How Marketing Can Support Change Management Efforts within Workplace Shifts

As a marketer specializing in internal and external communications, I’ve witnessed firsthand the profound impact office environments can have on employee morale and productivity. The recent shift from hot desking back to assigned desks, as highlighted in the Bloomberg article, presents a unique opportunity for companies to rethink their workspace strategies. This transition isn’t just about physical space—it’s about fostering a culture of comfort, belonging, and productivity. Here’s how effective communication can amplify these efforts.

Internal Communications: Building Excitement and Comfort

1. Transparency and Inclusivity: Keeping employees in the loop about office changes is crucial. A transparent communication strategy that explains the reasons behind the shift from hot desking to assigned desks can mitigate anxiety and build trust. Regular updates via emails, town hall meetings, and internal newsletters can keep everyone informed and engaged.

2. Personalization Campaigns: Encourage employees to personalize their new workspaces. Run campaigns that allow them to share pictures of their decorated desks, fostering a sense of ownership and community. Highlighting these personal spaces in company communications can create a more human and relatable workplace culture.

3. Feedback Loops: Establish channels for feedback to address any concerns or suggestions employees might have about their new work environment. This can be done through surveys, suggestion boxes, or dedicated Slack channels. Acting on this feedback shows employees that their opinions matter, further boosting morale and satisfaction.

4. Showcasing Benefits: Use internal communications to highlight the benefits of assigned desks, such as increased comfort, personalization, and the elimination of the daily scramble for workspace. Share testimonials from employees who have experienced positive changes, creating a sense of anticipation and acceptance among the workforce.

External Communications: Enhancing Employer Branding

1. Publicizing Workplace Innovations: Share the story of your office transformation through press releases, blog posts, and social media. Highlight how giving employees their own desks has improved productivity, employee satisfaction, and overall office atmosphere. This positions your company as a forward-thinking and employee-centric organization.

2. Highlighting Employee Stories: Feature employee testimonials and success stories on your company’s website and social media channels. Videos and written stories about how the new office setup has positively impacted their daily work life can attract potential talent and reinforce your company’s commitment to a positive work environment.

3. Engaging Visual Content: Create visually appealing content that showcases the new office layout and personalized workspaces. Virtual tours, photo galleries, and interactive posts can engage your audience and provide a glimpse into your company culture.

4. Media Outreach: Leverage media contacts to get coverage on your office redesign. Articles in industry publications and interviews with company leaders can highlight the strategic decision to move away from hot desking, positioning your company as a leader in employee-centric workspace design.

Emphasizing the Human Element

The shift from hot desking to assigned desks is more than just a logistical change; it’s a testament to a company’s dedication to its employees’ well-being. By leveraging strategic internal and external communications, companies can turn this transition into a powerful tool for enhancing employee engagement and satisfaction, while also strengthening their brand image.

Ultimately, the key to successful internal and external communications lies in understanding and addressing the needs and concerns of employees. When companies prioritize comfort and personalization in the workplace, and communicate these changes effectively, they create an environment where employees feel valued, motivated, and eager to contribute to the company’s success. This, in turn, drives a positive corporate culture and enhances overall business performance.