Northern Rail is a complex rail franchise formed in December 2004. It operates 2,600 trains a day, more than any other train operator, and manages 471 stations - 20% of the national rail network. It has 4,600 employees and its clear vision for communication is to be "recognised as the UK business leader in the effectiveness, quality and range of its internal communications".
It measures success through discernible improvements to internal communications processes. The strategy has nine themes, including relevance and creating a centre of communication excellence. Among the strategies admired was 'Tell Heidi' - a channel where employees send rumours they have heard to the managing director Heidi Mottram. This was developed after discovering that rumours were part of everyday life but a barrier to effective communication, potentially destroying morale. Heidi responds to each rumour through a monthly newsletter or replies personally. The company took the concept on the road with 'Tell Heidi' Live, involving Mottram or the engineering director in drop-in Q&A sessions. As well as giving people an outlet to discuss issues, they have also used it to mention ideas, resulting in improvements in business performance.
The 2007 employee survey achieved an 85% increase in response, while the measure 'being kept up to date with regular information and news' rose from 59% to 82%.
Judges' comments
Judges agreed the firm had revolutionised communication in an industry where it is typically top down. "A strategic approach with a human face and a good way of capturing what was on the grapevine," they said.
HIGHLY COMMENDED - Cambridgeshire County Council
Last year Cambridgeshire County Council retained Investors in People accreditation for a further three years, having originally been awarded it in 2005. However, employees had switched off to IIP, the term meant little to them. So the council decided to develop an internal communications campaign - Engaging Employees With Investors in People - to bring the values alive. Cartoon dog Vestor was created to convey an enthusiastic approach to learning. Judges liked the creative approach and felt the campaign was thorough and had "mission creep".
FINALISTS
Action for Children - From NCH to Action for Children: engaging our internal audiences in our rebrand
BAE Systems - Integrated working teams
