Abstract
Successful implementation of digital change by organisations requires engagement through strategic internal communication and buy-in of employees as internal stakeholders. The Gauteng Department of Social Development (GDSD) introduced digital transformation to its employees and social workers (SWs), with the objective to migrate them from paper-based files to digital filing. This study, by investigating the perceptions of SWs, highlights the importance of effective and strategic internal communication with employees during digital transformation projects. Semi-structured interviews with seven SWs were conducted to examine their perceptions of the GDSD’s internal communication and its influence on the effectiveness of the digital transformation project. The research findings highlighted the need for more strategic internal communication practices with internal stakeholders to implement digital change projects successfully. The findings also revealed the importance of engaging employees at all levels as internal stakeholders during the GDSD digital transformation project, especially end-users, as they are the people that are most affected by the digital change implemented. The application of strategic change management communication during digital organisational change is critical as it fosters purposive, congruent and relational communication between an organisation and its stakeholders. A focus on the people involved during digital change management processes plays a key role because people have a direct impact on the success or failure of a change project. The case of GDSD demonstrates that multi-level stakeholder consultation and engagement through strategic internal communication during change are critical for stakeholder buy-in, which influences the success of digital transformation in an organisation.
M.A. (Strategic Communication)