ALONGSIDE THE LAUNCH OF THEIR NEW THREE-YEAR STRATEGY, THE GENERAL MEDICAL COUNCIL (GMC) NEEDED TO DRIVE GREATER ENGAGEMENT AND CONTRIBUTION ACROSS ITS 1,200 EMPLOYEES.
Following a recent relocation, from London to Manchester, the leadership team wanted to rebuild a sense of connection and understanding of GMC’s future goals and ambitions. Colleagues would need to play a critical part in achieving these goals.
GMC approached Morgan to support with this process and we started by clarifying some long-term, realistic goals and articulations of what would be different if these were achieved.
GOAL: “Employees to understand the strategy, role they play and why they should care.”
BEHAVIOURS: “More proactive and a greater desire to contribute”, “actively participate in, and value, collaborative behaviour.”
We used these objectives to craft the One GMC campaign. A three-year programme with solidarity and togetherness at its heart, and based around the Morgan concept of extended line of sight. This goes beyond the normal idea of showing people their part in the strategy, to connect them to purpose and the ‘impact their organisation makes in the world’.
The ONE GMC campaign
At the core of the One GMC campaign was our One Big Picture visual. This explicitly showed the interwoven nature of every employee, the values of the organisation, the strategy (and its goals) and the greater good GMC sought to achieve in the world. To support and embed this we designed a programme of activity to raise awareness and spark conversation around this concept.
This took the form of a visual campaign including banners, posters, digital assets and an animation to support deeper engagement work such as:
• Senior leadership workshops
• Line manager preparation
• Team discussion sessions
• Team commitment making (and crucially review).