Why staff engagement needs cultural experiences
Written by Bhavik Parmar, heritage director of Sampad South Asian Arts
Connecting communities with cultural experiences is something that comes naturally to us as an arts organisation. But increasingly, I’ve been thinking about how important staff engagement is within workplaces too.
Over the last year, I’ve had the privilege of working with partners including Edgbaston Stadium, Midlands Metropolitan University Hospital and University of Birmingham, delivering creative activity, performances and cultural experiences directly into professional spaces. What strikes me every single time is how grateful people are simply to feel seen.
As someone who grew up often entering spaces where I felt my involvement was tokenistic, this matters deeply to me. There were many moments throughout my own career where I looked around leadership spaces and struggled to see people who shared my lived experience, my background or my understanding of culture and identity. It can leave you feeling like you are welcome in the room, but not fully part of it.
When people feel they have to reduce parts of themselves to fit in, creativity shrinks, confidence drops and participation becomes quieter. When people feel safe, valued and celebrated, they contribute more openly and collaborate more honestly. Being in management roles has made me conscious of how I avoid gatekeeping knowledge and opportunities with staff I work with and this begins with letting people feel welcome in their own office.
Our work with corporate partners is not simply about entertainment for an away day or a one-off celebration. It’s about creating spaces where staff can experience joy, reflection, storytelling and connection together. Whether through music, dance, conversation, heritage or creative participation, these moments help people understand one another in ways that traditional workplace structures often do not allow.
A 2019 report by the World Health Organisation reviewing over 900 studies concluded that arts engagement can improve mental wellbeing, reduce stress and support social cohesion, all factors linked to stronger workplace performance and reduced burnout.
I’ve seen teams who rarely speak outside of formal meetings suddenly connect through creativity and shared experience. I’ve seen people proudly bring family members to events because, for the first time, they feel their workplace reflects something of their identity. I did that for the first time at our latest Midday Mantra and it felt heartwarming to see my parents engage with a piece of work they could also truly connect with.
My genuine hope is that organisations across Birmingham continue making deeper shifts from the top down – not because inclusion is fashionable, but because people deserve to feel that their workplace is truly for them. Cultural experiences are not separate from staff engagement, belonging or productivity.
And when people thrive, organisations do too. The invitation to connect with us will always stay open.