Are you looking to increase engagement, health and corporate philanthropy in your workplace? NewsCorp has found the perfect solution. We interviewed Mark Simpson, Business Performance Director, Queensland for NewsCorp about their health and corporate philanthropy initiative.
NewsCorp is one of Australia’s largest and most iconic media companies. In addition to helping their customers create meaningful engagement with the audiences they reach, their primary purpose is to build relationships and connections with the community.
“It’s about trust,” said Mark Simpson, Business Performance Director, Queensland for NewsCorp. “We’re there for the community and we’re part of peoples’ lives every day. When you’re connecting with eighteen million Australians across platforms every month, we take our connection with the community seriously.”
Cultivating a high-performance culture
As Simpson explains, the ability to achieve their purpose is a direct result of their people and high-performance culture. With respect to NewsCorp’s Brisbane office, Simpson notes that the people are invested and have a strong connection with the business. The editorial team is passionate to get stories right to accurately represent and bring about positive change for the community. This fosters a culture of collaboration internally and externally.
From a commercial perspective, the sales team is responsible for generating revenue and great outcomes for customers. Simpsons states it’s important to ensure there is a fun environment for them with reward, recognition and engagement to drive a high-performance culture.
Creating engagement through Tour de Office
So how does Tour de Office come into the picture? For more than five years, NewsCorp’s Brisbane office has participated in Tour de Office, an interoffice cycling event on stationary bikes that takes place over one week during the year.
Initially, Managing Director for NewsCorp QLD & NT Jason Scott was introduced to the idea through his peer network connections with Tudor Marsden-Huggins and Skroo Turner. Marsden-Huggins’ organisation Employment Office Group launched Tour de Office and 2011, and Turner’s people at Flight Centre had experienced success with the event.
“The competitive spirit is what inspired us to get involved. We gave it a go, and have been running it ever since.”
During the week-long event in the office, employees take turns riding in half-hour slots on the stationary bike, engaging in friendly competition, encouraging one another, and raising funds for worthy causes. Organisations who partake in Tour de Office can nominate an Australian charity of choice to raise funds for.
Corporate philanthropy
NewsCorp’s charity of choice is The Courier Mail Children’s Fund, of which Simpson is a committee member. Over 100 years old, it is Queensland’s longest-standing children’s charity. He is passionate about this charity as it is the only one in the state where 100% of funds contribute directly to specific causes. All funds raised contribute to specific resources for children in need, for example, artificial limbs and smart puppies for autistic children. These tangible outcomes deliver real benefits to the community.
“NewsCorp values corporate philanthropy and helping Queensland children in need, so this charity really resonates with our people. Everyone’s lives, whether directly or indirectly, is impacted by children. This engagement, in turn, helps us increase retention.”
The charity’s board assesses submissions and approves grants to different initiatives on a quarterly basis. They encourage their people, if they have a child or a family member or friend’s child in need, to apply to The Courier Mail Children’s Fund, which adds an extra level to their engagement.
Leading from the front
Tour de Office works so well for NewsCorp because it is easy for people to take part and engages people across all levels.
“You need to make it easy for them to get involved. We have a gym, but it can be challenging to bring this to the fore. With Tour de office, it’s easy to set up and it’s visible. We set up the bike in the main thoroughfare of the building so people can see who’s riding. I’ve always done it over the past few years!
“As a leader, showing that vulnerability is a good thing. It shows you’re human, and this encourages others to do it as well. Lots of people don’t let their guard down enough in the workplace. As leaders, we need to lead from the front, and be prepared to do what everyone else is doing.”
“I’m always trying to beat my time from the year before!” he added.
Increased engagement
NewsCorp sets up the Tour de Office live stream so their riders are visible, then shares this link with their other offices. The Tour de Office website features a leaderboard, which they display to foster friendly competition.
“There are often a few wagers, for example, the fastest in advertising, race-offs on Friday, and charity fundraising winners. The teams make an effort to be supportive. It’s such a popular event, all the half-hour slots fill up!”
While funds raised each year can go up or down, NewsCorp’s Brisbane office always has participation.
“Our measure of success is that there is always someone is riding on the bikes, and all the slots are booked up. That way, it’s always visible throughout the week.”
“The event involves some coordination and planning, but when you see it taking place, the results and participation, it’s worth it. It breaks up the year.”
In terms of employer branding, NewsCorp is looking forward to continuing participating in the yearly event and increasing their social sharing to grow their impact.
Interested in running a Tour de Office in your workplace? Complete the contact form on the Tour de Office website.
Do you have a story about corporate philanthropy or a health initiative in the workplace? Comment below or get in touch with the editorial team to discuss sharing your story on Recruitment Marketing Magazine.
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