Outstanding Employee Engagement Strategy


WINNER McDonald’s


FINALISTS


• Derbyshire Community Health Services (NHS)


• DHL Supply Chain • Ladbrokes • Johnson Controls Automotive (UK)


• The Co-operative Group


successful and customer-focused business. It recognised the negative publicity that sometimes surrounds the brand means staff face hostility from people outside the business, even if they enjoy their jobs. It brought in Lancaster University to prove


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a clear link between employee engagement and business growth – which it did. So McDonald’s engagement strategy was


launched, to enhance employee pride, improve brand perception, contribute to business performance and develop people. Last year it launched ‘meet our people’,


which seeks to humanise staff in uniform – and to celebrate and feature a selection of staff. It was the first campaign to receive a 100% positive or neutral reception. The company invested in the wellbeing of its staff through an online wellbeing kit, it


hrmagazine.co.uk


n a hotly contested category, fast food chain McDonald’s stood out to the judges as a company with its engagement strategy “firmly based in the business”. The chain recognised that a


highly skilled, highly motivated workforce is the keystone of a


invested £35 million in up-skilling/training for staff and launched numerous reward initiatives, including 100 free holidays and bonuses for mystery shopper awards. Through its London 2012 Olympic games


sponsorship, McDonald’s has cultivated a sense of pride among staff. As 2,000 staff will have the opportunity to be directly involved with next year’s London Olympics and volunteering, a real buzz has grown about the company. McDonald’s UK CEO Jill McDonald is


actively involved in employee engagement, driving the initiatives within the business and talking about the work taking place. McDonald’s has set out to change the


perception of its brand and each engagement decision it makes is linked to corporate goals. It reports 84.5% of staff feel valued, 83.8% feel proud to work at the chain, and 83.5% feel motivated. In turn, the UK firm saw an additional 72 million customers in 2010. Pointing out McDonalds’ ‘great’ results,


judges saw the strategy as ground-breaking in driving new things forward and believed it to be a long-term strategy for the company – not just a one-off engagement activity.


Highly Commended


Diageo The belief that the capability and energy of people can deliver unrivalled business performance lies at the heart of Diageo’s engagement strategy. Diageo has set itself the goal of being


number one on the Great Places to Work survey by 2014. The company addresses three key areas: energy; human needs; and conditions. The strategy for engagement focuses


on staff being well managed and led, informed and involved, having the opportunity to grow and be valued. Judges thought the clarity of strategy


and goals was excellent, the strategy was well implemented, engaging leaders and boosting employees’ career growth – and communicated with energy.


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July 2011 HR Excellence Awards 21


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