Reaffirming values after a period of change

Background

When the pandemic arrived in the UK, in a very short space of time people working in hospitals and care settings had to deviate from familiar practices and follow new ways of delivering care under extremely challenging circumstances.

As the country emerged from the pandemic, many organisations felt that after working in crisis mode for so long they needed to reaffirm their purpose.

The brief

As restrictions lifted, we were approached by the chief executive of a charitable hospital who felt it was time to press the ‘reset’ button and bring people back on board with the hospital’s values.

What we did

We held a number of workshops with staff from across the organisation and used archetypes as a tool for exploring the organisation’s personality and how it affected relationships with others.

Essential PR & Marketing facilitated the workshops and analysed the stories to identify common threads. We were able to conclude that was evidence to show there was one dominant archetype which frequently showed itself in people’s behaviours and actions.

Highlights

• The findings were shared with the chief executive who was able to consider whether the dominant archetype reflected the hospital’s values.
• The archetype provided an opportunity to iron out brand inconsistencies.
• Identifying the archetype gave the organisation a compass to guide and help align behaviours and policies.
• This is a creative exercise which is accessible to everybody because there is no right or wrong answer. Stories are based on people’s experiences.

Testimonial

“I don’t usually enjoy things like this, but I really enjoyed this exercise.” Participant