Why the Voice of the Company Matters More Than Ever in Times of Change

In times of transformation, employees don’t wait passively. They watch, listen, and interpret. Teams need leaders who not only project vision but also speak human truth. That’s where communication authenticity becomes the bedrock of activation.

For years, organizations have focused on listening. Bottom-up signals remain critical. But as change becomes constant, so too must clarity from the top. Employees need more than to be heard. They need something to hold onto and a clear guide to follow.

Amplifying the Voice of the Company

We’ve long celebrated the “voice of the employee” (VoE). Organizations invest in listening through surveys, sentiment dashboards, and pulse checks to help leaders understand sentiment. But in an environment of perpetual change, being reactive isn’t enough. Leaders must lead with voice.

The “Voice of the Company” (VoC) is not a monologue. It’s a value-driven narrative deployed by leadership to provide direction and instill confidence.

According to Harvard Business Impact's 2025 Global Leadership Development Report, 40% of organizations say they are placing greater emphasis on building a change-ready organization than they did last year. More than half (52%) say leaders must focus more specifically on building an AI-ready culture, yet just 36% say their leaders currently excel at embracing the mindset. This gap could be the reality, or it could be the sign of disconnected communication. As Nyberg et al. caution, misaligned messaging across senior teams breeds confusion and mistrust.

Back in 2017, Elsbeth Johnson observed in Harvard Business Review, “As leaders, we are far more visible than we realize, and we are sending signals to followers all the time—even when we don’t realize it.” I fully agree. In moments of silence or ambiguity, employees fill the void with their own interpretations. Often based on fear or rumor.

This dynamic is reinforced by new research. A 2025 case study on leadership communication found that how messages are delivered and how consistently they’re interpreted can dramatically shape whether employees trust and adopt change.

Why Authenticity Matters For Leadership

Authenticity does not mean radical transparency or oversharing. It means speaking truthfully, emotionally, and with intention. Even when certainty is elusive.

Adaptive leadership theory offers a helpful frame, emphasizing flexibility, resilience, and proactive adaptation to changing environments. Rather than responding reactively, adaptive leaders anticipate challenges, foster collaboration, and create cultures that value continuous learning.

Change shakes identity. During tough transformation cycles, employees often wonder, “Who am I now?” and “What is expected of me?” As demonstrated in HBR, transformation is an emotional journey, and leaders must reinforce a sense of belonging and purpose to sustain trust.

Research from Nyberg and colleagues adds that “Modern senior business leaders are finding an advantage in being perceived as authentic and approachable.” It makes sense. People tend to trust humans more than faceless authorities.

Activating the Voice of the Company in Practice

How do senior leaders turn voice into alignment and action? I believe communication must be:

●      Timely: Provide updates before the rumor mill fills the gaps.

●      True: Speak to uncertainty, not around it.

●      Useful: Provide people with something to do, connecting messaging to key decision points.

Messaging must be strategic and unified across executive teams. As Nyberg et al. observed, conflicting signals from different leaders during a crisis create fear and skepticism. Technology and AI offer insight and scale, but they can’t translate meaning. That’s the job of the human voice.

Communication must also be deliberate. Effective change leadership helps teams stay focused under pressure. This requires agility, adjusting messaging in real time based on listening, team input, and shifting dynamics.

And let’s not forget the power of narrative. As Forbes highlights, storytelling forges emotional connections, simplifies complex strategies, and aligns teams. A good story gives people a thread to follow. Research also suggests that overly negative or “two-sided” messages, while transparent, can actually erode trust in change settings by emphasizing loss over opportunity.

This all points to the need for an honest yet hopeful and purposeful framing. Effective communication can become a “superpower” that drives engagement and execution. McKinsey offers five key actions leaders can take, such as making communication interactive and reinforcing shared values, that elevate the VoC from information-sharing to inspiration.

The Returns of Authentic, Aligned Voice

No longer a nice-to-have, authentic communication becomes the connective tissue of transformation. When done right, ambiguity is reduced, trust is strengthened, and leaders retain the top talent. On the other hand, misalignment drives away the wrong people.

According to HBI, 71% of organizations say the ability to lead effectively in an environment of constant change is more important in 2025 than it was in 2024 (71% vs. 58%). The strongest companies convey strategy in a way that influences mindset, decisions, and—most importantly—behavior.

Authentic Communication is Leadership

I often say, engaged employees figure it out. Today’s workforce doesn’t expect perfection. They expect leaders to show up with information, candor, and consistency.

To senior leaders charting what comes next: lead the narrative. Let your voice be the anchor through disruption. During times of change, the voice of the company is the signal your people need and deserve.

Sources

1. Harvard Business Publishing. (2025). Global Leadership Development Study. Harvard Business

2. Nyberg, A. J., Collings, D. G., McMackin, J., & Wright, P. M. (2024). Modern day leadership: Are we getting the business leaders that we deserve? Human Resource Management Review. ScienceDirect

3. Johnson, E. (2017). How to Communicate Clearly During Organizational Change. Harvard Business Review. HBR

4. JISEM. (2025). Leadership Communication During Organizational Change: A Case Study. JISEM Journal

5. Merits. (2025). The Role of Adaptive Leadership in Times of Crisis. MDPI

6. Cecchi-Dimeglio, P. (2025). How Leaders Enhance Their Communication and Influence. Forbes. Forbes

7. HRM Case Study (2024). Leadership Communication During Organizational Change. ScienceDirect

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Ruth joined the Poppulo team as CEO in December 2023 bringing with her more than 30 years of experience in global business operations. Prior to joining Poppulo, Ruth held key leadership positions at global software businesses Sovos, ACI Worldwide, and NCR. Ruth is passionate for building innovative and high-performing teams. She joins Poppulo at an important time and is excited to lead the business through continued growth.