We delivered a 12% increase, in six months, in small businesses likely to take action on employee engagement
The challenge:
We were asked to help BIS raise awareness of what employee engagement is and why it matters - particularly among SMEs - and to develop a practical set of guidance that would help employers put principles into practice
Our response:
Our campaign built presence and profile across a broad range of 'touchpoints' for each audience: the channels/media we know SMEs, in particular, use and trust. This involved working with:
- Stakeholder groups, such as representative bodies and trade associations
- National, trade, online and regional media
- Digital channels and mechanisms
- Events/platforms for campaign spokespeople
We also ran a series of workshops to gain practical ideas from employers and practitoners. We used these to develop written guidance, case studies and filmed testimony from business leaders. The package of guidance can be found at: www.businesslink.gov.uk/employeeengagement
Results:
Outputs included over 150 pieces of media coverage (with 85% carrying the key campaign message) and the involvement of over 80 stakeholders.
Tracking research revealed the number of SMEs likely/very likely to take action on employee engagement had risen by 12% within six months. The number of SMEs aware of employee engagement had risen by 8% and those treating it as a high/very high priority had risen by 14%
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