Flutter is a global gaming and sports brand, but relatively unknown as an employer. Its UK&I division is behind big names such as Sky Betting, Betfair and Paddy Power, and one of its strategic aims was to develop a divisional identity and values – something that was new and different for its 3000+ employees. During April and May 2023, it embarked on an ambitious employee engagement programme.

The project began with insight gathering exercises including colleague surveys and focus groups. A series of in-office events were designed to bring people together, transporting people away from their desks and allowing them to relax and think about the values and behaviours of Flutter UK&I. Remote engagement sessions for those who weren’t able or willing to travel were also offered. In the office, employees could take part in crazy golf, arcade games, graffiti walls, confession boards and many more activities, all reflecting different values and behaviours.

The sessions intended to: understand the blockers and issues employees might face; identify key leadership and colleague behaviours; understand the existing culture of the organisation; capture colleagues’ ‘moments that matter’; and uncover what moved people about the employer value proposition. Ultimately, they landed on four values going forward: Customer first, always; Win together; Free to be me; and Change the game. The new values are approved by leadership and will come to life through revised behaviours frameworks, hiring practices, reward packages and events. Engagement levels exceeded goals and delivered robust, actionable insight.