Today, our focus is on the second milestone – Desire in the ADKAR acronym. As you just read in our last blog ADKAR stands for

·                  AWARENESS

·                  DESIRE

·                  KNOWLEDGE

·                  ABILITY

·                  REINFORCEMENT

Desire

A person needs to have the desire to participate and support the change. This is a biggie. Without this you may have delays, productivity may decline, and people may even leave the organization. It is also a very personal thing, (as much as we wish we could!) we do not control other people’s choices.

Hiatt mentions there are Four Factors that contribute to an individual’s desire to change:

• The Nature of the Change

Is this change an opportunity or threat and what is their WIIFM (What’s In It For Me?)

• The organizational or environmental context

The Success (or non-successes) of past changes, other changes that may be also occurring in the organization, and the organization’s culture of change.

• An Individual’s Personal Situation

Our career aspirations, financial security, age/healthy, personal relationships in and out of work

• Intrinsic Motivation

What we value, our internal voice or internal compass.

We talked about Awareness in our last post and desire tends to immediately follow that. We’ve all been there – your sponsor announces, “A Change is Coming!!” and as soon as we log-off the meeting invite, most of us are sending a ping to our manager, “Hey, just heard the news does this mean I have to (insert how I perceived the change will affect me here).”

Because of this common reflex Prosci recommends that the desire messaging is best communicated by the Direct Manager. They are closer to their staff and their everyday duties, so they can help them understand the specific WIIFM.

“As you have heard, we are getting a new PPM tool, this is really going to help you save time when you submit your project status reports because it has a one-click button that aggregates all the data. No more late Friday emails asking where your status reports are! We’ll all be able to log-off in time to attend the company Happy Hour.”

Of course, it is worth noting that the manager needs to have gone through their own ADKAR journey before they can properly help their staff consume the information. If they are just finding out about the change at the same time as their staff, then this is a recipe for disaster.

As change practitioners, we need to help the manager by first getting them through their own ADKAR journey and then preparing them, and giving room for them, to lead their staff through the change. They will need our support to identify and manage resistance and how to provide clear communications on the benefits of the change initiative.

Here is a quick recap of what ADKAR stands for:

·                  AWARENESS

·                  DESIRE

·                  KNOWLEDGE

·                  ABILITY

·                  REINFORCEMENT

Reinforcement

Reinforcement is the person continuing and sustaining the change. During this phase you continue to manage resistance, implement corrective actions, and celebrate success.

It is also important to collect and analyze feedback because creating a good feedback loop, where people have a voice on what is working well and can provide areas of improvement, will help them feel empowered to continue to support the change.

I’ve seen some great success with this when companies have communication channels where employees can recognize other team members that are doing well with the change. Managers have different options to honor them with some type of formal reward including becoming certified or even gaining a promotion. At one company I was at, they called this acknowledgement “Find the Good and Praise It” (FTFAPI) and at another it was known as giving someone a “High-Five.” Both were easy actions for a person to submit a praise and that praise to be shared company-wide.

Unfortunately, try as we might to get people through their ADKAR journeys, some changes may result in employee turnover. Monitoring this effectively can help shape how the organization approaches change and strengthen the culture (or weaken if it is not properly dealt with). This goes back to the Desire blog where we mentioned the organizational or environmental context factors can affect the desire ADKAR milestone based on the success (or non-successes) of past changes, other changes that may be also occurring in the organization, and the organization’s culture of change.

Yes, change is a cyclical journey, and everyone will go through each milestone with each change they encounter. It’s up to us as change practitioners (or project managers with our change management hat on) to help educate our Sponsors, Mid-Line managers, and Team Members on how to effectively manage through each milestone by educating them that this is a process, but we have the resources available to help them through it.

Awareness

In order to get people’s buy-in on the change they must first understand the why. Awareness is all about helping people understanding the “Why” of the change.

It's all about the why

Simon Sinek has a book and TED Talk called “Start with the Why” – How Great Leaders Inspire Everyone to Take Action. He bolds the fact that when you communicate the why (the purpose, the  reason) rather than starting with the what (benefits/features) then we are focusing on the part of the brain that controls decision making. Nearing in on the “gut-feeling” part that we tend to draw on when we are making a decision, and our emotional reaction to it.

According to Prosci, this message is best communicated by a trusted, visible, and active Sponsor within the organization and this makes perfect sense. As Project Managers, we are often leading the team on some pretty cool initiatives, but it’s when the CEO takes center stage at a town-hall and speaks to the heart about Why they are going in that direction, that people take notice and listen.

I’ve seen some great examples of how to generate buzz around a new application that was being rolled out. It started with a very friendly message “have you heard the word” that started to gain everyone’s interest and excitement for what may be coming. One company I worked with, had a great idea for a Sponsor Roadshow where the team got a little cart and went around the office handing out ice-cream as the Project Sponsor walked around and started planting the seed about a new department the organization was developing and the benefits it could offer to the organization.

When we do not communicate the why, people will fill in the knowledge gaps themselves. The rumor-mill can be strong, so we want to own the message from the beginning by communicating the Why early on.

Paul Bartal, PMP started volunteering in 2007. His personal motto is most appropriate, “the point of the journey is not to arrive by Neil Peart” He has led the Northwest Breakfast meeting for 13 years. But then came COVID-19 and Paul stepped up as the AVP of the Breakfast Program. Typically, the breakfast meeting was in person, but we could not gather so Paul led the way in taking this meeting virtual. It was tough, how do you network, advertise that you are a job seeker or job supplier and engage with the speaker while not talking over everyone? The best part of leading the breakfast meeting to Paul is to form friendships with the regular attendees. His joy is to hear that an attendee found a job as a result of their networking at one of the breakfast meetings.  

Paul’s words of wisdom to a new volunteer or peer, “just go for it. Just please take it seriously. It makes things tough for the team if you do not honor your commitments. He feels the same way about his work peers, “treat your coworkers exactly how you would like them to treat you. Respect their time and deliver whatever you commit to.”

A little bit about Paul, did you know that he has played the drums for 40 years and is a member of a rock band, Radio X?  

He tries to live life to the fullest, travel and appreciate others. His guilty pleasure is to off road in his jeep of the Arizona trails. I have known him for years after meeting at the Northwest Breakfast Meeting and did not know these tidbits. I just thought of him as a nice person, always positive and that he cares about others. You might see Paul Bartal in the community, he is an avid, Toastmaster, and feels this had led to his personal leadership and public speaking growth. He also supports the American Cancer Society and the Alzheimer’s Association. He gives back and is a stellar example, of a Volunteer of the Month.

Subway station in New York, New York, USA

United States

The Outlook: The United States logged the worst economic contraction in its history during the second quarter of 2020, as non-farm payrolls—which account for 80 percent of workers in the economy—dropped by nearly 21 million in April. But by the end of the year, the data was hinting at hope: Hiring during October outpaced September by 15.5 percent, according to LinkedIn’s November Workforce Report. That’s still 5.8 percent lower than October 2019 but reason to celebrate for those on the job market.

But the road ahead for the U.S. job market is murky. “Without adequate fiscal stimulus and safety from the virus, employers and consumers will be unable to move forward, and so the recession will deepen,” says Erica Groshen, PhD, senior economic adviser, Cornell University, New York, New York, USA.

—Erica Groshen, PhD, Cornell University, New York, New York, USA

Job opportunities are hardest to find in industries such as recreation and travel (down 41 percent in October compared with the year prior, according to LinkedIn), the arts (down 32 percent), energy and mining (down 32 percent), legal (down 18 percent), hardware and networking (down 14 percent) and entertainment (down 13 percent).

“But as the pandemic persists, we’re beginning to see layoffs occur outside these industries,” says John Challenger, CEO of outplacement firm Challenger, Gray & Christmas, Chicago, Illinois, USA.

Expansion plans have widely been abandoned until companies can emerge from the fog of uncertainty and more clearly define the long-term structural changes that will occur as a result of the pandemic, Groshen says. Companies will hoard cash and delay investment in R&D and capital improvement projects until they can regain certainty around the competitive landscape and consumer behavior.

The Opportunity: Manufacturing, transportation and logistics, construction, retail and real estate have seen the biggest recovery in open positions since hitting lows in April 2020, according to LinkedIn. And while brick-and-mortar retail may be floundering, companies that sell goods and services are strengthening their online infrastructure and offerings in response to the mass shift in consumer behavior, says Challenger. Those organizations will need digital-savvy project talent to push forward.

Project activity—and a need for project managers—extends beyond those fields. When the pandemic first hit, industries that could transition to remote work—largely white-collar professional jobs—immediately implemented work-from-home policies that became long-term for many. By midyear, three-fourths of professional workers, including project managers, were still working remotely, says Challenger.

While CEOs in North America are the least likely to view low-density workplaces as a lasting change (as much as 20 percentage points less than CEOs in Latin America, for instance), nearly half believe the trend will be permanent, according to PwC. For this year, the abrupt but enduring acceptance of digital collaboration tools and remote work will continue, predicts McKinsey, which means a serious appetite for project leaders to effectively steer everything from the development of analytical tools to change initiatives around dispersed teams.

PHOTO BY ERGIN YALCIN/E+/GETTY IMAGES. OPPOSITE PAGE, PHOTO BY LIANG SEN/XINHUA VIA GETTY IMAGES

United States:
Geotargeting

Location matters—not only in how many positions are available, but also what sectors they’re in. Of the 100 largest U.S. metropolitan areas, Rochester, New York won the top slot for job outlook, according to ManpowerGroup, with 29 percent of organizations signaling they intended to expand headcount in the last three months of 2020. At the other end of the list, Los Angeles, California; New Haven, Connecticut; and Miami, Florida all fell below zero for overall hiring intention. Here are the sectors with the sharpest seasonally adjusted uptick in hiring intention by U.S. region.