Scotland Housing Awards winner 2023
Excellence in communications
Link Group is a group of social enterprise companies serving more than 15,000 customers – they are one of the largest social landlords in Scotland. They work to provide affordable housing, regeneration, advice, property management, financial inclusion and employability services for their tenants.
What were you trying to achieve?
2022-2023 was Link’s 60th year and also marked a key milestone for Link’s communications team. A new communications strategy was launched to empower staff and tenants, tackle housing issues, engage more meaningfully, foster community spirit, and improve internal and external culture ensuring all voices were heard.
Focussing on key issues to draw Link and its six partners (Link, Horizon, Larkfield and West Highland Housing Associations alongside C~urb and LinkLiving) behind a shared communications vision, the strategy featured four campaigns:
- Supporting customers with rising costs - promoting the range of services and support.
- More than a house - positive repairs messaging alongside community initiatives and the difference these make to lives.
- Creating sustainable communities - new build programme, highlighting sustainability.
- A career with Link makes a BIG difference - recruitment focussed on social impact and promoting staff positivity across all business functions.
What did you do?
To meet these ambitions, talent was diversified by welcoming an internal communications officer, external communications officer and administration officer, to work alongside the existing communications coordinator.
Throughout the year, the team created over 100 films and animations, offering more than visual appeal; they became instruments of knowledge and engagement both externally and internally. Tenants found guidance on issues such as damp and mould, to clarify misconceptions and offer tangible solutions to everyday housing concerns.
The 130 positive news stories generated were not just information but a mechanism of transparency. Link became a key industry contact for media outlets, offering expert opinion through podcasts, complementing the messages created to simplify the intricacies of rent increases and planned maintenance schedules required to flex with market demands. With the strategic use of social media platforms this resulted in a 10 per cent growth in the Facebook audience and a remarkable reach of 3.8 million, these narratives found a vast and engaged audience.
Witnessing a 56 per cent surge in views, Link’s intranet, Linkipedia, engaged Link’s 900 staff with key updates and fostered a sense of unity, understanding, and purpose. Staff were connected to the senior team and wider business through monthly CEO videos – including Our Year in Review and Business Plan films. Challenging issues such as job evaluations were handled with care and personality through video and animation, all offering ample opportunity for feedback. Alongside this, a Staff Spotlight video campaign was launched to showcase internal talent and share best practice ensuring diverse voices were represented.
The real-world implications of these digital feats were most felt during initiatives such as the Bathgate summer fun day. This wasn’t just an event; it was a community coming together, underpinned by the strength of effective communication. 400 tenants, community members, and representatives of the housing association shared smiles and stories, marking a day of true community bonding. Furthermore, surveys found 93.11 per cent of Link and partner customers felt the organisation was good at keeping them informed.
What were the outcomes?
The emergence of Link’s developing public affairs approach has led to extensive collaborations with Members of Scottish Parliament (MSP) and the Scottish Federation of Housing Associations (SFHA), including the Housing Minister visiting our Abbey Quarter development in Paisley, a Horizon Housing Association tenant being featured in the launch of the SFHA’s campaign, and Michael Matheson MSP visiting LinkLiving to learn more about an initiative supporting young people through sport which was run in partnership with Falkirk FC’s Falkirk Foundation. All of which underscored the team’s commitment to holistic communication and engagement.
Despite just entering its second year of operation, the revamped Link communications team has fostered an atmosphere of collaboration and clarity. The emphasis on directly addressing concerns with open and honest communications has tangibly enhanced the lives of tenants and staff.
In summary:
- Visual education: Through 100 films and animations, tenants were equipped with actionable insights on housing challenges. Professionals shared best practice through staff spotlights.
- Transparency in news: With 130 positive news stories gained, Link’s work across communities was visible externally.
- Digital outreach: Social media expertise, marked by 10 per cent Facebook growth and a reach of 3.8 million, ensured a broad spectrum of individuals were engaged.
- Internal engagement: Linkipedia bolstered staff engagement, and kept them updated on key messages, reflecting a 56 per cent growth in engagement. Full Circle newsletter launched to connect seven diverse Boards and share group success stories and important updates.
- Community connection: Events like the Bathgate summer fun day mirrored the tangible community-building power of effective communication.
- Collaborative commitment: Renewed engagements with MSPs and the SFHA highlighted the team's dedication to an all-encompassing communication strategy.
Passionately committed to making a difference, the Link Group communications team has showcased how multifaceted communication can empower staff, serve tenants, and galvanise communities.
