Gratterpalm uses HR as a strategic tool for growth

Abstract

PurposeThe aim of this case study is to show how HR can help an organization meet its business goals. Investing strategically in HR can result in cost savings, enhanced productivity and improved customer service.Design/methodology/approachThe case study feature follows the development of HR at a retail marketing agency in the UK and its five‐year journey from being non‐existent to becoming a fully functioning department with a strategic positioning on the board of directors.FindingsWith a team of 70 people, changing employee legislation and large corporate accounts, five years ago the organization was at risk as it had no HR function in place. Also, operating in the creative industry where high employee turnover rates, burnout and job dissatisfaction are common issues, it was missing out on using its human resources and strong culture to gain a competitive advantage and facilitate growth.Originality/valuePutting in place an HR strategy requires buy‐in from the senior management team, and introducing HR for the first time is made easier by involving employees and management early in the process. In this case, an employee survey, supported by a strong communications program, proved to be a key tool in highlighting the issues that needed to be addressed by the new HR function and in providing an ongoing tool for continuous improvement and engagement with employees. Involving clients and taking into account the needs of external stakeholders further boosts the effectiveness of people policies.