As change communications experts, we talk a lot about the one thing every moment of ‘change’ has in common and whilst it sounds obvious, it’s not always prioritised – it only succeeds if people understand it.
That’s where comms comes in, not as a final step, but as a key factor in change gaining traction and delivering real impact. This is what we mean by (our strapline) ‘Complexity Clarified’– cutting through noise, bringing clarity to change and making sure the message lands when it matters most.
We’ve spent years working alongside organisations of all shapes and sizes, across all kinds of sectors, at exactly these moments, bringing clarity, alignment and momentum and what we’ve learned is simple.
It’s not just the big transformation programmes that need comms, the everyday moments of change matter just as much.
Moments That Matter
Taking all of this into account, we’re focusing on a series of common, real-world business moments where communications plays a vital role, but is often underestimated or brought in too late.
First up: Recruitment
Recruitment is an everyday challenge for many businesses and can often feel like business as usual, but in reality, it can be one of the most visible and impactful moments of change in any organisation.
Of course, not every hire needs a full comms plan. But when recruitment is tied to something bigger, a restructure, expansion, entry into new markets or a shift in direction at the top, that’s when it really matters.
Whether you’re hiring a senior leader, building a new team or launching a new capability or offer, these aren’t just hiring decisions, they’re signals. They tell your team and the outside world where you’re heading, what you value and what matters now.
Where it often goes wrong
We’ve seen this many times when a business is evolving or there’s a shift in direction or a new opportunity.
The response to hire is immediate, the role is defined, the job ad is written and the hiring process begins. Only then does the question of positioning arise. At which point, the opportunity to shape the narrative has already been missed.
Why this matters
Every role you take to market tells a story. If that story is unclear or inconsistent, internal teams feel uncertain or disconnected, candidates receive mixed signals and momentum behind the change starts to stall
But when it’s done well your people understand the “why”, your message is clear and aligned and you attract the right talent for where you’re going next. At this point recruitment becomes a momentum-building moment, not just an operational task.
Start with comms, not the job ad
If the role represents a shift in direction (and most do), communications shouldn’t start when the advert goes live.
It should start earlier:
- Defining the story behind the role
- Aligning leadership messaging
- Making the change meaningful internally
- Ensuring consistency across every touchpoint
And crucially, grounding that story in real insight. That’s why, where relevant, we work alongside specialist talent research partners which comes in before the comms begins, helping ensure recruitment starts from a position of clarity, not assumption.
This can include assessing whether roles and salaries are competitive, mapping the available talent pool, and understanding how competitors are positioning similar opportunities.
This results in smarter decisions, stronger messaging, and a more efficient, effective hiring process from the outset.
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To help you get ahead of all of this, we’ve put together a short, practical guide to ensuring that your recruitment efforts are maximised.
Before You Hit ‘Post’: The Pre-Hiring Comms Checklist
A quick, actionable resource to help you:
- Take an insight-based approach to hiring
- Clarify your narrative before you go to market
- Align internal and external messaging
- Avoid common pitfalls we see time and time again
At Engage Comms, this is exactly where we do our best work. Partnering with organisations at pivotal moments of change, whether that’s recruitment, transformation programmes or strategic shifts to ensure communications is driving clarity, building trust and creating momentum.
