IPA unveils report on promoting employee wellbeing
The Institute of Practitioners in Advertising (IPA) has recently launched a comprehensive report entitled "Game-changing ideas for people’s wellbeing." This initiative is rooted in the People First agenda established by IPA President Josh Krichefski. The report serves to highlight ten core principles adopted by over 100 companies that have achieved the IPA People First Promise badge of honour, signifying their commitment to prioritising the mental health and wellbeing of their employees.
The ten principles outlined in the report encompass a broad range of supportive measures aimed at fostering a healthy workplace environment. The first principle focuses on mental health support, with organisations encouraged to implement employee assistance programmes (EAPs), appoint mental health first aiders, and utilise platforms such as Self Space and Spill to provide therapy sessions and resources for mental wellbeing.
Physical wellbeing initiatives represent another core focus, motivating companies to provide free or discounted gym memberships, organise fitness classes, and promote activities like walking meetings and sports teams to encourage a more active lifestyle among employees.
Inclusive workplace policies also feature prominently, as companies are advised to adopt measures that cater to diverse employee needs, including flexible working arrangements, support for menopause and menstruation, as well as family-friendly policies. This includes the establishment of employee resource groups (ERGs) that can offer networking opportunities and support for individuals from various backgrounds.
Continuous professional development (CPD) is another critical aspect, comprising tailored training programmes, certifications, and workshops designed to fit various career levels and roles. Regular employee engagement surveys and feedback mechanisms are encouraged to help monitor workplace wellbeing and facilitate necessary adjustments within organisations.
Flexible working and leave policies are advised as standard practices, which can enhance work-life balance by offering flexible working arrangements, enhanced parental leave, and additional options such as sabbaticals and wellbeing days. Furthermore, support for parents and carers is emphasised, with recommendations for flexible hours and dedicated support groups to assist those with family responsibilities.
Financial wellbeing initiatives also play a role, entailing the provision of financial advice sessions and budgeting tools to help employees manage financial stress effectively. Companies are also encouraged to foster a positive and inclusive culture by organising social events, celebrating diversity, and ensuring open lines of communication within the organisation.
The report is complemented by detailed case studies from 13 agencies and media ownership groups, illustrating their specific internal policies, initiatives, and the benefits of these approaches for both employees and the organisations themselves.
Josh Krichefski, CEO of GroupM EMEA and IPA President, remarked on the significance of the publication: “This guide not only celebrates the great work that companies are doing with regard to their people’s mental health and wellbeing, but crucially it provides a useful checklist or starter for those companies who are not as far down the journey and for whom this could provide new and fresh ideas to help them and their people. I am so proud of the 109 companies who have acquired their People First Promise badge of honour and also incredibly grateful to those that have shared their initiatives for others to learn from. In doing so they are enhancing the working lives of everyone in the industry.”
IPA Director of Diversity, Leila Siddiqi, has also contributed insights highlighting the importance of building a more inclusive and supportive workplace culture. The launch of this report comes at a time when organisations face increasing pressure to address mental health and wellbeing, making the guidance provided within the report particularly timely and relevant for businesses aiming to enhance their workplace environments.