GLL, the UK’s largest operator of public leisure and library facilities, has a rich history and a dynamic present.
This charitable social enterprise and employee-owned cooperative operates 375 leisure, library, and children’s centres nationwide. Founded in Greenwich in 1993, GLL’s mission is to improve the physical, mental, and social well-being of local communities
Despite numerous global business challenges, GLL has achieved the Investors in People (IIP) We invest in people Gold accreditation, marking a significant milestone in its journey. This article explores GLL’s journey towards this achievement, highlighting the strategies, challenges, and benefits of their focus on people.
Background
GLL stands out for its commitment to social value and community impact. As a not-for-profit organization, GLL reinvests its surplus back into the business, delivering £445 million of social value through various community programs and initiatives. Employing 11,500 people, GLL’s workforce represents 0.2% of UK businesses by workforce size, emphasizing its significant role in the employment sector.
The Importance of People in GLL's Strategy
GLL’s focus on its people is paramount. As the organization emerged from the pandemic, it recognized the need for a renewed sense of purpose among its workforce. The new Corporate Plan, “Creating Our Future,” updated GLL’s values and clarified its business goals, ensuring that every employee understood their contribution to the organization’s success. Those values are:
- Being the Partner of Choice
- Customers & Communities at our Heart
- Tackling Health Inequalities
- Respecting the Planet
- A Better Way of Doing Business.
- More than a job
These values not only underpin GLL’s purpose but also differentiate it from other organizations.
With a diverse workforce ranging from nursery and library assistants to fitness instructors, GLL ensures that all employees align with its values and see the impact of their roles. The emphasis on training, development, and career progression opportunities supports employees in being their best and happiest at work, aligning with GLL’s “More than a Job” value.
Strategies for Improvement
During the pandemic, GLL rethought its operations, introducing a new digital system for customers and multi-skilling staff to improve operational agility. They established a customer service centre and knowledge hub, transforming front-of-house staff into concierge staff who advocate for customers, provide digital support, and offer health guidance.
Leadership visibility increased, and engagement activities soared, with membership levels and participation reaching an all-time high in 2023. Transparent communication became a priority, with regular updates and personal connections fostering a strong psychological contract between staff and the organization.
GLL also focused on the core skills needed by managers and leaders, encapsulated in the 4Is of leadership: Improving, Inspiring, Including, and Imagination. As a Real Living Wage employer since 2022, GLL’s commitment to fair pay was evident in the increased satisfaction levels in their 2023 We invest in people assessment.
Challenges Faced
Operating on behalf of 60+ local authority partners and regional government organisations, GLL adapts its approach based on local business maturity, partnership timelines, and other factors. Alongside unprecedented business challenges of the pandemic and global fuel prices they must navigate various people challenges, such as change projects, facility openings and closings, and skills gaps. New managers often lack familiarity with IIP, necessitating the creation of IIP communities to discuss the framework and share good practices.
The geographical spread and size of GLL add to the logistical complexity of IIP assessments. However, with the support of external assessors and a dedicated team of internal assessors, GLL managed to navigate these challenges successfully.
Benefits of IIP Accreditation
Achieving the Gold standard for We invest in people has provided numerous benefits for GLL.
Working with the IIP framework offers a benchmark for reviewing and improving people practices. GLL’s active community of IIP managers and champions helps maintain momentum for continuous improvement. The Gold standard requires local responsibility and daily practice of good principles, fostering ownership and accountability among managers.
Feedback from IIP assessments has guided GLL in focusing on key areas of improvement, leading to significant increases in survey scores. The IIP Gold accreditation also gives GLL a unique selling proposition and a competitive edge when pursuing new business opportunities.
GLL’s extensive Learning & Development (L&D) offer includes work experience, free qualification courses, apprenticeships, and talent schemes. With 177 apprentices across various levels, GLL leverages the apprenticeship levy to support workforce skills, earning recognition as a finalist for the UK Active Award Educator of the Year in 2023.
Impact on Organizational Culture and Performance
GLL’s focus on people has had a profound impact on the organization. Post-pandemic, the agility and dedication of the workforce contributed to a strong business bounce back, enabling the introduction of the Real Living Wage and reinvestment in L&D. Data-driven approaches have led to improvements in key people indicators, such as reduced vacancy rates and turnover, increased learning activity, and higher engagement scores.
The connection between people KPIs and business performance is evident, with GLL securing new partnerships and continuing to grow. Achieving IIP Gold for the first time in 2023 was a significant milestone, underscoring GLL’s credentials as a good employer.
Embedding a Positive Culture with IIP
GLL’s long-term association with IIP, holding the award since 1996 and achieving We invest in people Silver in 2016 and 2019, set the stage for a cultural transformation. Integrating IIP principles into daily operations, rather than viewing them as an additional task, catalyzed this change. The dramatic improvement in survey scores and the positive reception of the We invest in people Gold announcement highlight the culture shift within GLL.
Building a community of skilled people champions and aligning good leadership with business success has strengthened GLL’s organizational culture. The IIP framework is now an integral part of GLL’s identity, fostering a sense of pride and achievement among employees.
“Gold standard means that we are independently acknowledged as a good employer – one that excels in creating an organisational culture that provides a clear vision for the future, values and develops our people and creates high degrees of trust”
Recommendation for Prospective IIP Clients
For other organizations considering IIP accreditation, GLL’s journey offers valuable insights. The IIP framework supports better people management, continuous improvement, and alignment with organizational values. As an international and respected standard, IIP accreditation enhances credibility with partners and opens networks of like-minded organizations for sharing good practices.
“IIP has played a crucial role in GLL’s development in helping us drive our ambition of becoming the best social enterprise in the UK and laying the foundation for our goal of creating a 100-year company. For any organization looking to enhance its people practices and foster a positive, high-performing culture, partnering with Investors in People is a highly recommended step”
Practitioner Insights
Matthew Filbee, the Investors in People practitioner for GLL, praises their unwavering commitment to prioritizing its people, a practice that culminated in achieving the Investors in People Gold accreditation. He highlights the significant rise in engagement scores post-Covid, a testament to the leadership’s transparency and steadfast support during challenging times. This approach fostered a deep trust in leadership’s commitment to people-focused decisions.
Matthew also notes the beneficial effects of multiskilling staff, which has enriched job roles and increased employee enthusiasm. The organization’s diversity has visibly improved, enhancing ideas and connection with the community. Through constructive feedback and collaborative reviews, and support from Investors in People, GLL has been guided toward actionable improvements, fostering a comprehensive understanding and embrace of the Investors in People framework, strengthening GLL’s status as a model employer committed to its social purpose and community impact.
Conclusion
GLL’s journey to IIP Gold accreditation is a testament to their commitment to people, continuous improvement, and community impact. By embedding IIP principles into their daily operations and fostering a culture of ownership and accountability, GLL has not only achieved a prestigious accolade but also strengthened its position as a leading social enterprise. For prospective IIP clients, GLL’s story offers a blueprint for success, demonstrating the transformative power of investing in people.
