Organizational change is never just about new strategies or structures. It’s about people. How they feel, what they believe, and whether they trust the direction leadership is taking. And in times of transition, communication isn’t a secondary task. It’s an engine that can drive trust and alignment (or stall progress entirely).
As we found recently at Haiilo Breakfast Club, one of the most overlooked yet powerful tools in that engine is your intranet.
Done right, it can become more than just a place to find policies or post announcements. It can be a stage for leadership authenticity, a space for employee voices, and a mirror for cultural transformation. Among the stories shared was a standout example from Energieversorgung Mittelrhein (EVM), where a leadership change became a turning point for cultural renewal, guided by smart, intentional internal communication.
It’s a powerful reminder that culture isn’t “soft”. It’s strategic.
Why communication during leadership change is make-or-break
Leadership transitions are emotional moments. Employees are watching closely, wondering “What will change?” “Can I trust the new leader?” “What does this mean for me?”
In these moments, communication does more than just relay information, it creates meaning.
According to Gartner, 70% of organizational change efforts fail, often because the emotional and cultural side of change is overlooked. A report from McKinsey reinforces this: organizations that prioritize transparent communication during transformation efforts are 5x more likely to succeed.
That’s why internal comms needs a seat at the table from day one. Not just to push out leadership messages, but to shape the story, guide the tone, and give people something they can believe in.
From formal to human: EVM’s shift in tone
When EVM welcomed a new CEO, Head of Communications Marcelo Peerenboom, and his team didn’t wait for HR to drive the conversation. They saw the transition as a unique opportunity to reshape culture, starting with tone.
One of their most impactful (and symbolic) moves was “Cocoa with the CEO.”
It began with a simple video interview published on Haiilo at the launch of EVM’s new intranet platform – a warm introduction to Christoph, the new CEO. The response was overwhelmingly positive, and that first video quickly evolved into a recurring format: A Hot Chocolate with Christoph.
The symbolism was subtle but powerful: leadership isn’t a pedestal, it’s a relationship.
How to use your intranet to build trust
Culture change happens in the everyday. It’s in the stories you tell, the voices you amplify, and the tone you set across channels.
You don’t need a huge budget to spark cultural change. You need intentional, symbolic actions that make people feel something. For example, “Cocoa with the CEO.”
Other small-but-mighty ideas:
- A “New Leadership, New Questions” format where employees can anonymously ask anything (and receive honest responses)
- Weekly CEO video diaries posted to the intranet (filmed with a phone, not in a studio)
- Celebrating micro-moments of change – like teams who tried a new way of working and saw results
Symbolic actions are the building blocks of culture. The key is consistency, and a platform where people actually see them. For EVM, Haiilo made this possible by offering one centralized place for all internal updates, that’s easy to use, quick to access, and available anywhere.
What internal communicators can do before anyone else acts
Marcelo’s story at EVM is a perfect example of proactive internal communication. The comms team didn’t wait for the CEO to ask for a plan. They shaped the plan.
So what can you do in your organization?
- Identify change moments early – leadership shifts, restructures, new strategies
- Map the emotional landscape – how are employees likely to feel? What might they fear or hope for?
- Build a narrative that’s honest, clear, and human
- Use the intranet as your anchor channel to make that narrative visible, participatory, and ongoing
What does success look like?
At EVM, the results were tangible. Employees reported feeling more connected to leadership. Participation in “Cocoa with the CEO” was high. And most importantly, there was a clear shift in trust, tone, and engagement.
It didn’t happen overnight. But it happened because internal communication was seen – and used – as a strategic lever, not a support function.
📅 Want to attend the next Haiilo Breakfast Club? Reserve your spot today
How can Haiilo help?
Haiilo gives internal communicators the tools to cut through the noise, boost engagement, and make comms feel relevant again.
- Share content people actually want to see — in the formats they’ll engage with
- Keep updates clear and focused in one place that’s easy to navigate
- Make it easy for leaders to show up with quick, authentic messages
- Help employees find what they need without digging
- Create an intranet that feels useful, familiar, and worth returning to
