Creating Meaningful Employee Journeys That Drive Engagement and Growth

Insights From Donna Dew UK & Corporate Functions People Director at the AA

What does a truly people-first culture look like in action? At the Employee Engagement Summit, one of the standout conversations unfolded on the Organisational Culture stage as Donna Dew, UK & Corporate Functions People Director at The AA took us on a deep dive into creating meaningful employee journeys that spark real engagement and sustainable growth. For those who missed it, this session was packed with insights, stories, and practical strategies – and we highly recommend tuning into the full podcast version to catch the energy and depth of the discussion first-hand.

Donna, drawing from her leadership roles at William Hill and the AA, opened by unravelling the phrase “people-first culture” – a term that’s easy to say but hard to live. For her, it means embedding wellbeing, opportunity, and authentic engagement into the heart of daily operations. You can feel a great culture, she said – it’s in the buzz of the workplace and the way colleagues interact. When done right, it makes people want to show up, contribute, and grow.

Nick Brice, who moderated the session, echoed this perspective, steering the conversation towards how genuine cultures make people feel energised and respected. Together, they explored what happens when workplaces lose that spark – when meetings drain rather than inspire. Donna was quick to point out that this is when “people-first” becomes a marketing slogan rather than a lived experience.

One of the most engaging moments came as Donna shared how her team at William Hill went beyond annual engagement surveys. By pairing survey results with weekly colleague forums, they gained richer, more actionable feedback. Listening to shop-floor employees revealed structural issues that wouldn’t have surfaced in the numbers alone. It was a masterclass in blending data with human conversation to craft meaningful change.

Donna was transparent about the challenge of personalising employee experiences without tipping into perceived favouritism. Her advice? Equip managers to listen and respond to individual needs while making support accessible to everyone. Whether that support involves wellbeing resources, development pathways, or financial guidance, the goal is to create equal opportunity for every employee to thrive.

Practicality anchored every point she made. From visiting retail locations to hear frontline concerns, to co-designing physical spaces that reflect company values, Donna reminded the audience that engagement is lived, not declared. She described how teams at the AA shaped their office environment to include natural light, quiet spaces, and greenery – small details that generated big enthusiasm. Even something as simple as ensuring retail colleagues had access to kettles and microwaves made a noticeable difference in morale.

Donna wrapped up with a simple but powerful message: culture isn’t a poster on the wall; it’s the collection of everyday experiences that show employees they matter.

For engagement leaders who want to go beyond theory and hear these examples brought to life, the full session is a must-listen. Tune in to the podcast for Donna and Nick’s complete conversation on designing authentic, human-centred employee journeys that drive growth from the inside out.

To register your interest for the 2026 Engage Employee Summit click here: https://www.engageemployee.com/engage-employee-summit-registration