Flexible working works: Distinctive Communications accredited by Good Employment Charter

28 March 2025

Distinctive Communications is one of a select number of businesses to earn membership of the West of England’s Good Employment Charter in recognition of the firm’s commitment to fair, inclusive and flexible work.

The Bristol-based PR consultancy is the region’s eighth employer to gain full accreditation to the charter, following a detailed assessment by a panel of experts.

The charter highlights leading employers that go above and beyond good practice across seven key areas, including flexible working, recruitment, staff development and giving employees a say.

Specialising in in place-making and the built environment, skills and purposeful businesses, Distinctive is the smallest organisation to be accredited so far, joining members including Business West, City of Bristol College and Rising Arts Agency.

Founder and director Ben Lowndes said: “As a team that cares about people, places and work, it means a great deal to achieve this recognition.

“We aim to create a culture that people want to be part of, because it’s an important part of building a great team. When we last hired someone, we had nearly 50 applicants for the role, which is incredible for a business our size.

“During recruitment, the issue that comes up most in interviews is flexible working, which highlights how important it is for employees.

“At a time when flexible, inclusive working practice is in the spotlight and coming under some pressure, it’s good to be part of a group of employers who champion what we see as a better way to work.”

Following an assessment answering nearly 50 questions on recruitment, hiring and employment practices, panellists praised:

• A ‘fantastic, positive approach to flexible working’ – supported by a work any time/anywhere policy, which enables the team to operate from respective bases in Bristol, Somerset and Exeter. Ben first set up flexible working as a director at a previous agency in 2018, long before hybrid working became normalised.
• The company’s commitment to wellbeing, including regular one-to-ones investment in coaching sessions and access to a healthcare scheme.
• Allocating time for learning and development, with one colleague supported to become a chartered PR practitioner last year and in vestment in group coaching sessions.
• Giving staff a voice over how things happen, with quarterly planning sessions and weekly meetings

“We’ve come a long way in less than three years,” added Ben, “But we want to do better and aren’t standing still. We look forward to learning more about how other charter members create positive culture with their teams.”