VCCP has set up the business in response to what it calls the ‘engagement gap’ between brand experience and employee experience.

The division will draw on specialisms from across the VCCP Group, including behavioural science, data, artificial intelligence and branding, with the aim of improving communication and engagement for clients’ employees.

Huw Morgan, previously director of employee engagement at PR agency Good Relations, has joined VCCP London to lead the new division as director of brand and employee engagement.

Morgan said: “Whether businesses are confronting turbulence or riding a wave of growth, VCCP’s integrated model enables us to challenge brands to consistently treat their people like valued customers, to attract talent and keep them informed, engaged and motivated.”

VCCP worked with Watermelon to commission research on what employees need from employers. The research found that out of 500 respondents, a majority ( 64%) agreed that they would leave their job in the next six to 12 months if their employer did not ‘invest in employee experience'.

Adrian Coleman, founder and group chief executive at VCCP, said: “As our research shows, talent engagement and retention is increasingly business critical, and we’re excited to be able to help our clients navigate these uncertain times with confidence.”