Understanding Stakeholder Engagement Levels

Discover what the stakeholder engagement levels are and what they mean for your project or engagement. Learn the different characteristics and strategies that apply to each level for more effective stakeholder management.

Group of people standing together in discussion in a foyer with a set of stairs in the foreground.

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

Infographic showing the five levels of stakeholder engagement, including unaware, resistant, neutral, supportive, and leading.

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

Infographic showing potential strategies that should be used with stakeholders based on their level of engagement.

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.