Norwich Theatre: Reaping the business benefits of being a Living Wage Employer

Norwich Theatre has been a Living Wage Employer since 2023. They are one of over 100 leading theatrical employers in the UK who are Living Wage Employers, committed to ensuring that all their workers, from box-office staff and technical workers, to bar staff and cleaners, are paid at the real Living Wage.  

Norwich Theatre has found that becoming a real Living Wage Employer has had significant financial benefits for the organisation, leading to thousands of pounds worth of savings in recruitment costs. 

Saving money on recruitment  

Since accrediting as a Living Wage Employer, voluntary turnover at Norwich Theatre has more than halved. There was an even more dramatic reduction in turnover among hospitality staff at the theatre.  

Following their accreditation, Norwich Theatre dramatically reduced the time and resources spent on recruitment and training. In 2023/24, they saved £7,000 in recruitment costs compared to the previous year, and by 2024/25, those savings had tripled, with costs falling by an additional £15,000. 

Norwich Theatre also noticed an improvement in the quality of job applicants, strengthening organisational performance as well as enhancing staff wellbeing. 

This improvement to staff retention isn’t unusual: a Cardiff Business School survey of Living Wage Employers found that three in five employers (60%) said that accrediting as a Living Wage employer had improved staff retention, and a similar proportion (62%) said that it had improved staff retention.  

Staff satisfaction 

Norwich Theatre carries out an annual survey of staff satisfaction. In their most recent survey, they found that becoming a Living Wage Employer significantly increased the scores for questions around pay. For example, there was a 13% boost in the proportion of people who agreed that with the statement I am happy with the pay and benefits I receive in this job. People’s personal responses also showed the improved morale: one staff member wrote, “Pays well. Great leadership and supervisors.”  

Steven Crocker, the Chief Executive and Creative Director of Norwich Theatre, says: 

“Taking the bold step to become a real Living Wage Employer was not without its financial challenges for our organisation. 65% of our workforce were directly affected by changes to the real Living Wage and hence maintaining the accreditation is a significant expense and will continue to be so, particularly given the 1.2% increase in employers NI contributions that came into effect this year. It is however a commitment that we will not shy away from in line with our values and we will tackle these challenges head-on. 

“Living Wage accreditation also addresses a critical issue: the ability to live and work in the same city. Too often, workers in low-wage jobs are forced to commute long distances because they cannot afford to live near their place of work. By paying a real Living Wage, employers help ensure that their staff can live in the communities they serve, fostering a stronger connection between people and place.” 

Head of People and Culture at Norwich Theatre, Teresa Baker, says:  

“The Living Wage is proven to not only be good for the recipients of uplifted pay, but also for their families, communities, and for the businesses they work for. Employers benefit from improved staff recruitment and retention, strengthened reputation, and improved relations between staff and management. We are committed to supporting our employees in this way, and to being part of the Living Wage movement in Norwich to encourage other employers to become accredited.”