Change Management WalkMe TeamUpdated January 23, 2023

Becoming A Change Management Agent: The Driving Force Behind Organizational Change

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Becoming A Change Management Agent: The Driving Force Behind Organizational Change

A change management agent takes personal responsibility for the success of organizational change projects. 

Change agents inspire at the start of an initiative, guide during the implementation process, and share responsibility for the outcomes.

A change agent is not the same thing as a change leader or a change manager. Leadership and management roles all have more specific roles within the change project, whereas an agent has more responsibility for the challenges of the change implementation. And where a change champion or change advocate drives the start of a project, change agents stick around until the very end.

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In short, change agents can do many different things in an organization. This article will help make sense of this vital project team member.

The article will fully describe the role, showing how a change agent can impact a change project. It will detail the responsibilities a change agent can take and the personal qualities that all effective change agents should have. 

The article will then examine some critical roles a change agent can take in an organization, such as consultant, trainer, researcher, and more. We’ll see how change agents can be recruited while leading to positive business results. 

What Is A Change Management Agent? 

In change management, a change agent is an individual or group that facilitates organizational transformation and development. Change agents are responsible for recognizing the need for change in an organization and helping to create, implement, and maintain successful strategies to achieve those changes. Change agents can have various organizational roles, including consulting, coaching, training, facilitating workshops, coordinating resources, and developing new strategies.

They also often serve as a resource for staff throughout the organization, helping to promote a culture of continuous learning and improvement. Change agents are often seen as catalysts for innovation and growth and as stewards of organizational culture who promote positive change in an organization’s operations.

While change agents may work in different departments or even across departments, they typically report to the top levels of an organization. Line management of change agents will come from within the change project team, not from a regular business unit.

Change agents help organizations move forward in times of transformation and uncertainty by providing insight and guidance on making effective changes. Change agents also support employees who may be facing change-related pressure or anxiety.

In many cases, change agents help organizations develop new approaches to problem-solving while also helping to ensure that any changes are implemented promptly and efficiently. Assisting employees to understand and accept change helps to create an atmosphere of support and success within the organization.

Ultimately, change agents have become integral to modern organizational culture as companies continually strive for growth, stability, and sustainability. Where a change project requires attention across the organization, a change agent network will bring together key figures across the business.

The responsibilities of a Change Agent  

Some of the significant responsibilities of change agents include the following: 

  • Taking a leading role in communicating the change to the organization as a whole 
  • Coordinating internal change leaders, the change agent network, and any third-party change consultants 
  • Finding innovative ways to solve resistance to change 

In general, change agents are responsible for creating a shared sense of purpose among staff members, motivating them to achieve organizational objectives, and providing resources so that everyone can successfully implement changes.

They should be involved with every stage of the planning and implementation process. Change agents identify areas in which changes can be made, develop strategies to make those changes, prepare employees to adapt and implement the changes, monitor progress, evaluate successes and failures and provide feedback and support to staff throughout the project.

The responsibilities of change agents depend on their relationship with the organization and the specific role they have been given. Their focus will be different if they are in a role as consultants, trainers, researchers, or another role (the article will discuss this in greater detail below). 

The change agent is one of the many functions performed by a single person. For example, recent insights from Gartner suggest it was one of the numerous roles a CFO could hold.

What Qualities Do Successful Change Agents Have?

Change agents are actively involved in managing change in an organization. They are generally recruited for a unique balance in the following areas: 

  • Skills: They bring together a robust set of skills: technical know-how, people skills, and knowledge of change management methodologies. In short, they should be much more than a simple project manager
  • Organization: They can stand outside the company’s usual business processes when they’re recruited from inside the company, 
  • Problem-solving: with their unique insights into the organization, they can be expected to solve more problems. 

Good change agents need to have a variety of qualities. The following list gives just some of the best qualities that good change agents should have:

  • A well-informed belief in the power of change
  • Excellent communication skills
  • Perseverance, even in the face of difficulties and resistance
  • The ability to understand company culture – from the inside or the outside
  • Belief in targets, metrics, and measurable outcomes
  • Extensive knowledge of business processes
  • Responsiveness to experience – they alter their priorities when the situation changes
  • Team working skills across an organization’s hierarchy 

If problems arise with the change initiative, change agents must be able to summon all these qualities at once to solve problems while keeping a clear focus on the results.

Organizational Change Management Agent Roles 

Organizational Change Management Agent Roles 

As far as most staff are concerned, change agents should be consistently available to answer any queries during a change project. However, they can take on many specific roles while giving the company the desired direction.

This section will explain the major roles a change agent can take on, such as consultants, communicators, engineers, trainers, stakeholders, and researchers. In all of these roles, their skills in managing change are fundamental while adapting to different issues in the initiative.


As consultants, change agents provide advice and guidance on implementing change initiatives. With their knowledge of successful business practices across industries, they provide external expertise on best practices and evaluate changes to ensure successful implementation. They assess an organization’s current situation, using an outsider’s perspective to identify problems that might be unclear to internal employees and leaders.

Communicators & Advocates

Before, during, and after a change initiative, communication across the organization is vital to the project’s long-term success.

As communicators, change agents are responsible for providing clear and concise information about changes to all stakeholders. They must ensure that everyone is informed of the changes’ nature, scope, and objectives for them to succeed. Change agents also play an important role in creating a shared understanding of the organization’s goals among staff members.

In many models of change management implementation, such as Prosci’s ADKAR approach, awareness and knowledge are priorities for the project. A change agent is an excellent way to support those people-based priorities.

Engineers and Developers 

Change agents will show how to get past technical solutions in a digital transformation project.

When a change project involves significant technological change, a change agent with a software engineering and development background will greatly value a company. A change agent doesn’t always need complete technical oversight of the project. But when they understand the ins and outs of the specialist knowledge, they can better understand how to create a successful strategy for everyone.


As trainers, change agents equip employees with the knowledge and skills to respond to changes successfully. They guide how best to respond to changes, offer support for those feeling overwhelmed by the process and make sure everyone is aware of their roles in achieving the organization’s desired outcomes. Change agents also work with leaders and staff to understand the change’s scope and impact to ensure everyone is adequately equipped to handle it.

Business Stakeholders 

As business stakeholders, Change agents are also responsible for building consensus among all stakeholders, negotiating differences in opinion, and providing advice when needed. They must ensure that every decision made is aligned with the organization’s overall objectives and be able to communicate these decisions to everyone involved effectively.


As researchers, change agents collect data to better understand the current state of an organization and its external environment. They use this information to identify improvement opportunities and suggest solutions based on sound evidence. 

Through their research, they also assess the effectiveness of organizational changes and provide feedback that can be used to make adjustments. Finally, they identify external trends affecting the organization and its processes.

Internal vs. External Change Agent 

Change agents can come from inside or outside of a company. There are advantages to both types.

Internal change agents are often employees from within the organization who lead change initiatives. They understand its culture, processes, and procedures and are more familiar with staff members and their roles.

External change agents are outside consultants or experts hired to deliver change initiatives. They have fewer personal connections but bring new perspectives and experiences. Consultancies and vendors may offer change agent services for an organization.

Both change agents are essential in change initiatives, bringing unique experiences and perspectives to the change process. However, larger companies are more likely to have the capacity for internal change agents. 

Classes of Change Agents

Classes of Change Agents

Change agents support organizational change with whatever specific demands they face. 

Depending on the project, they might be recruited to deal with people, structures, or processes. 

1. People-Focused Change Agents

People-Focused Change Agents focus on motivation and engagement. They understand how to encourage open dialogue, identify possible resistance or confusion areas, and build the necessary skills to implement successful change. People-focused change agents create an atmosphere that encourages participation and motivation.

People-focused change agents use a variety of approaches to ensure motivation and engagement. They strategize ways to make change initiatives understandable, spark interest, and provide support throughout the process. This often includes team building, communication strategies, problem-solving tools, and goal-setting.

2. Organizational & Operational Structure Change Agents

Organizational and Operational Structure change agents focus on aligning the organization’s operations and structure to ensure successful change implementation. By understanding how a company operates, these change agents can identify areas of improvement that need attention and work with leaders to create strategies for improvement. This often includes workflow analysis, process modeling, resource optimization, and developing change management plans.

3. Internal Process Change Agents

Internal process change agents are responsible for understanding the organization’s existing processes and procedures and finding ways to streamline them so that they can support a change initiative. This often includes process mapping, automation strategies, cost reduction strategies, and introducing new technology or applications.

These change agents also use communication strategies to ensure that staff members are informed and prepared for the change. They may also provide training on how to use new systems, software, or processes so that employees can start using them as efficiently as possible.

Ways Change Agents Bring About Progress

Ways Change Agents Bring About Progress

Change agents use their unique set of skills to make embed change effectively. 

Their wide-ranging knowledge of relevant issues offers solutions that no one else can. But faced with the unpredictable challenges of a new project, effective change agents will have some strategies to help them engage all staff. 

Change Management Exercises 

Change management exercises prepare employees to respond successfully to changes. These exercises can include training, workshops, simulations, and other activities that encourage open dialogue, identify areas of possible resistance or confusion and build the necessary skills needed for successful change implementation.

WIIFM (What’s In It For Me)

The WIIFM (What’s In It For Me) principle helps change agents understand how stakeholders are involved in identifying and addressing the needs of each stakeholder, as well as their motivations and expectations. By understanding what employees gain from a change project, agents can identify the right ways to engage and motivate them. This ensures change initiatives are successful since stakeholders are more likely to participate if they understand what’s in it for them.

Persuasive Techniques

Change agents use persuasive techniques to present change initiatives in a convincing and motivating way. Change agents use these techniques to influence all stakeholders positively. They highlight potential benefits, address any concerns or objections, or help employees understand how their roles will change after implementation.

Stakeholder Analysis 

Stakeholder analysis helps change agents identify, assess, and manage stakeholders in a change initiative. By analyzing the interests of all stakeholders, change agents can develop an effective strategy for engaging them and ensuring they understand the objectives of the change. This also helps change agents ensure that all stakeholders are informed and have the information they need to make informed decisions.

MoSCoW Technique 

The MoSCoW Technique is a change management tool to prioritize tasks or objectives. It stands for Must have, Should have, Could have, and Would have, and it helps change agents better manage the scope of change initiatives.

The Must category includes essential tasks that are required for successful change implementation. The Should category contains important tasks that should be completed. The Could category includes tasks that could be beneficial but are not essential, and the Would category contains tasks that would be nice to have but aren’t necessary.

Change agents can use this technique to ensure change initiatives achieve their goals while still achieving desired outcomes.

Change Agents: A Key To Longevity? 

Change agents can implement long-lasting changes in a company. 

Only some people will have all the answers in a wide-ranging change initiative. However, a change agent can come close. With their knowledge of the company, experience with similar problems, and distance from the demands of daily business processes, they are in a unique problem under a difficult situation and deliver valuable responses. 

However, change agents are only suitable for some situations. Some of the disadvantages may include the following:

A change agent is a demanding role. Recruiting, training, and retaining appropriate staff is a challenge in itself. 

  • External change agents may need help understanding the company culture. 
  • Internal change agents may come to the role with existing biases, preferences, and political positions. 
  • Effective change agents achieve results with clear change strategies and frameworks. They are just one part of the initiative. 
  • When change agents hold other posts in the company, they may need help to balance their commitment to the change project. 

With all these possibilities in problems in mind, a poor change agent can entrench the very problems they are intended to solve. Personnel who don’t “fit” with a company and fail to build trust will make employees even more resistant to change. 

The expense of training and recruiting change agents should be balanced carefully against the specific financial value they can bring. As an important McKinsey report describes, “institutions, therefore, need to ensure their change-agent program delivers far more in value than it costs to run, that it delivers its value as rapidly as possible, and that its value is sustainable over the long term.”

When internal change agents successfully impact the company, they should be rewarded with pay and benefits. External change agents might be recruited for a one-off change project. When that project’s finished, it should be re-integrated into a relevant business unit or the executive team.

Thoughts For The Future: Advocating For Change 

Change agents offer value to large organizations when they support and embed long-term change. However, change agents can be a costly method. The employees who get positions as change agents are some of the brightest in the company. With all their skills, they can quickly be poached by other companies.

For long-term growth and resilience, developing an organizational culture is essential to prepare for new change projects. Projects always need champions, but every staff member must be prepared for emerging technologies, new solutions, and alternative structures. When change agents do good work, they can support it very well. 

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