From client-side to the dark side, Emma joined us last year as a Lead Employee Experience Strategist. With a passion for projects which influence culture and a positive well-being change, her stance on improving the working lives of many is inspirational, and has been felt internally too. Take it away, Emma!

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“Hi, I’m Emma, and before Pink Squid I spent eight years working client-side in Internal Communications roles.

Previously heading up an Internal Comms team meant I was always supporting the design, rollout and embedding of most people related initiatives. And it's the growth in the employee experience agenda, and its relationship with both internal communications and the Employee Value Proposition (EVP), that really interests me now. 

As the mouthpiece of any business, I believe internal communication has a really important role to play as a driver and custodian of the EVP.  With that in mind, it’s great to see clients developing their EVP and Employer Brands with investment from various people functions. It’s about more than talent attraction now. 

This paves the way for connected communications across the full employee lifecycle. With representative input into the development of the EVP and providing internal teams - the likes of L&D, Internal Communications and Culture - frameworks and key messages, this delivers communication which amplifies the people proposition on an ongoing basis.  

With the commercial and customer benefits of delivering a strong employee experience gaining more recognition, these teams are essential in ensuring companies are delivering on their external promises.

A few years ago it was internal communications teams demanding a seat at the C-suite table. The pandemic changed that and in the coming year, I expect to see more companies looking more holistically at their entire employee experience, and internal communication of their offer, to reinforce their EVP and employer brand.

For me, it’s the internal projects and campaigns that really get me excited – whether that’s getting stuck into culture change, colleague advocacy or taking colleagues on a journey from apathy to engagement. As whilst it takes a lot to attract a candidate, even more needs to be done to keep them! 

A little about me

I recently asked my closest friends for three words to best describe me. Coming out on top was creative, curious and analytical. These traits come to the fore at Pink Squid as I’m always questioning to dig a little deeper into client challenges. 

I’d also say I’m pretty competitive but I try to avoid that at work! Right now, I’m hooked on the Women’s World Cup. Inspired by the Lionesses, I started playing again last summer. I have an unhealthy obsession with trainers and football shirt design and am nostalgic for the early years of the Premier League. And while employer branding is great, if I could rewind, I think I’d make a great Sports Journalist! 

My creative recommendation - Read: Designing the Beautiful Game. 

Find out how Emma and the team can help elevate your employee experience and achieve more.

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