Change champions: What they do and how to identify them

Organisational change rarely succeeds through plans and processes alone. Even well-structured initiatives can struggle if people do not understand, accept or support what is being introduced. This is where change champions play an important role.

Change champions act as advocates within the organisation. They help bridge the gap between formal change management roles and the wider workforce. By supporting communication, encouraging engagement and modelling new behaviours, they can influence how change is experienced at ground level.

For change managers, understanding the role of change champions and identifying the right individuals is a practical step towards stronger adoption.

What are change champions?

Change champions are individuals within a team or department who actively support a change initiative. They are not always part of the formal project structure. In many cases, they continue in their existing operational roles while contributing to the change effort.

Their influence comes from credibility rather than authority. Colleagues often see them as trusted peers who understand the realities of day-to-day work. When they demonstrate commitment to a new system, process or behaviour, others are more likely to follow.

The role of change champions can vary depending on the initiative. In some organisations, they help test new tools and provide feedback before wider rollout. In others, they act as local points of contact for questions and concerns. Their presence supports organisational change by making it feel less distant and more practical.

Why change champions matter for adoption

Supporting organisational change involves more than communicating a vision. People need to understand how change affects them personally and what it means for their work.

Formal communications from leadership are important, yet they may not address the informal conversations that shape perception. Change champions operate within these everyday networks. They can clarify misunderstandings, challenge rumours and reinforce key messages in a way that feels authentic.

They also provide feedback to the change team. Because they are embedded in operational areas, they can surface practical challenges early. This helps change managers adjust plans before resistance becomes entrenched.

In complex transformations, change management roles often focus on governance, planning, and stakeholder engagement at senior levels. Change champions complement this by focusing on local engagement. Their contribution increases the likelihood that change moves from announcement to sustained adoption.

The responsibilities of change champions

While responsibilities will differ by initiative, there are common elements associated with effective change champion responsibilities.

They communicate key messages about the change and help colleagues understand its purpose. They demonstrate new behaviours or ways of working in their own practice. They encourage participation in training or workshops. They raise concerns constructively and provide feedback to the change team.

In many cases, they also help identify areas where additional support may be needed. This might include highlighting skill gaps, workload pressures or process ambiguities that could slow adoption.

Clear expectations are important. Change champions should understand what is expected of them, how much time they can reasonably commit and who they report to within the change structure. Without clarity, the role can become informal and inconsistent.

How to identify the right change champions

Selecting change champions requires careful thought. Seniority alone is not a reliable indicator of influence. Some of the most effective champions are respected peers rather than managers.

Change managers can look for individuals who are:

• Well-regarded by their colleagues
• Open to new ideas and willing to engage constructively
• Strong communicators who listen as well as speak
• Credible in their operational area
• Able to influence without relying on formal authority

It is also helpful to consider diversity across departments, locations and job functions. A broad network of change champions ensures that different perspectives are represented and that engagement is not limited to a single group.

Involving line managers in the identification process can provide additional insight. However, volunteers should also be encouraged. Individuals who express interest in supporting change may bring energy and commitment that strengthens the initiative.

Supporting change champions effectively

Identifying the right people is only the first step. Supporting them is equally important.

Change champions need access to accurate information. Regular briefings help them stay aligned with project progress and key messages. Providing opportunities to ask questions and share concerns strengthens their confidence.

Training can also be valuable. Even experienced professionals may benefit from guidance on communication techniques, handling resistance or facilitating discussions. Investing in this development reinforces the importance of their role within wider change management initiatives.

Recognition matters as well. While change champions may not hold formal authority, their contribution should be acknowledged. This could involve recognition in team meetings, inclusion in planning discussions or visible appreciation from senior sponsors.

Using change champions to strengthen organisational change

Change champions are most effective when integrated into the broader change strategy. They should not operate in isolation from the project team or leadership sponsors.

Regular feedback loops between champions and change managers help maintain alignment. Insights gathered from operational areas can inform risk assessments, training plans and communication strategies. In this way, change champions contribute to both engagement and continuous improvement.

It is also important to avoid overburdening them. Champions still have operational responsibilities. Clear boundaries around expectations protect both their effectiveness and their credibility.

When used thoughtfully, change champions help translate strategic intent into practical action. They humanise the change process and support the cultural shift required for lasting results.

Strengthening change capability across your organisation

Successful change depends on structure, leadership and engagement. Change champions play a vital role in connecting these elements. By identifying credible individuals, defining clear responsibilities and providing ongoing support, change managers can improve adoption and reduce resistance.

For organisations seeking to strengthen their approach to supporting organisational change, building capability in change management roles is a practical investment.

Explore our change management and leadership training at ILX to equip your teams with the skills needed to deliver change with confidence and clarity.