As part of our work with Mitchells & Butlers providing their Internal Communications team with an interim consultancy service, we were tasked with supporting the launch communication of its newly created employee brand – the People Promise.
An employer brand or employee value proposition defines what an employer expects from its employees and what it provides in return. Mitchells & Butlers generated their People Promise as part of their wider HR strategy and as a tool to engage its employees, as well as attract and retain top talent.
The People Promise is an explanation of what is unique and special about Mitchells & Butlers’ offering as an employer, based on feedback and insights from their people about what they value the most.
Our approach was to support the recruitment team with holding immersive sessions for colleagues to bring the Promise to life. Employees were invited through a personalised email invitation to increase engagement and impact. The sessions were succinct but targeted to drive maximise benefit – hosting both line managers and support centre employees to ensure the message was shared across all levels of the business. The format included an informal briefing session along with opportunities for those attending to provide comments, suggestions and feedback.
Reacting to feedback in the room we developed follow up communications to reinforce the key messages. Additional sessions are planned for the autumn to continue to build awareness and maintain the People Promise as front of mind for employees.
By creating a clear set of key messages and explaining the People Promise in an informal presentation environment, employees felt empowered to ask questions and actively engage with the initiative. Our targeted invitation approached lead to positive feedback from the approximately 100 employees who attended and we have used this momentum as a platform to continue to introduce the People Promise messages into ongoing internal communications content and reinforce what matters most to the Mitchells & Butlers workforce.