Why are employees disengaged during change? (And how can internal comms help?)

Change.

‍

The little, one-syllable word that makes employees collectively wince like someone’s just suggested “team-building paintball” on a Saturday afternoon.

‍

Whether it’s a restructuring, a shiny new IT system, or yet another shift in hybrid working policies, change at work often lands with all the grace of a lead balloon. It doesn’t have to be that way. The problem isn’t the change itself (people adapt all the time. See also: smartphones, oat milk, and streaming everything).

‍

The problem is how the change is communicated.

‍

‍

The disengagement dilemma

‍

‍

Let’s get one thing straight: people don’t disengage because they’re lazy or resistant by nature. They disengage because they don’t understand what’s happening, why it matters, or what’s expected of them.

‍

And the numbers back it up. According to Staffbase, employees who say leadership communication is very clear during change are three times more likely to be happy in their roles compared to those who think leadership isn’t clear enough.

Meanwhile, nearly two-thirds of employees considering quitting blame poor communication as part of their decision. Ouch.

In other words (and you may not like this): if your staff are zoning out during change, it’s not them. It’s you.

‍

‍

Common mistakes in change comms

‍

‍

So where do companies trip up? A few classics:

• Waiting too long to share updates – By the time employees hear, they’ve already filled the vacuum with rumours and guesswork. And we all know how creative and far-fetched they can get by their twelfth iteration!
• Explaining the “what” but not the “why” – Policies are easy. Context takes effort. Guess which one actually engages people.
• Drowning staff in corporate sludge – Twenty-page PDFs, jargon-filled decks, emails so dull they could sedate a giddy Labrador.
• Ignoring frontline and non-desk workers – If change messages never reach the warehouse, the factory floor, or the shop staff, don’t expect smooth sailing.

‍

How internal comms can save the day

‍

‍

Here’s the good news: done well, internal comms doesn’t just reduce disengagement; it can turn employees into advocates of change. Here’s how:

‍

1. Start with alignment at the top

Mixed messages from leaders confuse everyone. A clear comms strategy ensures leadership speaks with one voice, at the right time, with the right level of honesty. See how we can help with comms strategy.

‍

2. Communicate early and often

Silence breeds suspicion. Short, regular updates (even if it’s “we don’t know everything yet”) are far better than one giant, overdue announcement.

‍

3. Focus on the “why”

Change isn’t just about systems or structures. It’s about people. Employees want to know how the change affects them and why it’s happening at all. That’s where tone of voice matters. Explore our tone of voice work.

‍

4. Use engaging formats

Video updates. Infographics. FAQs in plain English. Don’t make your people slog through content that reads like “something helpful” (!) from HMRC. We can help you with video production.

‍

5. Segment your audience

What frontline staff need to hear isn’t the same as what your senior managers need. Tailor the message. Don’t copy-paste or Send All every time.

‍

6. Make it two-way

Feedback loops matter. Give employees the chance to ask questions, voice concerns, and even challenge the plan. If you don’t, you’ll hear (a version of) it on Glassdoor later anyway.

‍

‍

A Real-World Example: Aegon UK's "The Big Tune-In Show"

‍

‍

As reported by IIC, when Aegon UK embarked on a strategic transformation, they faced the challenge of engaging their 2,300 employees in a meaningful way. To break away from traditional, often uninspiring formats, the company introduced "The Big Tune-In Show," a live, interactive TV-style event designed to make strategic messaging both accessible and entertaining.

‍

The event featured a series of ten 90-minute live sessions held across three key locations over three weeks. These sessions were crafted around familiar TV formats, including a "One Show"-style chat segment with the CEO, an open Q&A panel, and a game show-inspired section that encouraged spontaneous participation. One of the most impactful elements was the "Journey Film," which used real customer insights to reinforce the company's purpose and vision, helping employees connect emotionally with the broader mission.

‍

Additionally, the event included "advert breaks" where teams across the business created commercials promoting various initiatives, from recycling programs to security awareness campaigns. This allowed colleagues to express their creativity while weaving in core business messages.

‍

The results were impressive: the initiative contributed to a remarkable nine-point engagement uplift, demonstrating the power of creative internal communications in driving employee engagement during times of change.

‍

‍

SMEs, this matters for you too

‍

‍

It’s tempting to think “we’re not a giant corporation, so change comms doesn’t need much planning.” Wrong. In smaller organisations, the impact of poor communication is magnified; one confused employee can derail an entire team. (I’ve seen it happen more than once!)

‍

The upside? Smaller businesses can often move faster, adapt messaging more quickly, and keep feedback loops tighter. An agency like The Comms Guru can help SMEs design a change comms approach that’s lean, clear, and human, without the layers of bureaucracy big corporates wrestle with.

‍

‍

The bottom line

‍

‍

Change is inevitable. Disengagement isn’t.

If your people are switched off, it’s probably because the comms strategy is missing in action.

‍

That’s why we’re here. From comms health checks to strategy and tone of voice work, and from video storytelling to channel planning, The Comms Guru helps organisations bring employees along for the ride — not lose them in the process.

‍

Talk to us today about making your change comms clear, human, and effective.

‍

‍