Case study: Serving up the perfect internal comms recipe

Brookwood Partnership reveals successful internal comms mix

May 5, 2015

Internal communication for independent school catering specialists Brookwood Partnership is a challenge.

With 1,100 employees spread over 158 UK sites, successfully engaging its staff is no mean feat.

But a focused approach towards IC has paid dividends, resulting in the company landing second place in The Sunday Times Best Companies To Work For awards.

Managing partner Sue Parfett says the business, which serves up 60,000 school meals every week day, opted to follow the ‘John Lewis Partnership approach’ towards engagement – sharing the journey with employees and involving colleagues in the organisation’s successes.

And it has worked.

The key? A robust and diverse internal comms mix providing a true sense of belonging for every colleague.

Sue told PR Week: “It means that communication is our greatest challenge and our greatest opportunity.

“To maintain what Brookwood stands for, we need to keep channels of communication strong so that our messages and philosophy are not diluted.”

So what channels make up Brookwood’s successful IC recipe?

Traditional face-to-face comms – so often forgotten in today’s digitally focused world – provides a fundamental element to Brookwood’s communication strategy.

But with such a dispersed workforce, it has not been feasible to rely on only one channel.

The business uses an intranet named ‘B On-Line’. Based in the cloud, the site provides updates on business performance as well as training manuals and employee newsletters.

This is supplemented by a dedicated web-based TV channel – BTV – providing coverage of new business concepts and invaluable ‘how to’ video clips.

Sue added: “We have developed multiple strategies to ensure people are communicated with.”

To read the full article, visit PR Week here…