Manage Bystanders
Bystanders play a vital role in the change management process. While they are may not be directly involved in the change process, they are often affected by it and can influence its success through their insights, observations, feedback, and ability to share information.
Even though bystanders may not actively participate, their observations can highlight how well the change is working, reveal communication gaps, or uncover barriers to adoption. They can also act as informal messengers, helping spread accurate information or, if overlooked, misinformation about the initiative.
Why Bystanders Matter
When planning and implementing a change management project, considering the standpoint of bystanders provides several benefits:
- Gaining feedback on whether the change is being implemented effectively.
- Identifying breakdowns in communication that could undermine success.
- Building buy-in and influence among stakeholders who may otherwise be passive or resistant.
- Ensuring accurate and accessible information about the change is shared.
In short, engaging with bystanders not only increases the likelihood of project success but also strengthens communication and promotes broader support.
Onboarding and Managing Bystanders
To turn bystanders into active supporters, or even early adopters, we recommend organisations follow a structured approach:
- Identify who the bystanders are. This involves conducting the Detailed Stakeholder Analysis to determine who is indirectly impacted by the change but not directly engaged.
- Communicate openly with them. Provide timely updates, explain the purpose of the change, and ensure transparency through clear communication channels such as newsletters, town halls, or intranet updates.
- Involve them by inviting input, encouraging feedback, or assigning small but meaningful roles connected to the change.
- Capture and act on their feedback to refine the change initiative and demonstrate that their voices matter.
- Evaluate how communication impacts bystanders to ensure they remain informed, engaged, and aligned.
Best Practices for Engaging Bystanders
- Communication: Keep messages relevant, simple, and consistent to avoid confusion.
- Education: Offer resources, training, or knowledge sessions to prepare them for how the change may affect them.
- Involvement: Seek opportunities to include their opinions and viewpoints in decision-making or pilot initiatives.
- Empathy: Acknowledge concerns, address fears, and provide reassurance to reduce anxiety and resistance.
- Recognition: Celebrate and highlight individuals who respond positively, encouraging others to engage constructively.
Bystanders are often underestimated in change management efforts. However, by acknowledging their influence and actively involving them, organisations can minimise resistance, spread accurate information, and pave the way for stronger buy-in.
Ultimately, recognizing the role of bystanders increases the chances that a change initiative will not only take hold but also thrive.
