Organizational Communication Strategy Leadership Style in Socializing the Culture of Digitalization of Financial Product Registration Using Kurt Lewin's Change Model

This study aims to analyze leadership communication strategies in promoting a digital culture for financial product registration at DBS Bank. In the ever-evolving digital era, financial organizations are faced with the challenge of adapting to new technologies and changing the way they operate. DBS Bank, as one of the leading banks in Asia, has undertaken a significant organizational transformation by integrating digitalization into the financial product registration process. This study uses a literature review approach to analyze the communication strategies employed by organizational leaders in DBS Bank's transformation. The results indicate that effective communication strategies, including framing messages, using metaphors that focus on digitalization, and understanding concerns and providing solutions to reduce feelings of uncertainty, play a crucial role in employees' acceptance of the change message. This study also highlights the importance of visionary leadership and communication across multiple channels so that new cultural values can be absorbed and embraced by all employees. Thus, this study makes an important contribution to understanding how leadership communication can facilitate digital transformation in the financial sector and offers recommendations for other banks seeking similar changes.