Develop an Internal Communications strategy to engage the British Red Cross’ diverse and complex workforce of 4,300 employees and 19,600 volunteers.
After interviewing and surveying 850 British Red Cross employees and volunteers we identified what the barriers to engagement were and developed a three pillar strategy to tackle these: Connect, Collaborate and Care. Under these, we used behavioural insight to segment the workforce and target communications, introduced new face to face-to-face engagement techniques and provided training and resources to senior leaders to help them engage their teams.
We significantly increased staff engagement at the British Red Cross: a year into the new strategy, and engagement rates are at an all-time high (81% employees and 86% volunteers). But the strategy has not just delivered employee engagement, it has driven organisational success too. In 2019 a record 1,800 employees and volunteers signed up to shake tins for Red Cross Week. They raised £163,000 through their tins alone (up 43% on 2019), contributing to a 19% increase in the total raised (£598,000) and showing why it (literally) pays to wholeheartedly engage your staff.