North East Mayor launches bold new standard for employment in the region
13th June 2025
North East Mayor, Kim McGuinness today (12 June) announced the launch of Shine, a groundbreaking initiative designed to recognise and empower hundreds of employers who lead with fairness, opportunity, and respect.
Speaking at the launch event at the Customs House in South Shields, which attracted over 350 businesses, North East Mayor, Kim McGuinness, said: “Today, I am proud to launch Shine, an initiative that drives my vision for a stronger economy powered by great employers and quality jobs.
“I know employers share our North East values to be fair and inclusive and so give people in our region the best chance to succeed.
“Our mission is to make the North East the home of real opportunity and we can all play our part building that. Shine is how we empower employers of all sizes to improve job quality and celebrate doing so.
“Too many people in our region still face poor employment conditions, low pay, insecurity, and limited progression. This isn’t just a social issue – it’s an economic one. By supporting good employment practices, we aim to unlock the untapped potential of our region and lead the way in creating a brighter future for the North East.”
Shine is a key component of the Mayor’s New Deal for North East workers, an action plan to be launched this summer to boost skills and employment opportunities for local people, helping them get work, stay in work and build their careers.
The Mayor hopes to see more than 300 employers become part of Shine in its first year reaching more than 50,000 working people across the North East.
Clare Williams, Northern Regional Secretary for the UK’s largest union, Unison, also spoke at the launch event. She said: “There is clear evidence that workplaces who recognise trade unions have better staff engagement. Staff want to be valued for their contribution at work. That is why the Shine pledge is so important. It offers four levels of membership that employers can progress through, promoting beams of good business practices including health and safety, wellbeing, green credentials, community engagement, and ways that good work can help reduce child poverty.”
Shine offers four levels of membership that employers can progress through, promoting beams of good business practices including health and safety, wellbeing, green credentials, community engagement, and ways that good work can help reduce child poverty.
Charlotte Windebank, MD founder of FIRST, an accredited learning and development agency specialising in empowering enterprise skills, said: “As a regional employer, we are proud to fully back Shine accreditation and prioritise adoption of this within our business. It not only enables us to learn from and contribute to best practice, but it also serves as a credible mark of recognition that we are committed to fair and responsible employment. Shine reinforces our belief that when we support and value our team, the benefits are felt by our clients and across our wider community.”
A serious of roadshows we be held around the region over the coming weeks where local businesses can learn more about Shine. To sign up, visit events.weareumi.co.uk
Wednesday, July 2, 2025 16:00 – 19:00 Durham
Thursday, July 3, 2025 16:00 – 19:00 Gateshead College
Tuesday, July 8, 2025 16:00 – 19:00 Lola Jeans, Tynemouth
Wednesday, July 9, 2025 16:00 – 19:00 Ward Hadaway offices, Newcastle
Thursday, July 10, 2025 16:00 – 19:00 Blyth Tall Ship
Monday, July 14, 2025 12:00 – 15:00 Orbit, Net Park County Durham
Tuesday, July 15, 2025 16:00 – 19:00 Alnwick Playhouse
Wednesday, July 16, 2025 16:00 – 19:00 Sunderland City Hall
For more information about Shine and how to apply, please visit https://shine.northeast-ca.gov.uk