Well, this is shocking. Gartner reports that the typical organization has undergone five major strategy shifts in just three years, and nearly 75% of leaders expect even more ahead.
In life sciences, where time-to-market and cross-functional coordination are critical, constant change can wear teams down. When strategy evolves faster than it’s communicated, culture takes the hit. Trust erodes. Direction gets murky. Even high performers start to disengage.
If culture is how people behave when no one’s watching, it suffers most when no one knows where they’re headed.
So, how do you protect your culture and keep people aligned as your strategy shifts? It starts with vision — and with leaders who communicate it clearly.
In this post, we’ll explore how internal communications and HR leaders can guide teams through change with clarity, consistency, and credibility so strategy doesn’t just shift, it sticks.
10 ways to support employees during change
During moments of transformation, people crave clarity, stability, and direction. Internal comms and HR leaders are vital in helping teams understand the path forward, stay grounded in their purpose, and feel supported through uncertainty.
Here are 10 ways to protect culture and keep people aligned when everything is shifting:
1. Start with why
Don’t just share what’s changing, explain why. When people understand how a shift supports the long-term vision, they’re more likely to stay engaged, even if the news is tough.
As Simon Sinek, author of Start with Why, famously said:
People don’t buy what you do; they buy why you do it.
That applies internally too — clarity of purpose fuels alignment and trust.
2. Share what you can and connect it to the vision
You may not be able to share everything, but silence creates confusion, and confusion erodes trust. Trust takes time to build, so always protect it. Communicate what you know, acknowledge what’s still in motion, and always tie updates back to your organization’s larger purpose.
3. Clarity is more important than speed
It’s tempting to rush out messages to “get ahead,” but poorly timed or unclear communication can do more harm than good. Work with leadership to align on simple, accurate talking points — and anticipate employees’ questions.
Tip: Use FAQs, summaries, and visuals to break down complex changes.
4. Remind people what’s not changing
In times of uncertainty, stability matters. Reinforce the constants like your mission, values, and commitment to the work that matters. This gives people something steady to hold on to.
5. Be present, not just polished
Productivity naturally dips during periods of change. Remind your team about the purpose and value of their work — whether they’re developing new therapies, supporting customers, or keeping operations running. Provide the support they need to stay focused on immediate priorities.
6. Make values part of performance reviews
People trust what they can see. During times of change, visible leadership builds credibility. Show up. Talk to teams. Model the behaviors and mindset you want to see — especially when things feel uncertain. Host regular office hours, town halls, or small-group check-ins. Don’t let silence be louder than your strategy. Messages need to be reinforced through multiple touchpoints.
7. Equip your managers to lead, not just inform
Managers are the first line of trust — and the first place people go for clarity. But they’re often the least prepared to answer tough questions during change. Give them talking points, FAQs, and permission to show vulnerability. Better yet, involve them early in planning. When managers are empowered, the message travels farther and sticks deeper. You can empower managers to be change champions.
8. Listen like it’s your job (because it is) and invite questions
Communication is a two-way street. This is especially true during change. Pay attention to both questions and emotions. What’s not being said may matter more than what is. Pay attention to your team’s practical questions and emotional responses. During individual conversations or team meetings, create space for questions and acknowledge concerns without judgment.
You can’t lead through change if you don’t know how it’s landing. Track how employees are feeling and responding using pulse surveys, engagement analytics, sentiment tools, or even open-comment feedback. Make sure your tech stack supports real-time listening, not just annual reviews. Change without insight is like flying without instruments—and that’s when trust breaks down.
10. Be authentically positive
Periods of change offer perfect opportunities to reconnect your team with your organization’s mission and vision. Share your genuine excitement about where the company is headed, while acknowledging the challenges of transition.
5 mistakes during times of change
1. Disappearing or not communicating ❌
When you lack answers or have difficult news, it’s tempting to minimize interaction. Resist this urge. Going silent only fuels unnecessary worry and speculation that can damage culture and performance.
2. Making up answers ❌
You’ll feel pressure to provide information your team wants. If you don’t know an answer, commit to finding out and following up later. Being honest about what you don’t know yet builds more trust than improvising answers.
3. Dismissing concerns or feedback ❌
Take time to actively listen and validate what people tell you, even when feedback is challenging. Dismissing concerns undermines trust and shuts down the open dialogue needed for successful transitions.
4. Slowing your pace ❌
Lead by example by staying focused on day-to-day work, making time for your people, and keeping teams on track to meet goals. Momentum matters during change.
5. Being unrealistically optimistic ❌
While staying positive is important, acknowledge that change is challenging. Remember that you’ve likely had more time to process the news than your team — give people space to work through questions and emotions at their own pace.
Leading through change builds cultural strength
Effective change leadership strengthens your culture and lays the foundation for future performance. When you follow these strategies and sidestep common pitfalls, you build the cultural resilience that powers long-term success.
You’ll need a change communication plan in place. Reach out, and our team can help make sure you have a solid plan in place to lead through change without sacrificing your culture.
You need a strategic change communication plan. Let’s make it happen.
