Developing an employee engagement and communications strategy

The Challenge

A global radiology firm wanted to develop an employee engagement program to drive retention and acquisition of staff amongst a highly-disengaged audience. Research was required to explore the core motivations and needs of current and prospective employees, to inform an Employee Value Proposition (EVP) and communications strategy.

Multi-lens Approach

We designed a qualitative research study that captured the broadest scope of current and prospective employees across several variables, including industry experience, specialism, and attitudes to the organisation.

The research identified the rational and emotional drivers for employees in the industry. We uncovered fresh insights about the mindsets and key requirements of this audience, including a renewed understanding of the importance they place on ‘excellence’ and ‘aspirational employment’.

Action

The outputs from the study fed directly into the development of the EVP. The findings were leveraged extensively by the client and their creative agency partners to inform strategic direction and communication priorities. Furthermore, the insights became embedded in the organisation’s employment vision, values and principles, and has helped them to more effectively engage with current and potential employees.