Building an inclusive workplace culture

CHALLENGE
IAG Cargo's Organisational Health Index (OHI) revealed a gap in frontline engagement, indicating a lack of cohesive belonging and connection to the brand. To address this, a long-term program aimed at fostering inclusivity and belonging was needed.

OBJECTIVES
• Empower all employees to feel seen, safe, and understood.
• Spark conversations on D&I for lasting change and stronger employee connection.

STRATEGY
To create a meaningful shift in culture, the strategy centred on engaging all audiences within the organisation, whether operational or office based. We needed to show how it was ‘Great to be’ at IAG Cargo for all.

IMPLEMENTATION
An initial launch, accompanied by video, posters, emails, and other assets, featuring real people of IAG Cargo, kicked off the campaign. Managers received support materials, including guides and top tips, accessible through the intranet. Roundtable events were organised to guide on initiating 'Great Conversations' around D&I. Employees gained access to a 'Great Conversations' chatroom to share stories, ask questions, and discuss D&I topics with colleagues. The campaign's impact extended beyond the launch by aligning with key calendar events, including Black History Month, Men’s Health Month, International Women’s Day, and Pride, which were supported by leadership team sponsors who openly shared their experiences to inspire active participation among colleagues. Bringing celebration and ongoing education around diversity into the everyday culture encouraged curiosity and reflection on their colleagues’ cultures and experiences.

RESULTS
‘Great to Be’ has shown IAG Cargo’s commitment to creating a culture where all can belong – no matter your background, your beliefs, your interests, or your experiences.

‘Great to Be’ not only answered the need for a launchpad to unify its workforce, it also encouraged conversations around D&I topics. Campaign engagement has been higher than average, with email open rates on ‘Great to Be’ content 66% higher than other business communications. The International Women’s Day campaign resulted in a 400% increase in intranet views from the previous year.

Six months post-launch, the OHI Survey revealed significant increases in employees reporting a ‘sense of belonging’ (12%) and feeling ‘truly valued’ (13%).