Staff Engagement

Staff engagement is more important than ever

Staff engagement is an ever-present challenge for many organisations.  It is also an area which has not always been prioritised or given the leadership attention that it deserves.  Increasingly we also find staff are looking for different things from their employers including a greater sense of purpose in their careers.  Recent changes to work practices globally, make  the need to have a good relationship with employees more exciting but also more challenging than ever:

Having a truly engaged workforce is a leadership priority in every organisation that has to compete to recruit and retain the best people . And it is one that requires a consistent communication and engagement strategy that starts at the heart of the organisation and works through leaders at every level.

We know from numerous studies that having a truly engaged workforce has a massive and positive impact  on an organisation's bottom line.

Our approach

There is no one-size-fits-all template that will achieve better staff engagement.  It is not a problem to be solved by technology alone or a channel management approach to communication and engagement. Emerging technology and new innovations do provide opportunities, but better staff engagement is still mostly based on better internal communication and changes in leadership behaviour.

Baird’s CMC understands what is required to have an engaged workforce and we understand the dynamics of complex organisations.  We will work with you, and other partners as necessary, to understand the strategies that are required to bring you and your workforce closer together.  And we will support you every step of the way to put these in place.


Any staff engagement programme that is not owned and led from the very top of the organisation will fail. We work with senior leadership teams to understand precisely what is needed and to agree on the appropriate course of action.


In our experience, many organisations, despite allocating significant resources, often lack a sufficiently joined-up view of internal communication and employee engagement issues.  We employ a unique intelligence-led methodology and we work closely with internal and external partners to build a reliable picture of this key stakeholder landscape.

Strategy and plan

Once there is a clear position from senior leadership combined with a proper understanding of the challenge the correct course of action can be decided on... These are the foundations that underpin the development and delivery of communication and engagement plans that achieve results.

More than a communications agency

Baird’s CMC is a unique global network. Our people have spent decades solving difficult problems across five continents working for governments and NGOs to some of the world’s biggest corporations.  We are trusted by senior leaders; we understand stakeholder dynamics and we develop and run campaigns that get results by changing behaviour.

We recognise there are few stakeholder groups that are more important than your employees.  Let us talk to you about how we can help you with one of your most important corporate opportunities.

Your Project Team

Raquel Cruz and Cormac Smith bring significant experience in all aspects of strategic communication and public relations. Having worked across our organisation to develop our new product offerings, specifically aimed at the current challenges we all face, they will assemble and lead the strongest teams to address your issues. With our unique global network rest assured you will always be working with the best in the business.

Raquel Cruz

Project Manager

Raquel is a communications and project management specialist. She will be coordinating the introduction of our new services and supporting clients in the management and delivery of their projects.

Since working for Baird’s CMC, Raquel has been involved in communications, research, and project management for clients including Roche, IFPMA, ViiV Healthcare, Angelini Pharma and Gavi, with accountability for everything from conception to successful completion.

  • Speaks fluent Spanish and English
  • Masters’ degree in International Journalism from Cardiff University, UK
  • Background as a public relations consultant in a Spanish communications agency
  • Experienced radio producer and social media specialist

Cormac Smith

Skills Development
Project Director

Cormac is a highly experienced strategic communications specialist. He has been integral to the development of these new services and will be working closely with clients to understand their needs and develop solutions.

In a career spanning three decades Cormac has held a number of senior positions, including Deputy Director of Communications at the UK Cabinet Office, Strategic Communications Advisor to the Foreign Minister of Ukraine, and as Director of Communications for several UK local authorities.

  • Media training and public speaking expert
  • Experienced in crisis communications
  • Specialist in staff engagement and corporate leadership
  • Trusted adviser on reputation management and media relations