Judges were universal in their praise for media agency ZenithOptimedia's transformative approach to talent.

Operating in the creative arena of media services, ZenithOptimedia recognises that everyone has a role in finding and developing talent. Staff act as talent scouts, handing out 'We think you've got talent' postcards to people in their network, which has already saved the agency £50,000 in recruitment fees.

Staff also deliver masterclasses, 'Power Hours', and workshops to their colleagues, and are challenged to make their talent count by participating in community projects.

An overarching training plan involves dedicated advisors recommending training opportunities. This is backed up by an online forum, where previous trainees can leave their feedback for others to read.

In its first 12 months the strategy has delivered three times more training than in previous years, while the intention is to make internal promotions, rather than new hires, the norm. Last year, 23% of the agency's staff were promoted. Where no job is vacant, staff can register for a 'Talent Move', which challenges the board to make an opportunity available to them.

Judges thought ZenithOptimedia's appraisal system, and a 'Talent Hub' for external candidates to register for potential jobs (it has more than 1,000 undergraduates and 200 in-media professionals signed up) went beyond the call of duty. In its 2008 staff survey, 75% of workers agreed the firm 'recruits more than its fair share of talent'.

Judges' comments

"This was truly unique, standing way out for its fresh approach. I loved the way staff could challenge the organisation to give them a bigger role," said one of the judges.

FINALISTS

Barratt Developments - Best talent management strategy

McDonald's Restaurants - Women's leadership development programme

Solaglas Windowcare - Developing tomorrow's managers

- Sponsored by Cedar Talent Management