness of changes can vary
largely; technological changes may simply involve the introduction of new technological
equipment. Mergers or acquisitions, in turn, can be more far-reaching as they may result in
relocation or lay-offs and clashing organizational values (Buono and Bowditch, 1989).
Strategic changes, however, can include new work routines or a change of the organizational
mission, with which some organizational members may not agree with. Thus, changes can
differ based on the personal impact they have on the individual and are often accompanied by
uncertainty (Allen et al., 2007; Bordia, Hobman, Jones, Gallois and Callan, 2004).
Therefore, change management represents a challenge to the organization. Failing to
achieve the desired results of a change can have multiple reasons. This concerns, for
example, its wrong implementation, such as lack of congruence to existing organizational
structures, lack of resources, disagreement at the management level or ambiguous goals of
the change. Apart from that there are also cases in which the change is simply unnecessary
(Armenakis and Harris, 2009; Kotter, 1995). While the introduction of new structures to an
organization can happen fast, management often ignores that employees require some time
to accept and adapt (Oreg et al., 2011). Rushed implementation and lack of relevant
information about the change can cause unnecessary strain to employees, who then may
disapprove of the change and show resistance.
According to Diamond (1986), resistance to any kind of change is deeply rooted in human
behavior. Many studies on organizational change adopt this view that employees generally
CCIJ oppose change and, therefore, take actions to avoid it (Kotter, 1995). Change implies an
24,4 intrusion to an established balance, forcing individuals to leave their familiar status quo
(Strebel, 2009). Thus, change is often accompanied by uncertainty and met with resistance,
which involves behaviors that obstruct or terminate the process (Lines, 2004). Dent and
Goldberg (1999), however, criticize that resistance to change is commonly assumed without
considering the context. Indeed, employees are welcoming change processes, when they
672 perceive the motives as beneficial: An organizational change can represent opportunities to
grow and signal employees that their organization is staying up to date (Lewis, 2011).
Jimmieson et al. (2008) found that individuals actively supported the change process, when
they had positive attitudes toward its objectives. In addition, other scholars have argued
that employees’ resistance to change can also have positive intentions: For example, when
employees see flaws in the change strategy or suspect negative implications for the
organization, resistance can be useful and lead to better outcomes (Mabin et al., 2001; Piderit,
2000). In a similar vein, change agents themselves can evoke resistance through their own
behavior. Ford et al. (2008) in this context speak of a “self-fulfilling prophecy” that occurs,
when change agents anticipate resistance, hence act inappropriately and thus receive
resistance in return.
For a successful implementation of the change it is, therefore, crucial to generate a
positive perception of the change to garner support and reduce resistance. Besides
considering how change itself affects employees’ attitudes and reactions to it, ample
research suggests that additional factors external to the change are relevant in this regard.
As mentioned, these factors can be categorized into individuals’ predispositions, the
employee–organization relationship and the way the change was communicated. We
discuss these aspects more detailed in the following sections.
Dependent variables
Attitude toward the change process. (M ¼ 3.48, SD ¼ 1.33) measures how the respondents feel
about the change in general. We assessed change attitude using a single-item measure
“What is your general attitude toward the change?” on a five-point Likert-scale (1 ¼ “very
negative” to 5 ¼ “very positive”).
Resistance to change. (M ¼ 1.24, SD ¼ 0.63) regard the employees’ intention to obstruct
the change process and was measured by the item “I try to delay or hinder the change at my
organization through my work” on a five-point Likert-scale (1 ¼ “never” to 5 ¼ “always”).
Support of change. (M ¼ 4.05, SD ¼ 1.03) concerns the degree of support of the employee
toward the change and is measured by the item “I support the change at my organization
the best I can” on a five-point Likert-scale (1 ¼ “never” to 5 ¼ “always”).
Independent variables
Individual predispositions. The survey assessed a set of eight personal characteristics
consisting of the respondents’ need for structure, skepticism, willingness to learn, resilience,
fear of the future, openness to change, internal agility and self-efficacy. We measured these
characteristics using single-items on a five-point Likert-scale (1 ¼ “completely disagree” to
5 ¼ “completely agree”). Need for structure (M ¼ 3.66, SD ¼ 0.97) was assessed by the item
“Before I start complex activities, I make an overview over the concerning tasks.” Skepticism
(M ¼ 2.40, SD ¼ 1.03) was measured by the item “When I am confronted by new facts, I am
mostly skeptical.” Fear of the future (M ¼ 2.54, SD ¼ 1.22) was measured by “I often worry
about my future.” Willingness to learn (M ¼ 4.17, SD ¼ 0.88) was measured by “I get excited
to learn new ways of thinking.” Resilience (M ¼ 3.73, SD ¼ 0.97) was measured by the item “I
remain calm in situations in which others usually panic.” Openness to change (M ¼ 3.47,
SD ¼ 0.92) was measured by the item “I am usually optimistic when something changes.”
Internal agility (M ¼ 3.84, SD ¼ 0.88) was measured by “I am able to deal with difficult and
unpredictable events.” Self-efficacy (M ¼ 3.43, SD ¼ 0.83) was measured by the item “When I
discover resistance, I find ways to push through.”
Organizational context. This concerns the employee–organization relationship, which
consists of five constructs, each measured on a five-point semantic differential scale. Job
satisfaction (M ¼ 3.74, SD ¼ 1.06) was assessed by the item “Regarding my work, I am […]”
(1 ¼ “very unsatisfied” to 5 ¼ “very satisfied”). Influence in decisions (M ¼ 2.94, SD ¼ 1.15)
was measured by the item “Regarding important decisions, I am […]” (1 ¼ “never involved”
to 5 ¼ “always involved”). Organizational climate (M ¼ 3.57, SD ¼ 1.06) was measured by
CCIJ the item “The climate at my organization is […]” (1 ¼ “very bad” to 5 ¼ “very good”).
24,4 Organizational engagement (M ¼ 3.91, SD ¼ 0.99) was measured by “For my organization
I engage […]” (1 ¼ “very reluctantly” to 5 ¼ “very willingly”). Trust in management
(M ¼ 3.07, SD ¼ 1.17) was measured by the item “Considering the change, my trust toward
my employer has […]” (1 ¼ “strongly decreased” to 5 ¼ “strongly improved”).
Change communication. The change communication variables cover how participants
676 perceived their organizations’ general communication and more specifically its way of
communicating during the change, such as the transparency of information and
involvement of employees in the process.
Evaluation of change communication. (M ¼ 3.01, SD ¼ 1.44) was measured on a five-point
Likert-scale (1 ¼ “very bad” to 5 ¼ “very good”) by the item “How do you evaluate the
communication of your organization with its employees in the context of the change?.” The
remaining six items were measured on a five-point Likert-scale (1 ¼ “completely disagree” to
5 ¼ “completely agree”). Honesty of change communication (M ¼ 3.16, SD ¼ 1.32) measures
to what extent the organization is perceived as honest and sincere regarding its change
communication and is measured by the item “The change is presented in an honest way.”
Transparency of the change communication (M ¼ 3.22, SD ¼ 1.28) is assessed by the item
“I have a good overview, which measures the change includes.” Appreciation (M ¼ 2.93,
SD ¼ 1.30) concerns the employees’ feelings of being valued by its organization during the
change and was measured by the item “I feel valued in the context of the change process.”
Involvement in the change (M ¼ 3.00, SD ¼ 1.32) concerns how employees feel involved in the
change by the organization and was measured by the item “I am well involved in the
change.” Last, lack of support (M ¼ 2.77, SD ¼ 1.48) measures whether the employee feels
helpless and left alone by its organization in the context of the change and was assessed by
the item “I feel powerless regarding the change at my workplace.”
Control variables. Age, gender and education were included in the first block.
Additionally, we asked participants whether they held a supervising position as well as for
their duration of employment and the size of the organization they are employed at.
Results
To answer our research questions, we conducted three linear regression analyses with either
attitude toward change, resistance to change and support of change as dependent variables.
Four blocks of independent variables were created for the regression analysis (control
variables, personal predispositions, organizational context and change communication). To
check the suitability of the data for regression, we checked the zero-order correlations (see
Table I) and inspected the VIF values for multicollinearity (all o3.00). The results of the
three regression analyses are presented in Table II.
(continued )
677
Table I.
correlation matrix
deviation and Pearson
Means, standard
change
communicating
importance of
The
24,4
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678
Table I.
Variable 15 16 17 18 19 20 21 22 23 24 25 26 27 28
1. Gender
2. Age
3. Education
4. Management position
5. Size of organization
6. Duration of employ
7. Need for structure
8. Skepticism
9. Fear of the future
10. Willingness to learn
11. Resilience
12. Openness for change
13. Internal agility
14. Self-efficacy
15. Job satisfaction 1
16. Influence in decisions 0.49** 1
17. Org. climate 0.53** 0.44** 1
18. Org. engagement 0.55** 0.50** 0.54** 1
19. Trust in management 0.51** 0.56** 0.58** 0.57** 1
20. Eval. of change comm. 0.40** 0.45** 0.49** 0.43** 0.62** 1
21. Honesty of change comm. 0.37** 0.43** 0.46** 0.39** 0.58** 0.68** 1
22. Transp. of change comm. 0.33** 0.41** 0.31** 0.35** 0.44** 0.55** 0.56** 1
23. Appreciation 0.45** 0.57** 0.47** 0.47** 0.59** 0.65** 0.64** 0.54** 1
24. Involvement 0.38** 0.54** 0.36** 0.40** 0.53** 0.58** 0.60** 0.58** 0.70** 1
25. Lack of support −0.34** −0.46** −0.33** −0.34** −0.47** −0.52** −0.47** −0.44** −0.56** −0.57** 1
26. Attitude 0.27** 0.34** 0.28** 0.34** 0.44** 0.48** 0.47** 0.35** 0.55** 0.54** −0.56** 1
27. Resistance −0.13** −0.09* −0.21** −0.24** −0.20** −0.21** −0.23** −0.21** −0.24** −0.19** 0.25** −0.32** 1
28. Support 0.30** 0.38** 0.31** 0.48** 0.40** 0.36** 0.39** 0.37** 0.49** 0.48** −0.37** 0.52** 0.40** 1
Notes: *p o0.05; **po 0.01
Attitude toward change Resistance to change Support of change
The
B (SE) β B (SE) β B (SE) β importance of
communicating
Control variables
Gender 0.04 (0.10) −0.01 −0.04 (0.05) −0.03 0.06 (0.07) 0.03 change
Age 0.00 (0.01) −0.01 0.00 (0.00) −0.03 0.00 (0.00) 0.03
Education 0.13 (0.12) 0.03 0.08 (0.07) 0.04 0.24 (0.10) 0.10*
Management position −0.04 (0.10) −0.02 −0.06 (0.06) −0.04 −0.07 (0.08) −0.04 679
Size of organization −0.06 (0.09) −0.03 −0.03 (0.05) −0.02 −0.03 (0.07) −0.01
Duration of employment −0.09 (0.10) −0.03 0.01 (0.06) 0.00 −0.07 (0.08) −0.03
R² 0.03** 0.01** 0.03***
Individual predispositions
Need for structure 0.01 (0.04) 0.01 −0.02 (0.03) −0.03 0.01 (0.04) 0.01
Skepticism −0.03 (0.05) −0.02 0.08 (0.03) 0.13** −0.07 (0.04) −0.07
Fear of the future 0.02 (0.04) 0.02 0.02 (0.02) 0.03 0.04 (0.03) 0.05
Willingness to learn 0.03 (0.06) 0.02 −0.01 (0.03) −0.01 −0.01 (0.05) −0.01
Openness for change 0.27 (0.05) 0.19*** −0.04 (0.03) −0.06 0.20 (0.04) 0.18***
Resilience −0.01 (0.05) −0.01 0.03 (0.03) 0.04 0.00 (0.04) 0.00
Internal agility −0.04 (0.06) −0.03 0.00 (0.04) 0.00 0.05 (0.05) 0.04
Self-efficacy −0.03 (0.06) −0.02 0.03 (0.03) −0.05 −0.07 (0.05) −0.06
R² 0.11*** 0.01*** 0.12***
Organizational context
Job satisfaction −0.01 (0.05) −0.01 0.05 (0.03) 0.08 −0.04 (0.04) −0.05
Influence in decisions −0.11 (0.05) −0.09* 0.09 (0.03) 0.16** 0.02 (0.04) 0.02
Organizational climate −0.04 (0.05) −0.03 −0.07 (0.03) −0.11* 0.00 (0.04) 0.00
Organizational engagement 0.07 (0.06) 0.05 −0.11 (0.03) −0.17** 0.29 (0.05) 0.28***
Trust in management 0.07 (0.06) 0.06 0.00 (0.03) 0.00 0.00 (0.05) 0.00
R² 0.14*** 0.06*** 0.19***
Change communication
Evaluation of change comm. 0.09 (0.05) 0.09 0.03 (0.03) 0.06 −0.06 (0.04) −0.08
Honesty of change comm. 0.09 (0.05) 0.09 −0.03 (0.03) −0.07 0.03 (0.04) 0.04
Transparency of change comm. −0.12 (0.04) −0.11** −0.04 (0.03) −0.07 −0.04 (0.03) −0.07
Appreciation 0.17 (0.05) 0.16** −0.05 (0.03) −0.09 0.11 (0.04) 0.14**
Involvement 0.17 (0.05) 0.17*** 0.01 (0.03) 0.02 0.16 (0.04) 0.20***
Lack of support −0.27 (0.04) −0.30*** 0.07 (0.02) 0.15*** −0.03 (0.04) −0.04
R² 0.20*** 0.04*** 0.07*** Table II.
Regression models
Intercept 2.22 (0.55)*** 1.42 (0.33)*** 1.36 (0.58)*
predicting attitudes,
Total R2 0.48 0.16 0.40 resistance, and
Total R2korr 0.45 0.12 0.37 support of change
Notes: *p o0.05; **p o 0.01; ***p o 0.001 processes
decisions exerting a significant small negative effect (β ¼ −0.09, p o0.05). Among the
personal characteristics, which explained about 11 percent of variance, openness for change
was the only significant factor, exerting a small and positive effect on attitudes toward the
change (β ¼ 0.19, p o0.001).
Practical implications
Our findings provide important implications for organizations undergoing change
processes. First, organizations should not underestimate the importance of the employee–
organization relationship, such as by promoting a good organizational climate, which can
facilitate employees’ cooperation in change situations. The organizational management
should work hand in hand with the communication department to create a positive climate
and working environment, so that employees feel comfortable at work. This will likely
strengthen employees’ commitment to their organization, which increases their support in
change processes.
Second, skeptical people showed to be more likely to hinder successful change, while
open people proved to be supportive. While it is beyond question that organizations cannot
control their employees’ characters, they can try to identify distinct characters in their
workforce and engage in an open dialogue with them. In this respect, change
communication should be targeted toward the individual needs of the employees to
persuade them of the necessity and advantages of the change.
Last, our findings show the importance of change communication in organizations,
especially the way the change is expressed and enacted in the organization. Those in charge
should ensure that they are transparent and clear about the steps of the change process and
further engage in dialogue with the workforce. This way, employees feel appreciated and
participate actively in the change, which increases the likelihood of their support. If this is
neglected, employees will likely feel left alone by the organization in the change process.
This in turn can result in resistance, which increases the chance that a change process fails.
CCIJ Limitations and suggestions for future research
24,4 First, the findings of our study are limited due to our methodologic approach. Results are
based on employees’ self-reported perceptions of the organizational change process. Since
we do not know how much time had passed between the change process participants
referred to and our survey, answers could be biased. For example, participants could have
judged the change differently in retrospective. In addition, every change situation per
682 respondent is unique. Changes can vary extensively based on their way of implementation,
extend and personal impact on the employee, aspects that were not assessed in detail in our
survey, but may influence individuals’ attitudes and behavior toward the change. Future
research should, therefore, replicate our study within a single organization, where the
change context can be controlled and comprehensive insights about the change process can
be gained by incorporating additional data about the change, the organization and its
communication activities. Another aspect concerns the representativeness of our sample, as
the proportion of highly educated respondents is relatively high. This is also reflected in the
ratio of leading position to subordinate employees which is one to two. However, our study
assessed whether the respondents held supervising responsibilities, which also includes
having a secretary or supervising interns, thus representing a broad definition of leading
position. A further issue concerns the fact that all variables were assessed using single-item
measures. This was done to avoid an extensive questionnaire. Future research could focus
on fewer factors and assess those using multi-item measures. A last point is consequence of
our cross-sectional design: Our data only captures the attitudes at one point in time, thus not
allowing for comparison between the assessment before the change, during the process and
after the change has taken place. Future research should, therefore, employ a longitudinal
design for validation of our results.
Overall, our study shows that each of the three dimensions – individual predispositions,
organizational context and change communication – affects the way employees perceive
organizational change processes and react to them. However, analyzing how the three
dimensions affect each other was beyond the scope of this study. Further research should,
therefore, aim at shedding light on the relationship between the three dimensions as this
could provide interesting insights into the interrelations between the different dimensions at
the individual and organizational level.
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Corresponding author
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