Inclusion and belonging at baxterstorey.
Mindboost support BaxterStorey with their ambition to set the standard for having the most inclusive culture in hospitality
BaxterStorey is a pioneering force in the world of catering and hospitality, and they’re on mission ‘to set the standard and be recognised for having the most inclusive culture in hospitality.’
To make BaxterStorey a more diverse, equitable and inclusive place, they have a far-reaching goal that sees ED&I permeate BaxterStorey’s culture through strategy, training and behaviour.
the challenge
Unlike some of the more ‘old school’ digital learning in the ED&I space, BaxterStorey aren’t interested in regurgitating policies of legal statements. They want to shift attitudes and change behaviour. They want to go beyond legal definitions and make a real difference to the lives of their people.
This was music to our ears at Mindboost. We knew we had to go beyond delivering a theoretical understanding, and to create a feeling, encouraging learners to “think it, be it, do it” – to reflect on their experience and how they can impact the memorable experiences of others.
the solution
Mindboost and BaxterStorey collaborated to create a suite of digital learning modules on ED&I topics. The modules were short, mobile-friendly and eye-catching. The first was an introduction to the subject and the proceeding modules focussed more deeply on specific elements of ED&I, including disability, race and relationship status.
Simplify the message
As in many organisations, ED&I can be perceived as complicated and overwhelming at BaxterStorey. People were worried about saying the wrong thing. Some felt changes in language and expectation to be ‘over the top’, or ‘woke’.
Dealing with a charged topic like this, our first step was to simplify the message. Removing any inflammatory language, preachiness of tone or fear mongering, we prompted learners to ask themselves one question:
“How can I make everyone feel welcome, celebrated, accepted?”
From this simple question, the genuine authenticity of BaxterStorey’s ambition to create an inclusive culture shines through. It’s not about “being politically correct” for the sake of it, or sticking to policies “because we said so.” It’s a positive, honest, authentic aim to create a workspace that feels inclusive. The tone of the learning experience exemplifies this. The messaging and visual ideas that follow keep to this clear, positive, simplistic feel with the aim to create space for learners to reflect and evolve their ideas. Keeping it simple means telling learners what’s expected of them. Through the experience, learners interact with small, simple inclusive behaviours that they can put into practice.
Create a feeling
With the aim to create a learning experience that goes “beyond the definitions” and reduces people’s fears around ED&I initiatives, we focus on the feelings BaxterStorey wanted their people to walk away with rather than the knowledge they need:
- I feel safe to be me.
- I feel like I belong.
- My voice is heard, I am listened to.
- I have a desire to make change and be the change.
- I have the confidence to speak up and challenge others.
To ilicit these feelings, we stay away from messaging that feels preachy or lecture-like. To connect with learners, we use a food metaphor to set ED&I in a familiar context for BaxterStorey people. BaxterStorey deliver a huge variety of menus and food in many locations, taking influence from all over the world. Without diversity, the food served would be limited and repetitive. In the same way, if team members think, act, speak in a homogenous way at work, they’re not going to see the benefits of a diverse, inclusive and equitable work environment.
Make it happen
To deliver real impact, learning has to translate from an on-screen experience to a ‘real world’ one. BaxterStorey’s ambition to shift attitudes and change behaviour has to be felt day-to-day in order to make a cultural change.
To help learners understand their role in ED&I and take small, tangible steps to creating a diverse, inclusive and equitable culture, the learning modules present a selection of ‘real world’ behaviours and encourage learners to put them into practice. By framing these actions as ‘Do One Thing’, those who are overwhelmed by the subject are reassured.
Learners also have access to a personal diary, where they’re encouraged to reflect and note down their pledges to action.
the impact
With this training, BaxterStorey have taken a giant leap toward their goal of creating the most inclusive culture in hospitality. They have set the tone for their approach, created a feeling and provided the knowledge people need to start making the little changes needed to create an inclusive workplace.
They had an amazing response to the learning straight away, not only from new team members but current team members who wanted to access the learning because they heard the buzz around it.
