Taking steps to build an inclusive workplace culture at IAG Cargo
As the air cargo industry experienced a period of rapid growth, IAG Cargo recognised the need to work on its internal culture.
Despite refreshing their brand mission, vision and values, employee engagement and pride remained low. Organisational Health Index (OHI) results highlighted a gap in reaching the frontline and there was concern that this fragmented workforce was lacking a cohesive sense of belonging and connection to the IAG Cargo brand.
As an international company present across over 80 countries – inclusivity wasn’t felt across its global workforce. This was only exacerbated by some of the workforce contracted by the airlines directly, not the IAG Cargo brand, which presented a further barrier to inclusivity.
A critical need for
a new approach took flight
There was clearly a need for a new approach to engagement, recognition and retention.
But what does building an inclusive workplace culture mean for the IAG Cargo brand? As a business that values its people, they understood that they needed everyone to feel seen and heard. Employees needed to understand how their diverse nature makes them stronger. And how by embracing their uniqueness, they’d be stronger, happier, and more engaged.
Helping IAG Cargo start the conversation.
IAG Cargo needed help to define an internal communications strategy and long-standing campaign that both encouraged and equipped their workforce to start having conversations around an important part of workplace culture, diversity and inclusion.
But how do you open up the dialogue and start meaningful conversations amongst a workforce that is feeling unconnected?
We introduced ‘Great to Be’ – a programme that aimed to bridge the gap in employee engagement by enabling all employees, irrespective of their background or role to feel seen and understood. An initial launch brought diversity and inclusion into the everyday conversation through video, posters, emails, and other assets, all featuring real people of IAG Cargo.
However, IAG Cargo recognised that this was the start of their journey, so also focused on addressing the fundamentals and equipping employees with the necessary tools and encouragement to initiate conversation on diversity and inclusion. Managers received support materials like guides and top tips through the intranet, complemented by roundtable events to guide them on initiating ‘Great Conversations’ on D&I. Employees gained access to a dedicated ‘Great Conversations’ chatroom – a place where discussion, sharing stories and asking questions is actively welcomed.
But this was just the beginning.
Being mindful of the challenges of largely dispersed, operational workforce and that culture change wouldn’t happen overnight, ‘Great to Be’ initially focused on raising awareness and started conversations on topics through key awareness days and events. But it needed to go further than this.
Beyond the launch, the campaign strategically aligned with key calendar events including Black History Month, Men’s Health Month, International Women’s Day and Pride, fostering continuous awareness and conversations around D&I topics. Leadership sponsors played a pivotal role in championing these events, sharing their experiences to foster an open workplace culture, and encouraging active employee participation.
Culture change isn’t a linear journey.
“Great to be” has become IAG Cargo’s commitment to creating an inclusive workplace. The campaign has laid the foundations, but the second year of the programme extends beyond awareness. Through training, education and ongoing workforce engagement, the programme is going beyond communication to create a workplace culture that celebrates diversity, empowering employees to be their best and be themselves.
Making a meaningful difference
Over the first six months of the campaign, we saw a significant shift in OHI metrics, with a notable 12% increase in employees reporting a sense of belonging and a 13% increase in employees feeling ‘truly valued’. In addition, other metrics include increased engagement rates across ‘Great to be’ content, showing the positive impact that a continued focus on DEI topics is having on IAG Cargo employees.
To make a meaningful difference on your next project, get in touch.
