This thesis contributes original knowledge through an inclusive design approach to lowering language and communication barriers in healthcare and suggests shifting the discussion from culture to context to lower intra-cultural hindrances towards learning English amongst some ethnic minorities. It offers an adaptable, scalable concept for gathering data on ethnic minorities (considering both different generations and religions) and employs a framework based analysis in design. Over the course of three studies grounded on theoretical insights from literature, primary research lead to the development and testing of innovative aids for communication, including educative and motivational elements. This research began by seeking to understand ethnic minority consumers (EMCs) perceptions of any barriers hindering their take-up of products or services in the UK, and their preferences. This is particularly significant as the UK s EMC population is predicted to double by 2051 and to diversify further, presenting challenges for social cohesion and planning future community goals. EMCs also represent a significant market for service and product providers. The research focussed on EMCs from the Indian Subcontinent based on religions and generations. It highlighted that first generation females lacking English and/or literacy (across religions and age groups) faced problems with services and issues around empowerment . The importance of improved access to healthcare was a strong theme. On investigating NHS staffs perceptions, five barriers were identified (Language barriers; Low-literacy; a Lack of understanding; Attitudes, gender and health beliefs; and Information retention) and that a female subgroup was particularly affected. This study sets out staffs perceptions of the aids currently employed and suggestions of what would help. It identified a (currently) low use of visual communication aids in adult-patient care and that pharmacist-patient communication in pharmacies was low. Ideally, staff would like patients to learn English and to use more low-cost visual communication aids. These findings lead to the development of innovative visual communication aids through inclusive and user-centred approaches and participatory design and brainstorming methods. This enabled the development of aids by considering the needs of NHS staff, EMCs lacking English and/or literacy and indigenous elderly people to promote better patient-staff communication including a take-away educational element for learning English at home.

In the face of intensifying competition for skilled talent across industries, organizations are increasingly recognizing the strategic imperative of employer branding to attract, engage, and retain top talent. This study aimed to elucidate optimal employer branding strategies and processes that enhance talent outcomes throughout the employee lifecycle. Through an exploratory comparative case study approach, semi-structured interviews were conducted with talent management professionals from renowned organizations in the automobile and consulting industries. The findings revealed that organizations employ diverse approaches to designing and implementing employer branding strategies, ranging from centralized and data-driven models to decentralized and business unit-driven approaches. However, a common theme emerged regarding the criticality of aligning the employer brand with the organization's culture, reputation, and employee value proposition (EVP) to resonate with target talent segments. Additionally, the study underscored the significance of ensuring alignment between employer branding promises and the actual employment experiences through strategies such as fostering an engaging organizational culture, crafting a compelling EVP, managing psychological contracts, and implementing continuous monitoring and feedback mechanisms. Furthermore, the research highlighted the importance of employing a multi-faceted approach to measuring and evaluating the effectiveness of employer branding initiatives, incorporating both quantitative and qualitative methods, while acknowledging the challenges associated with comprehensive tracking systems and infrequent external perception surveys. The influence of cross-cultural factors on the design, implementation, and perception of effective employer branding strategies was also explored, emphasizing the need for tailored approaches while maintaining brand coherence. The study confirmed the significant impact of employer branding on talent attraction and retention across both industries, including attracting competent talent, fostering brand awareness, and enhancing retention. Overall, this research contributes to advancing the theoretical and practical understanding of employer branding strategies and their implications for talent management outcomes, while acknowledging limitations and providing recommendations for organizations, practitioners, and future research endeavors.   Keywords: employer branding, talent attraction, retention, employee value proposition (EVP), organizational culture, cross-cultural factors, talent management.