People strategy:

3.Attracting a modern workforce

On this page:

    Introduction

    We have undertaken a lot of work to enhance recruitment and retention, however there is more that we can do.

    Nationally recognised approaches

    We’ll build on nationally recognised approaches such as value propositions, and the Chartered Institute of Personnel and Development’s (CIPD) concept of good work. The CIPD define ‘good work’ as work that:  

    • is fairly rewarded  
    • gives people the means to securely make a living  
    • provides opportunities to develop skills and a career and gives a sense of fulfilment  
    • delivers a supportive environment with constructive relationships  
    • allows for work–life balance  
    • is physically and mentally healthy for people  
    • gives people the voice and choice they need to shape their working lives  
    • is accessible to all.

    Vision, values and our commitment

    Our vision, values and behaviours help us to meet challenges and make the most of opportunities, now and in the future. We have identified five priorities that show how we will achieve our vision.

    Our commitment

    Our commitment was launched as an extension to the vision, values and behaviours setting out what employees can expect of the organisation and in return what the organisation can expect of its employees – an important part of our employer value proposition.

    Pay and conditions

    We will do all that we can to attract and retain people with the right values to work for us by making sure that a fair and attractive pay and conditions are in place, which is economically viable and reflects our corporate and social responsibilities.

    Recruitment and retention

    We are rewriting and refocusing our people policies and practices to maximise opportunities to recruit and retain the best staff. Our employer value proposition (EVP) will set out a unique set of benefits which our employees receive in return for the skills, attributes and experience they bring. This will have a positive impact on recruiting and retaining by engaging employees and encouraging loyalty.

    Our recruitment guidance provides all you need to know about the recruitment process for managing vacancies and making an appointment.

    Equality, diversity and inclusion

    In order to make sure we achieve our vision of an ‘East Riding where Everyone Matters’, we need to further understand and respond to challenges around inclusivity.

    Promoting and supporting equality, diversity and inclusion in the workplace is an important aspect of good people management. An inclusive environment is recognising that everyone matters and feels able to participate and achieve their potential.

    Commercial team plan

    Our commercial team plan provides a useful at a glance overview of our vision, purpose, principles and priorities.

    Commercial toolkit

    Our toolkit has been designed to enhance the commercial offerings the council is delivering alongside the commercial framework. It will be an ever evolving document with information to help you with best practice, strategies, models, and commercial principles that can align with corporate values.

    The toolkit features tips, templates and tools in one place to guide you through the commercial review and business planning processes. It includes support and guidance related to:

    • business cases and planning
    • finance including fees and charges
    • marketing and communications
    • new ideas
    • risk management
    • stakeholders
    • training.

    Business cases

    Business cases help us as a council to make informed decisions, especially when it comes to commercial activities like generating income, trading services, or working with partners. They give us a clear and structured framework to work within. We use business cases to:

    • Evaluate viability: Assess whether a commercial proposal makes sense financially, legally, and practically.
    • Justify investment: Present clear evidence to senior decision-makers or elected members on why resources should be allocated.
    • Support strategic goals: Align commercial initiatives with council priorities, such as benefits to the community and budget sustainability.
    • Manage risk: Identify and mitigate potential risks, such as financial, reputational and legal associated with commercial ventures.
    • Monitor performance: Set clear goals and objectives so we can measure the success of projects over time.

    We typically follow a clear process when developing business cases to make sure everything is transparent, accountable, and properly governed.

    Download the template and guidance below to get started writing a business case.

    Business plans

    If your service generates over £50,000 in income you are required to have a commercial business plan.

    The documents below include everything that should be covered in a business plan and how to self-evaluate traded services.

    Pricing

    Our pricing guide and policy documents are important tools that help the council’s commercial services run in a way that’s financially sound, competitive, and meets our public sector responsibilities.

    The main benefits are:

    • Informed decision-making: Provides a clear structure for setting prices based on costs, market conditions, and value to customers.
    • Cost recovery and profitability: It helps make sure all costs (including overheads) are recovered, and identifies opportunities where income could be generated.
    • Transparency and consistency: Promotes clear, justifiable pricing decisions across services, supports governance and accountability.
    • Competitiveness: Helps services benchmark against private sector or other public providers to increase market position.
    • Flexibility for different customers: Encourages tailored pricing strategies, such as tiered pricing or volume discounts.
    • Risk management: Aids in understanding of how pricing affects demand and income, helping services grow in a sustainable way.

    A strong pricing guide helps us find the right balance between being commercially successful and delivering public value.

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    Employee confidential helpline

    0330 380 0658

    Speak to fully qualified counsellors and support specialists at any time, 365 days a year.

    Use code 107574 to access the online resources.

    More about the employee assistance programme

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