22/05/2025
Taking steps forward? Start thinking strategically.
Want to become a senior figure in human resources? Understanding change management strategies will be central to your progress. So, to help you on your way, we’ve put together a guide with the help of Daniel Strode, a top HR professional, thought leader and faculty member on the Master in Talent Development & Human Resources.
Let’s get into it.
What is change management?
Change management strategies help organizations implement internal and external changes. They’re multi-faceted, aiming to support employees, establish clear transformation steps and monitor activities to ensure successful outcomes. This structured approach is vital for minimizing disruption as organizations evolve their goals, processes, or technologies.
Since change is often met with resistance, implementing change management strategies is essential to promote clear communication across all workforce levels. You can do so in two ways: incrementally and transformationally. Incremental changes would be gradual updates to products and strategies. Transformational changes are significant shifts in an organization’s mission or structure. The type of change will depend on the situations—regardless, HR needs to make sure the people are onboard.
Why is change management important?
Daniel Strode is an expert in cultural transformation. He’s authored books like “The Culture Advantage”, “From Web1 to Web3”, “The Innovator’s Edge”, and oversaw radical change at Banco Santander.
“The workplace of the future is characterized by rapid change and constant evolution,” says Daniel. “Organizations must be agile and ready for new technologies, market forces and societal shifts. This means embedding a culture of continuous learning and adaptability among employees.”
“It’s important to recognize how global influences shape organizational cultures,” says Daniel on the wider context of modern change management strategies.
“Different leadership styles and business strategies are often reflective of cultural and societal norms. As companies increasingly operate on a global scale, being attuned to these differences becomes essential. Companies that effectively bridge cultural divides while maintaining their core values are better positioned to succeed in the international arena.”
How do you design a change management process?
“After consulting for a few years, I joined Santander in the UK, working my way through roles in project management, strategy, and ultimately focusing on people strategy,” says Daniel. “While working on mergers, acquisitions and pricing strategies in the chairman’s office, I found changes in people and culture to be the most challenging yet crucial. My goal was to modernize Santander, breaking from its traditional, male-dominated hierarchy, and making it more agile, digital, and diverse.”
“A strong sense of purpose and clear core values are fundamental to guiding organizational culture and behavior,” says Daniel. “When a company’s purpose resonates with employees, customers and communities, it creates a unifying force that drives engagement and loyalty. During my time at Santander, we emphasized aligning our strategic initiatives with our core values, ensuring that every decision reflected our commitment to innovation, diversity, and responsible banking.”
“Purpose-driven organizations tend to have higher levels of trust, attract top talent and build authentic relationships with their stakeholders.”
However, Daniel emphasizes the importance of understanding the size of your task. “Changing a company’s culture with 230,000 employees is a long-term process,” says Daniel. “The initial years were spent defining awareness, followed by embedding changes and finally living the culture fully. We involved employees in co-creating the cultural blueprint, communicated relentlessly, and integrated behavioral metrics into performance evaluations. By aligning recruitment and promotion processes with our core values, we gradually normalized the new culture, ensuring it permeated every facet of the organization.”
How important is leadership during change?
“Leadership is pivotal in steering any cultural transformation within an organization,” says Daniel. “Effective leaders not only articulate a compelling vision but also embody the values they wish to instill. When leaders demonstrate commitment to change and inclusivity, it sets a strong precedent for the rest of the organization.”
Regarding the operation at Banco Santander, Daniel says leadership was crucial throughout the process. “We visibly transitioned to a progressive, international mindset,” says Daniel.
“Successful leadership is now more inclusive, responding to employees, customers, shareholders and communities alike.”
This transition at Santander ushered in measurable changes in culture—something Daniel maintains is necessary to show the tangible impacts of culture transformation: “We achieved significant milestones, like increasing female representation on the board and leadership positions, transforming the organizational culture, and creating Europe’s largest digital bank. This extensive transformation journey provided invaluable learning experiences for me.”
What are change management best practices?
As you work through change management strategies, you’ll need to know the best ways to set yourself up for success. Here are seven tips from Daniel to help you instigate much-needed change.
1. Define the change and assess the risks
Effective change management starts with clearly defining the change and assessing potential risks, such as regulatory changes, supply disruptions, or geopolitical factors. This helps identify obstacles and integrate mitigation strategies into the plan. Transparent communication about the scope, steps, metrics, and impact ensures organizational alignment and readiness.
2. Plan for change
A structured framework is vital for any change, focusing on clear roles, goals, and approaches. Leaders should involve employees in identifying changes, addressing concerns, and assessing readiness, particularly in technology and adaptability. Clear communication of benefits and role clarity across all levels ensures a smooth and engaged transition.
3. Support the change
Organizational culture and leadership commitment are key to effective change management, emphasizing open dialogue and honest feedback. A positive culture fosters trust, accountability, and aligns KPIs with change goals, reducing resistance. Recognizing employee efforts and involving managers as change advocates sustains motivation and supports successful adoption.
4. Communication
Proactive and transparent communication from leadership is essential for engagement and minimizing resistance, sharing reasons, steps, and success stories to build trust. Daniel says this is particularly important with the rise of remote work: “Creating and maintaining a strong organizational culture remotely requires intentional effort. Every meeting or virtual gathering should reinforce the company’s culture, values and recognize outstanding behaviors. Virtual platforms offer unique opportunities for cross-departmental interactions that aren’t easily possible in physical offices.”
5. Training
Training is vital for effective change management, preparing employees and management to adapt smoothly and prevent frustration or turnover. Investing in cross-functional training, clear timelines and strong project management supports seamless adoption of new processes. Building technical and interpersonal skills enhances teamwork and contributes to the overall success of the change effort.
6. Overcome resistance to change
Effective change management involves addressing resistance by recognizing that not everyone will fit the evolving culture. “Sometimes, certain individuals may not fit the evolving culture,” says Daniel. “It’s essential to support those better suited elsewhere for their well-being and the company’s harmony. Ensuring alignment between personal and organizational values fosters mutual success, as misalignment can hinder performance and satisfaction. Emphasizing personalization and adaptability helps organizations manage resistance by encouraging individuals to seek environments that resonate with their aspirations, ultimately promoting a healthier, more productive workplace during change initiatives.
7. Embrace social responsibility
Finally, you should take your social responsibility into account. “Modern businesses can’t succeed without embracing social responsibility,” says Daniel. “They need to satisfy shareholders, foster loyal customers, support communities and ensure employee satisfaction. Sustainability across these domains is critical for thriving in today’s world.”
How to modernize human resources with new tech?
It’s no surprise that new technologies are drastically impacting Human Resources. This isn’t just a source of change, but a means to smoothen transition. “Technology plays a crucial role in transformation, enabling seamless connectivity across geographies and time zones,” says Daniel.
The other hot topic for Human Resources tech development is that of Artificial Intelligence. “The rapid development of technologies like AI and automation offer tremendous opportunities but also raises questions about privacy, bias and responsibility,” says Daniel. “It’s vital to develop policies and frameworks that foster ethical use of technology, ensuring transparency and fairness.”
“Future-proofing your organization means continuously evaluating technological impacts and embedding ethical considerations into all processes.”
“Personalization, enabled by AI, is becoming vital in HR processes,” Daniel continues. “Employees now expect tailored, flexible career paths and personalized development opportunities. AI can optimize processes, improve decision-making, and support a transformative culture, although it requires careful management to fulfill its promise without succumbing to bias.”
The Five Ps for AI integration
Incorporating AI into human resources can significantly enhance efficiency and personalization. Daniel’s model, the Five Ps, encapsulates AI’s potential.
1. Process enhancement
2. Personalization and employee experience
3. Predictive insight
4. Policy and governance
5. People and culture transformation
Each area leverages AI to refine processes, make informed decisions, and support a dynamic workplace culture. Crucially, for AI to fulfill its promise, organizations must foster a culture of digital literacy and ethical understanding among employees and leaders.
Why study the Master in Talent Development & Human Resources?
Studying the Master in Talent Development & Human Resources offers a practical, hands-on pathway into a rapidly evolving field. As Daniel emphasizes, “learning how to learn” is essential in today’s workforce, where adaptability and lifelong education are key. The program features real-world projects with top companies like Deloitte, Zurich, and Santander, equipping students with the skills needed to succeed in modern HR roles and adapt to ongoing industry changes.
The program’s focus on industry expertise and technological innovation aligns with Daniel’s insights on embracing diversity, culture, and technology. Students learn from faculty who are both academics and industry veterans from organizations such as McKinsey and Tesla. Courses like People Analytics and HR in the Metaverse ensure graduates acquire advanced, future-forward skills to leverage new technologies for organizational transformation and strategic decision-making.
Ultimately, the program prepares individuals to become change-makers within their organizations. Daniel highlights that “success comes not just from what you do, but from the organizations and cultures you choose to be part of.” This program empowers students to lead workplace transformation, champion diversity and well-being, and embed cultural values into business strategy—making it ideal for professionals eager to shape the future of HR and work.
Benjamin is the editor of Uncover IE. His writing is featured in the LAMDA Verse and Prose Anthology Vol. 19, The Primer and Moonflake Press. Benjamin provided translation for “FalseStuff: La Muerte de las Musas”, winner of Best Theatre Show at the Max Awards 2024.
Benjamin was shortlisted for the Bristol Old Vic Open Sessions 2016 and the Alpine Fellowship Writing Prize 2023.
