EXCLUSIVE
Sponsors of the London Olympics are planning to boost employee engagement as part of their investment. The ground-breaking move has been pioneered by Olympic Gold Medal winner Adrian Moorhouse, who now runs the coaching and consultancy business Lane4.
In an interview with the Human Capital Forum, Mr Moorhouse said: ‘We are working quite a number of the sponsors [of London 2012]. It’s proving very successful for us and for them. What we’re doing is helping them with their employee strategy. We’re putting the learning and development people in with the marketing people.’
Given the business improvements that can be achieved with more engaged staff, the potential for sponsors to secure a huge return on their Olympic sponsorship is considerable, Mr Moorhouse argues.
A key part of London’s successful bid for the 2012 games was the promise of a ‘legacy’. One dimension of this ought to be a legacy of higher-performing employers and better workplaces for staff, Mr Moorhouse added.
‘We are at the beginning of a four-year journey – thinking about their [the sponsors’] plans to drive employee engagement. It is exciting, and it’s about legacy … to create a different employee learning and development experience.’
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