Why Getting Communications Recruitment Right Is Key In Periods of Change
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 the company entirely. Shifts in organisational direction can be an emotionally charged time – which sparks resistance and unease. And the best communicators understand and recognise that emotions play a significant role in how people respond to change.
In this context, the responsibility of any communications team extends beyond disseminating relevant information; they need to craft narratives, anticipate questions, and manage the emotional and psychological impacts of change. Effective messaging can mean the difference between a smooth transition and one fraught with misunderstandings, resistance, and failure.
Recruiting specialists with the right skills such as empathy and conflict management, ensures that the organisation has the capacity to address concerns, fears, and questions in a way that respects individual perspectives. Put simply, getting the right people is absolutely critical.
Effective communications recruitment
However, this is often easier said than done. The challenge facing most employers is that almost every organisation is on the lookout for the same skills. Skills shortages mean that candidates often hold the power. In fact, according to our recently launched Marketing & Digital Hiring & Salary Guide 2024,communication is one of the most sought-after skills from hiring managers, and they are specifically seeking those who can effectively navigate ever changing environments to drive overall business growth.
One potential solution that can aid hiring in this highly competitive market is to recruit on a skills-first basis. Yes, a great track record and experience at major organisations looks good on a CV, but ultimately where someone has worked or what qualifications they hold doesn’t establish whether they’ll be able to carry out a job effectively, or whether they’ll be a good cultural fit.
Another way of getting ahead in the communications recruitment market is to have a clear idea of what motivates talent. Our report looked into candidate drivers and found the most in-demand perks were access to flexible working, pension schemes and private healthcare. Providing these types of benefits can potentially be the decisive factor in whether a candidate chooses one organisation over another.
Of course, we have to add that it’s not only the wider world that is undergoing change. According to our data, 62% of communications, marketing and digital professionals are considering switching roles in the next 12 months, meaning that if a company isn’t actively recruiting at the moment, it will likely need to within the next year to replace departing employees. With specialists being pivotal to delivering effective programmes of change, ensuring your firm has the ability to hire the talent it needs, when it needs it, will remain vital.
