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From Nice to Have to Non Negotiable: How One CEO Made Engagement a Strategic Priority

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We’ll be joined by Adam Sullivan, CEO of Baywater Healthcare, who has led a full shift in how his organisation approaches culture and connection—embedding engagement into business priorities and linking it directly to OKRs and measurable outcomes. It’s a rare opportunity to hear from a CEO who truly sees engagement as essential to business success, and who’s done the hard work of getting his board and leadership team to see it the same way.

Whether you're in HR, internal communications, people strategy, or leadership, we will offer  practical takeaways, clear language to take back to your leadership and lessons learned from those who’ve done the work.

We'll explore:  

  • How to link engagement to outcomes that matter—retention, productivity, performance—and speak the language of the board
  • The journey from “nice to have” to strategic lever: how Adam made engagement part of how the business runs
  • What modern leadership looks like when culture isn’t built in an office
  • The role of technology in creating connection (what helps—and what gets in the way)
  • Why culture is harder than ever to shape in hybrid, fragmented workplaces—and what’s actually working
  •  How to cut through noise and focus on what builds belonging in 2025
  • Shared experiences, wins (and mistakes) from senior peers facing the same challenges

Adam Sullivan

Adam Sullivan

Baywater Healthcare CEO

Adam Sullivan is the Chief Executive Officer of Baywater Healthcare, a specialist provider of homecare services to patients with long-term conditions. Since 2013, Adam has led the company with a vision to enhance patient care and improve healthcare delivery. He spearheaded the management buyout of Baywater Healthcare from Air Products plc, supported by Duke Street, a private equity firm. Under his leadership, Baywater Healthcare has successfully executed two trade exits, first to Air Liquide in 2015 and then to Bastide Medical in 2017. Adam's strategic acumen and dedication to healthcare innovation have earned him recognition, including a shortlist for CEO of the Year at the UK Private Business Awards and EY’s Entrepreneur of the Year. His extensive experience in creating high-functioning boards and driving value in challenging growth environments makes him a respected authority in the healthcare sector.

Matthew Burgess

Matthew Burgess

Work Networks Director of Customer Experience

Matthew works at the intersection of digital systems, internal communication and culture—though none of those terms quite capture the real work, which is helping organisations create the conditions where people can do their jobs well and feel good about it. 

As Work Networks’ Director of Customer Experience, he believes the digital employee experience is at its best when it reflects how things really are and shapes how they could be.

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