On the Internal Communications stage at last year’s Employee Engagement Summit, the energy was as lively as a summer weekend at Butlin’s. In a session that blended insight, humour and honest storytelling, Nick Searing, Head of Internal Communications at Butlin’s, sat down with host Jo Moffatt to reveal how the beloved British holiday brand reinvented its internal comms to connect a largely deskless workforce – and delivered real business impact along the way.
Nick began by painting a picture of Butlin’s vast and vibrant world: three resorts, 3,800 employees, and a team culture built around fun and family. But while guests enjoy seamless experiences, behind the scenes, the challenge was clear – most employees were on the floor, not behind screens, making traditional communications ineffective. When Nick joined four years ago, there was no central internal comms function, and updates often got stuck at leadership level. Something had to change.
That’s where Butlin’s Buzz came in – a brilliantly simple, low-cost, high-impact idea that turned communication into something people looked forward to. Each month, the Buzz lands as a short “video magazine,” led by senior managers sharing updates straight from their phones using a £9.99 microphone. It’s informal, friendly and perfectly aligned with the brand’s down-to-earth tone. Leaders from across the business – including the CEO and senior directors – make brief appearances with clear, conversational updates that are easy to digest and fun to watch.
But the real magic lies in how the videos are used. They kick off each resort’s monthly leadership meeting, with teams encouraged to pause, discuss and apply what they’ve seen. Interactive PowerPoint packs then help leaders cascade the right messages to their teams. No more endless Teams calls or long emails – just meaningful, accessible communication that sticks.
And the results speak for themselves. Engagement with leadership updates has grown from 80 to over 500 leaders, while understanding of company strategy has jumped by 8%. Employees report feeling more connected and informed, and Butlin’s guest Net Promoter Score has surged by 20 points – proof that engaged teams truly do deliver happier guests.
As Nick put it, this is only the beginning. With plans to expand the Buzz even further and reach more of Butlin’s frontline heroes, the journey of shaping connection across the resorts continues.
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