What Is ADKAR? 

ADKAR is a change management model developed by Jeff Hiatt, the founder of Prosci. It is designed to guide individuals and organizations through successful change by focusing on the people side of change. The acronym ADKAR stands for the five key building blocks of change:

  1. Awareness – Understanding why change is necessary.
  2. Desire – Creating a willingness to support and participate in the change.
  3. Knowledge – Providing the skills and information needed to make the change.
  4. Ability – Enabling individuals to implement new skills and behaviours.
  5. Reinforcement – Sustaining the change to ensure long-term success.

How ADKAR Works

The model helps organizations identify gaps in change management and target interventions accordingly. It ensures that individuals move through each stage successfully, which increases the likelihood of a smooth transition and minimizes resistance.

The Five Steps of the ADKAR Model

Awareness – Understanding the Need for Change

The goal is to ensure everyone recognizes why the change is necessary. If employees do not understand the reason for the change, they may resist or be indifferent. 

Key Questions:

  1. Why is this change happening?
  2. What are the risks of not changing?

Use communication campaigns, leadership messaging, and storytelling to create awareness.

  • Leadership Communication: Senior leaders should share a compelling case for change through town halls, emails, and video messages.
  • Storytelling: Use real-world examples, success stories, or industry trends to highlight the risks of not changing.
  • Two-Way Communication: Encourage feedback through surveys, focus groups, and Q&A sessions to address concerns.
  • Change Impact Assessments: Show employees how the change affects their daily work.

Desire – Developing a Willingness to Support the Change

The goal is to encourage everyone to personally invest in and support the change. Employees may fear losing control, additional workload, or job security.

Key Questions:

  1. What’s in it for me?
  2. How will this impact my role?

Engage employees early, involve key influencers, and provide incentives.

  • Involve Key Influencers: Identify champions or early adopters who can advocate for change.
  • Address Individual Concerns: Conduct one-on-one meetings or team discussions to understand fears and resistance.
  • Create Incentives: Use recognition, rewards, or career growth opportunities to encourage participation.
  • Demonstrate Quick Wins: Showcase small, early successes to build momentum and trust.

Knowledge – Equipping People with the Right Skills

Make sure that everyone has the essential information and training needed to implement the change effectively. Without proper training, employees may struggle with execution.

Key Questions:

  1. What do I need to know to make this change?
  2. What training or education is required?

 Offer workshops, e-learning courses, job aids, and mentorship programs.

  • Structured Training Programs: Offer workshops, e-learning courses, hands-on training, and user manuals.
  • Mentoring and Coaching: Pair employees with experienced team members to guide them.
  • Process Documentation: Create step-by-step guides, FAQs, and reference materials.
  • Interactive Learning: Use simulations, case studies, and role-playing exercises to reinforce learning.

Ability – Turning Knowledge into Action

Enabling employees to apply their new skills and behaviours effectively. Even with knowledge, employees may struggle to adapt due to a lack of confidence or real-world practice.

Key Questions:

  1. Can I perform the new process or behaviour?
  2. What obstacles might prevent me from succeeding?

Provide hands-on experience, coaching, and feedback loops to build competence.

  • Practice in a Safe Environment: Provide sandbox environments or pilot programs where employees can test new skills.
  • Job Aids and Support Systems: Develop quick-reference guides, checklists, and help desks.
  • Performance Coaching: Give real-time feedback and ongoing support to build confidence.
  • Remove Barriers: Address workload issues, system limitations, or procedural bottlenecks that may hinder adoption.

Reinforcement – Sustaining the Change Over Time

 Ensuring that the change sticks and does not revert to old habits. Without reinforcement, employees may default to previous behaviours.

Key Questions:

  1. What will keep me from going back to the old ways?
  2. How will success be recognized and reinforced?

Implement recognition programs, regular performance reviews, and leadership reinforcement.

  • Continuous Monitoring: Track adoption through KPIs, feedback surveys, and performance reviews.
  • Celebrate Successes: Recognize and reward employees who embrace the change.
  • Leadership Support: Ensure managers and executives consistently reinforce new behaviours.
  • Ongoing Learning: Provide refresher training and updates as needed.
  • Accountability Mechanisms: Integrate new processes into standard operating procedures (SOPs) and performance expectations.

Key Things to Know About ADKAR

While the ADKAR model is straightforward, there are important considerations to ensure its successful application.

1. ADKAR is Sequential but Not Always Linear

  • Each step builds on the previous one, but people move through them at different paces.
  • Some employees may get stuck at a certain step, requiring additional focus before moving forward.
  • Resistance often occurs when a step is skipped or rushed.

2. ADKAR is People-Centric

  • It focuses on individuals, not just organizational change.
  • Even if leadership supports the change, adoption depends on how well employees transition.
  • Resistance can stem from personal concerns (e.g., fear of job loss or increased workload).

3. Leadership and Sponsorship Are Critical

  • Change initiatives fail when leaders are not actively involved.
  • Employees look to managers for guidance, so leadership must reinforce messages.
  • Poor sponsorship is one of the top reasons change efforts fail.

4. ADKAR Works Best with a Structured Change Plan

  • ADKAR alone is not a full change management strategy—it is a framework for guiding individual change.
  • Pair with project management and organizational change strategies.

5. Resistance is Normal and Should Be Managed Proactively

  • Not everyone will accept change at the same rate.
  • Resistance often indicates a gap in Awareness, Desire, or Ability.

Measurement and Reinforcement Are Essential

  • To monitor change, use KPIs, conduct employee surveys, and analyze performance data.
  • Without reinforcement, employees may revert to old habits.