Improvement in employee engagement scores
Increase in customer satisfaction scores (NPS)
Values rap song written and performed by a Ladbrokes' employee
Ladbrokes’ cultural transformation and move to regaining the number one spot in the betting market hinged on the creation and activation of a new, core set of values, Buzz, Bold, Team and Winners.
Ladbrokes recognised the key role that its colleagues would play in being its market and brand differentiator. In order to utilise this potential to make it a better place to bet, Ladbrokes needed to give its colleagues the freedom to think creatively and come up with stand-out shop experiences using its newly identified set of core values.
INVOLVE created a multi-channel engagement programme to help embed these values and reinforce a culture of involvement and co-creation.The programme started by driving awareness among all 16,000 employees, focusing on involving shop managers in actively shaping the new behaviours that would improve shop performance. Activities and support included:
The 'Breakthrough Zone' - a concentrated, four-week experimental phase to amplify the values in a small number of shops.
Activation Events - 3,000 shop managers put through their paces in intellectual, emotional and action-oriented challenges.
A Values Toolkit - To assist with the cascade, but also involve all colleagues in helping to drive growth across the shop network.
The programme was a huge success, exceeding all anticipated results. It was recognised by industry experts and claimed multiple awards for “Business Impact”.