Organizational Change Manager (OCM)

Modern Organizational Change Manager (OCM) Role Profile

Introduction to the EUS Digital Workplace Practice

The End User Services (EUS) Digital Workplace Practice (DWP) is a strategic team within the organization focused on transforming the employee experience through digital innovation. The DWP operates across three core areas: 1. Experience Design (XD): This team ensures that digital tools and services are intuitive, accessible, and aligned with user needs. They collaborate with stakeholders to co-create seamless experiences that drive productivity and satisfaction. 2. Organizational Change Management (OCM): The OCM team leads the human side of change, ensuring that employees are supported through transitions. They design and execute change strategies, communications, and enablement plans that drive adoption and behavioral change. The OCM roles described in this document are part of this core area. 3. CRM Execution using Salesforce Marketing Cloud (SFMC): This capability enables targeted, data-driven communications to employees. The team uses SFMC to deliver personalized messaging that supports change initiatives and enhances engagement. Together, these three pillars enable the DWP to deliver holistic, employee-centered digital transformations.

Modern Organizational Change Manager (OCM) Role (team 2 above)

1. Core Change Management Expertise

- Behavioral Change Design: Ability to design, document and advocate structured journeys that guide employees from awareness to adoption using frameworks like ADKAR documented in tools like Mural.

- Stakeholder Engagement: Skilled in stakeholder mapping, influence strategies, and development of learning strategies to drive sponsorship and alignment.

- User segmentation: Able to split down and target segments of an organization separately by understanding and grouping outcomes to deliver differentiated communications.

- Communication Strategy: Develops targeted, multi-channel communication plans that are personalized and measurable.

- Learning & Enablement: Designs inclusive learning experiences that support all learning styles that achieve the desired business outcomes.

2. Digital Workplace & Technology Fluency

- Tool Ecosystem Knowledge: Familiarity with platforms like M365, Zoom, AWS, Windows 10/11, and virtual environments.

- Experience Design (XD): Collaborates with XD teams to ensure frictionless employee experiences and intuitive technology adoption.

- Analytics & Targeting: Uses behavioral data and segmentation to refine change strategies and measure impact.

3. AI-Enhanced Change Capabilities

- AI-Augmented Communication: Leverages generative AI to draft, personalize, and optimize communications at scale.

- Predictive Change Analytics: Applies AI to forecast adoption risks, resistance patterns, and readiness gaps.

- Conversational AI Integration: Designs and deploys AI-powered assistants to support just-in-time learning and change navigation.

- Content Intelligence: Uses AI to curate and recommend learning content based on role, behavior, and sentiment analysis.

4. Future-Ready Competencies

- Agile & Adaptive Mindset: Operates in iterative cycles, embracing experimentation and continuous feedback.

- Digital Storytelling: Combines data visualization, narrative, and emotional resonance to inspire change.

- Ethical AI Stewardship: Understands the ethical implications of AI in the workplace and ensures transparency, fairness, and inclusivity.

- Change-as-a-Service (CaaS): Delivers modular, scalable change interventions that can be rapidly deployed across programs.