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Do employees understand your organisation’s strategy. More importantly, do they understand what their role is and how they can make a difference?


These are among the key questions to be tackled at the IoIC North event, Better Connected, in Manchester on June 16.

‘How to better connect your people to your strategy and purpose’ will be led by Paul Diggins (pictured), head of IC, brand and engagement at Direct Line Group and Pauline Prow, chief people officer at Monarch Airlines Group.

The session will cover several key areas:

  • Helping employees understand their role and how what they do makes a difference
  • How the role of people managers connecting employees with what they do day in day out is critical
  • How a meaningful strategic narrative can do that – by creating something memorable that’s easy to comprehend and work with, and
  • How storytelling plays a part in that.

Paul will base his tips on his experience at Direct Line Group (DLG) where his team had to take a strategy developed by the company’s executive committee and bring it to life for 11,000 people.

DLG had separated from RBS and become a stand-alone company and spent two years establishing itself. The next challenge was to roll out a strategy for the next three to five years.

“We did that last year by investing in 600 people managers and making sure they understood it in detail and were clear of their role in making it live,” he explains. “We provided an experience event unlike anything we’d ever done before.

“We had to shift perceptions, go beyond the standard cascade by helping people interact with the content and understand it in great detail and take it back to their people.”

Direct Line employees are based all around the UK and job roles vary from call centre agents to car mechanics and actuaries to HR and finance.

“We have people working at home, working remotely, working at accident repair centres and sitting on phones all day – and they all need to understand their part of the strategy,” explains Paul.

“It needed to feel very different from anything the company had done before.

We’d been focusing on setting up the new group and now we needed to establish the new strategy and be really clear about getting people all pulling in the same direction.”

Paul will reveal details of how this was achieved at Better Connected.

Nine speakers in one day


Better Connected is a one-day event in MediaCity in Salford on Thursday June 16.

It will be hosted by the resurgent IoIC North group with the aim of giving delegates an opportunity to learn new ideas, share experiences and connect with like-minded professionals.

Subjects to be covered include:

  • Connecting your people to new brand positioning
  • Connecting your comms with performance
  • Connecting your people with social media and digital, and
  • A final session on how better to connect IoIC North as a group.

Speakers have been lined up from organisations including Best Western Hotels, Well (formerly Co-op Pharmacy), IC recruiters VMA and Northumbrian Water Group, as well as leading consultants.

Download the full event programme here

For more information or to book your place, click here
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