Effective leadership communication is vital for facilitating organizational change in public
organizations (Husain, 2013; van der Voet, 2016). However, there is limited understanding of
how public sector leaders can craft messages that positively influence perceptions of change.
Behavioral research suggests that the effectiveness of messages increases when they align
with employees’ intrinsic motivations and cognitive orientations (Stam et al., 2010a). While
transformational leadership literature emphasizes public sector values and societal impact to
motivate employees (Bro & Jensen, 2020; Hassan et al., 2021), change communication often
focuses on personal benefits to enhance engagement (Armenakis & Harris, 2002; Fatima et al.,
2022). This raises the question of which beneficiary public sector leaders should prioritize to
foster positive perceptions of change.
This study integrates signaling theory (Guest et al., 2021) and public service motivation (PSM)
theory (Perry, 1996) to investigate how emphasizing different beneficiaries affects employee
receptiveness to change messages. Additionally, regulatory focus theory (Higgins, 2002) is
used to explore how the effect of beneficiary emphasis may differ based on employees’
regulatory orientation (promotion or prevention) within the change message (Stam et al.,
2010b).
A randomized survey-experiment is conducted with Belgian federal government employees
(data collection still going on). Participants are asked to report their level of PSM and
regulatory orientation and to evaluate a job applicant’s vision statement. The experiment
manipulates message orientation (promotion-focused, prevention-focused, or balanced) and the
primary beneficiary of change (organization, employees or citizens/society). Message
effectiveness is measured by participants’ perceptions of the applicant and the proposed change
vision. This study provides behavioral insights into how change messages should be designed
to enhance employee support for organizational change in public organizations.