Championing Responsible Business: My Journey at SHS Group

 Kellie-Ann Hoey, Head of Group Communications and Responsible Business at the SHS Group, was the recipient of the 2023 Responsible Business Ambassador Award by Business in The Community NI. In this article, Kellie-Ann shares insights into the SHS Group’s transformative journey, her leadership role, and her aspirations for the future.

Reflecting on my journey since joining the SHS Group in 2006 as Group Communications Manager, it was an exciting time to join the company as the Group had transitioned from a family-run sales and marketing entity to a diverse business with numerous owned and agency brands, alongside several manufacturing facilities. My role was to develop the communications function as up until that point there hadn’t been a communications role.

My commitment to responsible business practices led the SHS Group to become a Platinum Member of Business in the Community in 2009. Recognising the need for a cohesive framework to consolidate our corporate responsibility commitments and ensure a uniform approach across all Group operating Divisions, this membership marked the inception of our responsible business journey.

With a background rooted in social and community settings, I have always championed the idea of businesses being a force for good. My dedication to supporting colleagues, advocating environmental sustainability, and fostering community engagement is evident throughout my career. My Master’s dissertation focused on exploring the collaboration between charities and the private sector in fostering community enterprises, particularly relevant given the increasingly constrained funding within the third sector.

Collaborating closely with the Executive Leadership Board, I developed a comprehensive responsible business strategy and associated frameworks for the Group. Our overarching objective was to disseminate best practices and ensure a consistent approach to corporate responsibility (CR) throughout the organisation. Through the implementation of our Vision 21 and Vision 25 strategies, significant strides have been made, including:

• Establishment of a network of champions
• Creation of a charity framework, raising over £97,793 for our nominated charities
• Integration of our SPIRIT values into our culture
• Development of a health and wellbeing framework
• Implementation of a consistent approach to reviews and learning and development across the Group
• Establishment of clear sustainability targets, measurements, evaluation and governance
• Development and implementation of the ‘Give a Day’ initiative
• Establishment of an environmental policy to guide our actions
• Implementation of a reporting infrastructure for our responsible business activities
• Membership with Business in the Community GB, providing access to valuable resources and support services for all our sites
• Active involvement in benchmarking exercises, business pledges, programmes, and campaigns
• Implementation of a bespoke corporate responsibility reporting tool
• Completion of BITC’s Core Accreditation and Responsible Business Tracker

My innovative communication strategies have been instrumental in embedding a responsible business culture across the SHS Group. Leveraging various channels such as video marketing, email campaigns, and webinars, to effectively disseminate information, celebrate successes, and inspire positive change among colleagues.

Driven by a passion for driving positive change, I identified opportunities to enhance sustainability awareness within the company. In 2022, insights from a staff engagement survey, MyVoice, highlighted the imperative for the Group to prioritise raising awareness of sustainability commitments and facilitating employee involvement in these initiatives. In response, we introduced sustainability training, awareness campaigns, and the ‘One Small Change’ challenge. These initiatives stand as tangible examples of my proactive approach and have resulted in significant improvements in employee engagement and a reinforced dedication to our sustainability objectives.

Remaining at the forefront of responsible business practices, I actively participate in forums such as the CR Leaders Network, exchanging best practices and staying informed about emerging trends and policies. Recently appointed as the Chair of the Network, I will continue to lead and be part of the conversation around responsible business practices, best practice and challenges.

My receipt of the 2023 Business Ambassador award demonstrates the SHS Group’s commitment to transformative practices that benefit our people, planet, and communities. Looking ahead, I remain dedicated to expanding partnerships, fostering diversity and inclusion, and further enhancing reporting mechanisms to fulfil the SHS Group’s responsible business ambitions.

I believe that my journey exemplifies the spirit of responsible business leadership, driving positive change and inspiring others to embrace sustainable practices for a brighter future.