2 entertain are a leading UK independent multimedia company, specialising in the publishing and distribution of music and video. Founded in 2004, 2 entertain has a longstanding affiliation with BBC Worldwide, and has grown to employ 210 staff at the London headquarters. In 2008 2 entertain won a Queen’s Award for Enterprise, an acknowledgement of the company’s achievements in global business.

For the last two years, 2 entertain has commissioned an annual staff survey called ‘2 engage’. An external supplier designed the survey based on a series of focus groups around the company, structuring it around 40 statements used to measure performance and engagement. This survey usually has around a 65% participation level, so is considered an excellent indicator of trends within the company.

2008’s survey identified communication and cross-departmental working as important areas for improvement. It was felt that as the company grew, people had started to work in functional silos, with communication happening up and down the management hierarchy rather than across these functions, which was not felt to be the most effective way of working.

Given that 2 entertain’s success during a period of rapid expansion had been built on flexibility, efficient communication and passion for new products and innovations, this feedback was taken very seriously.

Solution

Ward Atkinson, Learning and Development Manager at 2 entertain, set about planning a solution to achieve more effective communication. His starting point was to create a greater awareness of individual differences and then to help people apply this to influencing others. With a background in Occupational Psychology, Ward explains that he considered a psychometric approach the “obvious solution”. In particular, he was looking at how incorporating the Jungian type-based approach in his work could fulfil his objectives of communication and awareness raising.

“Amongst the instruments available, the MBTI® tool was the first choice, because it was a well established product that we felt could be trusted”, explains Ward. The positive presentation of all types of people and the resulting degree of openness encouraged by the tool were also elements that he felt to be a good fit with 2 entertain’s culture. This ‘cultural fit’ also extended to the experience of working with OPP®, which Ward also describes very positively: “I appreciated the adaptability of the consultants and the depth of knowledge they were able to impart and use. They were extremely easy to work with and willing to change their approach as our requirement emerged."

Ward and OPP’s consultants set about designing a two-tier development programme that would shake up communication across the company, from bottom to top. Specifically, this consisted of running a series of communication and influencing workshops open to all staff, followed by an executive talent-management initiative for senior managers.

Business Benefits

Ward reports that the response to the communication and influencing workshops was enthusiastic and thoughtful: “People started out with ‘light-bulb moments’ at first, showing a real willingness to communicate with colleagues in a type-aware way. They were quick to acknowledge the value of knowing about different styles, but putting this knowledge and awareness into practice was more gradual. The MBTI tool provided a framework and a practical toolkit for real behavioural changes. Some people, for example, refer to Introduction to Type before attending a meeting with someone they know has a different style and set of preferences to them.”

Employees described better communication on projects across departments as a result of the development, within a climate of tangibly greater openness: “People even subsequently started to meet up with colleagues they had attended a workshop with, socialised together and shared time with people they wouldn’t necessarily have naturally ‘gelled’ with before”, explains Ward. “The MBTI tool has allowed new projects to really hit the ground running.”

Progress will also be measured in a very concrete way once the next employee survey is conducted later this year.

For more information about using the MBTI, FIRO-B or Benchmarks instruments in your organisation for individual, team or leadership development, please contact our Sales team on +44 (0)845 603 9958 or by email at enquiry@opp.eu.com.

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