Between a rock and a hard place? : A case study of the issues facing advisors in introducing IIP to SMEs

Purpose – This case study aims to describe the work of a Business Link in relation to the promotion and implementation of Investors in People (IIP) with small to medium‐sized enterprises (SMEs). Its purpose is to highlight the views of IIP advisors with regard to working with SMEs and the appropriateness of the award. Design/methodology/approach – The case identifies the particular challenges that the advisors face in trying to deliver a consultancy service to SMEs which is valuable to them and which also satisfies the government's requirement for commitment to and recognition of attainment of IIP. The research involved in‐depth interviews with IIP advisors at a Business Link which sought to understand the nature of their work, the methods they use and what they saw as the issues and challenges in meeting customer needs. Findings – The research confirms previous studies detailing the difficulties in matching IIP requirements with the individual requirements of SMEs. It also highlights the fact that Business Links need to “play the system” in order to reach the government set targets. IIP advisors are caught in the undesirable position of trying to deliver a useful consultancy service (which may not lead to IIP recognition) to the firm and the need to achieve specified commitment and recognition rates. Research limitations/implications – While it is recognised that a single case has its limitations in terms of universal applicability, this example provides an aspect of IIP which has not previously been explored. Practical implications – This paper suggests that listening to and consulting with those “at the coalface” could have considerable benefits in both ensuring that assistance for SMEs is appropriate and that funding is targeted appropriately. Originality/value – The views of those charged with implementing government initiatives are rarely sought, although there has been considerable research undertaken with the firms themselves.