Background 

In 2022 Northumbria University began embedding values and behaviours (VAB) into its organisational DNA. With a new Vice-Chancellor and a five-year strategy in development, aligning the university’s culture with its strategic goals became crucial.

The university wanted to create a framework that would engage staff across both UK and international campuses and serve as a foundation for future growth. It began with a series of virtual focus groups, engaging over 100 colleagues to define the desired future culture. These insights were used by a ‘core group’ of 20+ staff to draft the VAB framework. At this stage, Northumbria realised the framework could be used to drive wider cultural change that resonated with diverse teams, from academics to professional staff.

Approach 

Northumbria University partnered with The Culture Builders to design and implement a comprehensive engagement strategy around the VAB framework. A four-stage model was introduced: Explore, Introduce, Embed, Sustain.

Firstly, senior leaders came together to explore the work the core group had done on the VAB. The aim, to make the framework meaningful for their roles as the leaders of the institution: thinking through the implications for the broader culture they wanted to see; sharing their own stories of the VAB in action; and agreeing on how they would share responsibility for engaging with staff in the next phase.

“Northumbria University has witnessed substantial momentum in the adoption of their Values and Behaviours framework which has influenced decision-making and everyday practices, increased employee engagement by 7.8%, reduced turnover and fostered a values-driven culture”

The VAB were then launched through interactive events attended by over 1,000 employees across multiple locations and virtually, exceeding the 500 target. Senior leaders shared personal journeys to help staff connect with the framework. The university embedded the VAB into everyday operations through storytelling, feedback mechanisms and team ‘charters’. The VAB were also included in performance reviews, decision-making processes, recognition activity and learning and development programmes to ensure they became a sustained and living part of the university’s culture.

Finally, ongoing consultation and resources were provided to ensure the VAB remained relevant and impactful. The university created a 360-degree feedback tool aligned with the VAB and incorporated them into strategy sessions, team development and policies, making them central to all aspects of university life.

Outcome

The transformation has yielded impressive results. The university’s Engagement Index rose by 7.8% to 71.6%, with 91.4% of staff understanding the VAB. Additionally, 79% agreed that their managers demonstrated commitment to these values. Turnover dropped to 7.8% from a three-year average of 9.9%.

The Shine Awards, launched to celebrate staff exemplifying the VAB, received 204 nominations in 2024, a 14% increase from the previous year. The VAB framework has become central to Northumbria’s identity, helping the university tackle future challenges and build a high-performing, values-driven institution.