cameron and green making-sense-of-change-management

Cultural changeSupporting individualsPeople processes formed a large part of the change plan. This included acommunication strategy that was in line with the new values of openness,honesty and straight talk. Processes were put in place to ensure that individualsdisplaced had clarity around their situation and guidelines as tohow things would progress. Selection to new posts was made using anequitable process, and the new reward scheme was aligned to the newstrategy and values.Outplacement was provided for those leaving the organization andcounselling provided for those who needed to talk their situation throughin a confidential setting. Coaching and mentoring were provided formore senior managers who had to take up new roles and needed to makesense of the changes and make their own adjustments within themselves.CASE STUDY THREE: CREATING AN EMPLOYER BRANDSummary of key points arising from case study• Start from the business strategy. An employer brand only has meaningwhen it is presented in the context of an overarching company strategy.• Lead change from within the business to enhance success. In the casestudy, the trap of HR owning the culture change was studiouslyavoided. This enhanced the acceptability of the new brand.• Do not over-plan the change process – stay flexible. Things changeas organizations move through a change process. This case studyillustrates how to plan phase by phase, ensuring that feedback isincorporated into future plans.• Be creative – do things in new ways. Culture change can only beachieved by doing things differently. In this case, the organizationincorporated some radically new ways of doing things by using theprinciple of marketing to engage employees in the desired changes.• Build on the current cultural strengths rather than attack currenthabits or try to break things down. The employer brand was derivedfrom conversations with a wide cross-section of employees, so therewas a ‘rightness’ about the brand values, which impressed people.275