Understanding Stakeholder Engagement Levels

Been hearing about the levels of engagement but aren’t sure how to apply them to your own project or consultation process? 

We’ve put together this guide to help expand on what the Levels of Engagement Framework is and how you can apply it by identifying what level your stakeholder fit into — and how to tailor your stakeholder engagement approach accordingly.

So, let’s start with a definition:

What Are Stakeholder Engagement Levels?

‘Stakeholder engagement levels’ refers to a method of classifying stakeholders based on their current or desired level of engagement. Many industry experts define these levels as:

• Unaware
• Resistant
• Neutral
• Supportive
• Leading

These levels are in line with the Stakeholder Engagement Assessment Matrix, which is used to evaluate a consultation based on stakeholders’ current level of engagement in contrast with their desired level of engagement.

However, other frameworks may use different labels to define a level of engagement or participation. For example, the IAP2 Public Participation Spectrum’s five levels are inform, consult, involve, collaborate, and empower. 

You might also see other engagement frameworks building on these with additional levels, such as remain passive, monitor, and transact — these may allow you to capture a broader range of stakeholders than the original framework.

Or you might see researchers and frameworks that use an entirely different set of levels, such as this study that defines three levels for categorizing stakeholder engagement strategies: Level 1 – Information Strategy (Track, Inform), Level 2 – Response Strategy (Consult, Support), and Level 3 – Involvement Strategy (Collaborate, Partner). 

The Importance of Knowing Stakeholder Engagement Levels

So, why might you need to know your current and optimal stakeholder engagement levels? Potential reasons include:

• Setting and measuring objectives – Tracking your levels of engagement could be a way to measure your stakeholder engagement objectives, such as ensuring that certain groups are consulted to a certain level
• Continual improvement – If your goal is to improve stakeholder engagement, you could track your current levels and work towards each stakeholder group reaching a higher level before the consultation period ends
• Planning ahead – Being aware of your stakeholder engagement levels can help you plan strategies to achieve your goals, ensuring you have the appropriate resources in place
• Setting priorities – Identifying engagement levels can help you determine which stakeholders to prioritize, especially those stakeholders that aren’t close to achieving the appropriate level of engagement
• Meet expectations and avoid conflict – By working towards each stakeholder’s expected level of engagement, you can avoid potential conflicts that would otherwise occur

Defining the Levels of Stakeholder Engagement

So, how do you know what level a stakeholder is currently at? Or what level is expected or desired by the end of your engagement period? 

We’ve outlined each of the five levels of stakeholder engagement below, including a definition and characteristics — in line with the levels identified in PMI’s PMBOK® Guide.

Level 1: Unaware Stakeholders

Unaware stakeholders tend to have a lack of awareness about the project, its implications, and what it may impact.

Characteristics of unaware stakeholders:

• Not signed up to receive project-related communications
• Not present at project-related events or discussions 
• When asked about the project, they are surprised or confused
• Not located in an area where project work is being carried out or discussed

Level 2: Resistant Stakeholders

Resistant stakeholders tend to know about the project and what it might impact, but they’re skeptical or opposed to it. They don’t support its goals or the work required to accomplish them.

Characteristics of resistant stakeholders:

• Expressing negative sentiments in their communications about the project
• Refusing to provide necessary information or resources
• Refusing to participate in project activities or meetings
• Actively blocking progress to the project
• Verbalizing their disagreement or dissatisfaction with the project
• Complaining about the project or focusing on the negatives
• Frequently challenging project decisions
• Attempting to recruit others to their position against the project

Level 3: Neutral Stakeholders

Neutral stakeholders are aware of the project, but they don’t have strong feelings towards it — either for or against. 

Characteristics of neutral stakeholders:

• Not overly enthusiastic — the project is a low priority compared to other work 
• Reactive, not proactive
• Neutral language
• They don’t express strongly negative or positive opinions about the project or its goals
• They comply with project requirements and do what is asked, but aren’t committed to its success
• They attend meetings and respond to communications when required, without actively participating or contributing
• Seeming to reserve judgment until they have more information

Level 4: Supportive Stakeholders

Supportive stakeholders know about the project and have a positive attitude towards it. They support its goals and the work required to accomplish them, and they’re willing to get behind it.

Characteristics of supportive stakeholders: 

• When discussing the project, they speak favorably and focus on benefits
• They’re genuinely interested in and enthusiastic about any progress or outcomes
• Their feedback is constructive and helpful, focused on improving the project
• They attend any meetings regularly and actively participate in discussions
• They proactively share and seek out information and updates
• They go out of their way to volunteer for project tasks and take on responsibilities
• They contribute their time and resources to support the project
• They respond to project communications or requests promptly

Level 5: Leading Stakeholders

Leading stakeholders are aware of the project and actively involved in it. They champion the project to others and regularly take steps towards its success.

Characteristics of leading stakeholders: 

• Actively promoting the project to other stakeholders (internal or external)
• Anticipating possible issues and proactively solving challenges
• Engaging other stakeholders and building relationships through their own networks
• Seeking out collaboration opportunities
• Providing strategic insights and helping to shape the project
• Substantially involved in major decision-making processes
• Have a strong sense of ownership and are personally invested
• Continually looking for opportunities to enhance the project and its outcomes
• Lead by example where certain actions or change is needed
• Representing the project to the public or other stakeholders

Tailoring Stakeholder Engagement Strategies for Each Level

So, once you’ve identified your stakeholder engagement levels — what should you do with that insight? 

Tailoring your approach to each stakeholder group based on their needs is one of the top stakeholder engagement best practices — one that can make your consultation process more strategic, efficient, and effective. That’s why we’ve put together some specific strategies and tactics that can help you customize your communication and engagement for stakeholders at each level.

Level 1: Unaware

The most common goal for unaware stakeholders is to build awareness with the basics — this will ensure they know about the project and any opportunities to participate in it.

Strategies and tactics for this group include:

• Taking an omni-channel approach, increasing the likelihood of reaching a broader set of stakeholder groups 
• Starting with simple, clear messaging to introduce the project’s basic facts (including a USP/elevator pitch and a set of key messages)
• Using multiple communication formats to meet a variety of stakeholder needs, including videos, images, infographics, articles, printed materials, and face-to-face presentations
• Mapping your stakeholder relationships to identify influential and supportive stakeholders that can help to spread the word

Level 2: Resistant

Your goal with resistant stakeholders will nearly always be to neutralize their resistance and win their support. 

Strategies and tactics for this group include:

• Providing various feedback mechanisms to demonstrate that you’re listening to their concerns and provide a controlled and monitored outlet for any negativity and criticism
• Promote the benefits, tailoring these to individual stakeholders or groups (and what they care about) wherever possible
• Transparently communicating about the project and acknowledging issues and concerns upfront
• Communicating face-to-face with key opposing stakeholders, where possible
• Actively listening to concerns and objections
• Inviting them to participate in problem-solving
• Respectfully identifying and addressing any misconceptions with facts
• Offer choices, control, and flexibility where possible

Level 3: Neutral

The primary aim when engaging with neutral stakeholders is to ensure they don’t become resistant, while working to win their support and interest.

Strategies and tactics for this group include:

• Sharing communications that highlight project benefits, its value to them personally, and how it’s tied to future trends or organizational goals
• Seeking input to encourage interest and buy-in (including opportunities that fit their skills or interests)
• Personalizing communication to their own preferences, interests, and the role they might play
• Keeping updates short and to the point
• Providing opportunities for them to build or strengthen valuable relationships via collaboration or events
• Recognizing the efforts they put into the project

Level 4: Supportive

Typically, you’ll want to retain the support of any already supportive stakeholders, while identifying key stakeholders that may be willing and able to increase their participation.

Strategies and tactics for this group include:

• Sharing more frequent and detailed project updates and briefings
• Recognizing them for their contributions
• Delegating project responsibilities to them
• Encouraging them to get involved in decision-making processes
• Offering special learning or development opportunities that are relevant to the project
• Demonstrating how their feedback and involvement is impacting the project
• Allowing them to learn about new project developments or findings first
• Helping them broaden their network by connecting them to other stakeholders

Level 5: Leading

The goal for engaging with your leading stakeholders is to find ways to recognize their contributions and strengthen your relationship — especially if they are likely to play a role in future projects.

Strategies and tactics for this group include:

• Formalizing their role as project champions and publicly recognizing their contributions
• Personalizing project communications, prioritizing opportunities for one-on-one discussions
• Inviting them to be involved in high-level decision-making and planning
• Workshopping a relationship mapping session, then leveraging their networks to bring other key stakeholders into the project
• Providing opportunities to run events, share presentations about the project, and network with external stakeholders while representing the project or organization
• Giving them authority to make certain approvals or decisions
• Involving them in challenges that fit their expertise and skill set
• Focusing communications on the project’s long-term, strategic impact — and future opportunities that may arise

The Impact of Effective Stakeholder Engagement

Understanding your levels of stakeholder engagement isn’t just a principle of good stakeholder engagement. It’s often key to project success and growth in your organization, and something you need to consider as you develop your stakeholder engagement plan.

It can impact you from many angles, such as using your resources and time more efficiently, tailoring your engagement to stakeholders’ needs, and increasing support in a more targeted and strategic way. For example, your level 1 (unaware) stakeholders may benefit from a simpler, hands-off approach to the engagement that focuses on keeping them informed about your project. Meanwhile, you could apply more time-intensive strategies for level 3 (neutral) or level 4 (supportive) stakeholders, where they can have the greatest impact.

With a more targeted approach, you can also implement better communication practices, meet stakeholder expectations, and build strong relationships with those who are more likely to work with you long-term. For example, a one-on-one meeting with a level 5 (leading) stakeholder could deliver some serious ROI if it inspires them to champion your project to other key stakeholders.

Mastering Stakeholder Engagement for Success

Mastering your stakeholder engagement means understanding your stakeholders and engaging with them in a way that meets their needs. This includes tailoring your engagement strategy based on your stakeholders’ current position — meeting them at their level, while keeping your goals in mind. 

Looking for a tool to help you understand your stakeholders, analyze their sentiments, map their relationships, segment them into lists based on stakeholder engagement levels (and other characteristics), gather feedback, and more? 

Check out Simply Stakeholders, a stakeholder management platform that’s easy to use, built for insights, and designed for collaboration. Book a demo with our team today.

Or check out our Stakeholder Engagement Plan Quick Start Guide, then get started with our free Stakeholder Management Plan template to start building a more strategic plan you and your team will love to use.