adam&eveDDB, a leading integrated communications agency, faced significant challenges in creating a supportive culture for its parent employees. Staff feedback highlighted poor experiences around parental leave and a negative bias toward working parents. Disengaged staff and inconsistent management practices left employees feeling frustrated and undervalued. adam&eveDDB sought to improve their culture, well-being, and overall employee engagement.
Challenges
Negative Staff Feedback: Employees reported poor experiences with parental leave and a negative bias against working parents.
Cultural and Well-being Improvement: The need to enhance the overall work culture and well-being of staff.
Managerial Disengagement: Managers needed to engage more with team members on parental leave, leaving the responsibility to HR, resulting in inconsistent support and frustration among employees.
Objectives
Foster Growth: Enhance employee experience and develop impactful partnerships and programs to improve engagement, increase productivity, and inspire a positive culture change.
Enhance Employee Experience: Implement strategies to attract, grow, and retain talent, focusing on improving retention rates through robust support systems and real-time feedback.
Support Well-being: Develop comprehensive support structures for employees, especially new and expecting parents, to promote holistic well-being within the organisation.
To address these challenges, we undertook a Discovery & Diagnostic process to deeply understand the current landscape for parent employees at adam&eveDDB. The process involved:
Employee Journey Mapping: Detailed analysis of existing processes and employee journeys to identify suitable resources and increase touchpoints with employees.
Parent Population Survey: Conducted a survey among the parent population and held 1:1 interviews with working parents to gather insights.
Bespoke Programme Development: Using the gathered insights, we created a customised programme for adam&eveDDB for approval.
Solution
Deliverables & Results
Comprehensive Report:
Aggregated results from the parent survey and interviews to identify key themes.
Actionable Solutions:
Provided short, medium, and long-term solutions to develop a roadmap guided by the identified themes.
Quick Wins:
Improved parent journey by creating a framework to support consistency.
Enhanced policies.
Hosted a Parental Support Event with high engagement and positive feedback.
Re-established the Parents' Network, transforming it from an extra burden to a beneficial resource.
Parental Leave Toolkit:
Developed a toolkit for parents/caregivers and managers to support employees successfully taking and returning from leave, ensuring smooth reintegration into work. The manager's resources within the toolkit guided proactive and effective support for team members.
The feedback from staff was overwhelmingly positive.
Employees felt more supported, and managers appreciated having clear guidelines and resources. The company now has a clear direction and agreed to re-run the parent survey in 12 months to measure changes in sentiment.
By implementing these strategies, adam&eveDDB successfully created a more supportive and engaging environment for working parents, improving overall employee satisfaction and retention.
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