Project Types: Employee Research
Client: Betfair
Betfair had enjoyed fast growth, but having gone beyond being a small company where everything can happen by osmosis or through example, it needed to establish a structure and to articulate preferred behaviours that all employees could buy into.
Hence, the company developed a corporate vision and a value set to guide future growth and influence the realisation of departmental objectives. Our task was to test the relevance of this material amongst a range of audiences.
Time was not on our side for this exercise – but the enthusiasm we shared with the client was a great help, so within the week we had organised, moderated and reported on three focus groups of Betfair employees, pulling together people from various locations and functions to participate. The initial focus groups served to emphasise the value of the exercise – they also showed that we were still missing the input of some significant audiences, so we organised two additional groups for the following week and rolled all the findings into the final report.
The exercise enabled us to establish precisely how different groups of employees felt about working for the organisation – and the degree to which they engaged with it. Their understanding and appreciation of the business goals, the objectives, the vision and values – and the degree to which they could support those were all clear to see. We were also able to draw reliable conclusions on the appropriate internal communications channels and methods to secure optimum cascade of the vision and values and all related messages.