Bringing everyday values to a diverse workforce

Client: The Jockey Club Services: Animation, Brand, Campaign, Copywriting, Design, Film, Strategy

The Jockey Club needed a programme to engage employees in its values and behaviours and embed them across the organisation over the long term.

The Jockey Club is the UK’s largest commercial horse racing organisation – it owns and runs 15 racecourses, the National Stud, a property and land management company and the Racing Welfare charity.

With such diverse concerns and employees with a wide range of very different roles, The Jockey Club has prioritised developing a strong people culture, beginning by defining its core values – One Team, Passion and Pride and Participation and Inclusion – underpinned by a set of core behaviours.

Our challenge was to create and launch a programme to engage all employees with these values and behaviours, articulating what they mean to different internal audiences and designing the look of the campaign. An important objective was to create a programme strategy to embed The Jockey Club values over the long term.

Disruptive engagement
A series of structured workshops were used to identify the barriers to and opportunities for engaging with employees, including reaching out to staff working remotely because of Covid-19.

The engagement programme we created as a result of the workshops is a celebration of employees’ day-to-day efforts to stage amazing events and provide the highest quality services, under an overarching campaign theme of: It’s our Everyday.

Working within The Jockey Club’s existing brand guidelines, we created a visual approach that is quietly disruptive and very different to the organisation’s exclusive customer-facing style. Post-it note messages and selfies, gathered from employees, are central to this, helping to bring to life real stories of how the values and behaviours impact on employees’ everyday work.

The project encompassed an animation, a fly-on-the-wall day-in-the-life film and a range of other promotional assets, both online and in print, to launch the engagement programme. These assets can also now be used as part of the onboarding of new staff. We also worked with The Jockey Club team to develop workshop tools to help managers have ongoing conversations with their teams about The Jockey Club’s values and behaviours.

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