Written by Lotte Van der Sijpt

This project originated within one of the largest municipalities in the Netherlands. The organization was facing a major transformation: the transition from several decentralized communication departments to one centralized communication unit. This change brought a range of challenges, including the introduction of a new workplace, new ways of working, and the integration of teams with new colleagues.

In this complex environment, Orange Otters was brought in to support the transition. Their mission? To ensure a smooth change process and help create a communication department that not only understood its new role, but also fully embraced it.

To achieve this, Orange Otters started by listening carefully to the people involved. They wanted to gain a genuine understanding of what was happening within the organization and what mattered most to employees. With an organization of 8,000 employees and a communication department of 150 professionals, this was no small undertaking. Over a period of four months, two consultants from Orange Otters worked closely with three employees from the municipality. They conducted in-depth interviews, collected data through surveys, and analyzed the findings to develop a clear picture of the situation. In this blog post, we take a closer look at the key insights that emerged from this project.

Communication plays a crucial role in every change process. What made this project unique, however, was its strong focus on open and transparent communication. Orange Otters understood that for a transition to be successful, employees not only needed to be informed, but also needed to feel involved in the process.

The result? An impressive 60% response rate to a survey that included many sensitive questions. This demonstrates that when employees feel their voices are heard and their concerns are taken seriously, they are more willing to actively participate in change initiatives. By communicating openly about the purpose of the survey, remaining accessible for questions, and personally explaining the project, Orange Otters created an environment in which employees felt valued and engaged.

Network analysis maps the interactions and relationships between individuals or entities within a system. It reveals how information or influence flows and identifies both central and peripheral actors within the network. In the context of HR and internal communication, data analysis techniques such as network analysis should be viewed as a means of generating insights rather than as an end goal in themselves. This principle was clearly demonstrated throughout the project.

By analyzing communication flows within the municipality, Orange Otters was able to identify both formal and informal communication channels. The distinction between the "formal layer" of communication—such as exchanges between managers and their teams or messages published on the intranet—and the "informal layer" of conversations at the coffee machine or during lunch breaks provided valuable insight into how information was actually shared and received within the organization. The analysis also helped identify key ambassadors within the organization—not only those who are outspoken and highly visible during meetings, but also those who operate more quietly behind the scenes while exerting an equally significant influence.

Simply comparing departments was not enough. One department had roughly the same amount of information as another and was just as positive about the change as the rest of the organization. However, every organization has its own unique social dynamics, which can be uncovered through network analysis. In this project, it became clear that different social groups responded to the change in different ways. By identifying and understanding these groups, Orange Otters was able to develop more effective communication strategies.

For example, if a particular group of employees was positive about the change, they could be engaged as ambassadors to influence others. On the other hand, if a group was negative or uncertain, targeted communication and support could be provided to address their concerns.

In our journey through the Orange Otters project, we uncovered several key insights:

• The importance of open and transparent communication in fostering employee engagement and trust.
• The value of network analysis as a tool for understanding both formal and informal communication flows within an organization.
  → Beyond this specific context, network analysis can also be used to predict employee turnover, measure engagement, and identify isolated individuals within an organization.
• The critical importance of recognizing and understanding social groups and their responses to change communication.

For all HR professionals and leaders reading this: take a moment to consider how these insights could be applied within your own organization. What tools and strategies do you use to understand and improve communication within your teams?

The cost of such an in-depth project can vary, with estimates ranging from €8,000 to €12,000 depending on factors such as the size of the organization and the complexity of the analysis. For those interested in exploring this topic further, Connected by Nicholas Christakis and Social Big Data by Alex Pentland are highly recommended reads.

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