Steven Parker is Managing Director of Phonetic Digital, a B Corp certified digital agency in Sunderland that is commitment to growing sustainability and in a way that enriches its local environment.

Steven also serves as a director on the board of the Foundation of Light, a Non-Exec Director for Seller Presto, and he has been a CIM Tutor with nesma since 2015.

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Please introduce yourself and your agency, Phonetic Digital.

My name is Steven Parker and I’m the Managing Director of Phonetic Digital. We’re based in the city of Sunderland and our digital agency is focused on delivering web design, web development, digital marketing, and training. We’re proud to be based in the heart of Sunderland, in what is a thriving community that is continuing to grow.

As someone that has founded and grown multiple businesses in the North East, what skills do you think make a great leader?

For me there are three key skills: it’s about being genuine, empathetic, and responsible. If you cover all those things, you’ll not only attract great staff, you’ll also have the opportunity to work with clients that live and breath those same values.

The other key area is foresight - having one eye on the future. Something I’m challenged with now is looking at artificial intelligence (AI); what does it mean for us as a business, how can we adopt it, and what are the potential threats to the work we deliver. As a tech startup, environmental scanning is an essential leadership skill if we want to avoid being caught off guard by technological advancements.

How have you developed and invested in your own leadership skills?

Two networks that have really helped me to develop and expand my leadership skills are the Entrepreneurs’ Forum and the North East England Chamber of Commerce. Being around other businesses and learning from what they do has been very helpful.

I also currently work with a non-executive director. We meet on a monthly basis and she really challenges me and brings a new perspective to the things I’m working on. I’ve worked with some fantastic mentors over the years and they provide a great platform to share ideas and ask questions like ‘what would you do about this?’, and ‘how would you approach this situation?’.

I’m really committed to continuous learning so I can improve my own skills, and share that knowledge with the people I work with.

Your agency, Phonetic Digital, is one of only two B Corp certified businesses in Sunderland. Why did you decide to invest in this highly sought after accreditation?

It was to set the business in the right direction from day one. Achieving B Corp status comes with a stringent list of criteria to meet – it really sets the bar high. And that was part of the attraction; it’s difficult to get, then it really is worth having.

The phrase I often use when other businesses ask me about B Corp certification is ‘I didn’t want to just tick a box’. The point of being a B Corp certified businesses is to make an impact, not just get the badge.

One of the first things we did was to become a real living wage employer. This is something I’m really passionate about because I believe if you pay your staff a good wage, that puts more money in their pockets, which in turn gets spent in the local economy, and that helps more businesses to pay the real living wage.

I’m also co-chair of ‘Sunderland’s a real living wage city group’, and we work alongside organisations to encourage more businesses in Sunderland to pay a real living wage.

Other things we achieved through our B Corp journey was to become a Disability Confident Employer. That demonstrates our commitment to give everyone equal opportunity. We also showed how ethical consumption is central to Phonetic Digital by only using recycled or pre-loved furniture in our office.

Everything we accomplished through B Corp was about positioning Phonetic Digital as a responsible and purposeful employer. We wanted to demonstrate that we lived our values. It was a really helpful framework in setting the business up and attracting the right type of clients and employees. Achieving B Corp accreditation was about setting intentional goals and being committed about the things we wanted to achieve as a business.

How has being B Corp certified helped the growth and development of your business?

We were awarded B Corp accreditation in December 2024 so it’s still relatively new for us. Since then we have welcomed three new clients to the business, and a significant reason behind those contract wins was our approach to sustainability. Because of the values we’ve instilled in Phonetic Digital, we want to work with clients that share our same commitment to sustainability and ethical practices. B Corp demonstrates to potential new clients that we live our values.  

Going forward, we’re looking to do more work with local and national government, and in the social housing sector. Certifications like B Corp have real value in that space.

You’re a champion of schemes and initiatives that benefit employees in the region; including training and development, and the Living Wage. Has this always been part of your approach to leadership? 

I believe good leadership is about creating a culture where employees’ wellbeing is valued and their professional development is nurtured. Not only is that great for staff, it’s great for the business too.

Every month we pay for our staff to have a massage, acupuncture, or another self-care treatment, and I can honestly say it’s the best investment I’ve ever made. We also work with another B Corp certified business, Talk Works, who deliver sessions on mental health, maintaining and good diet, and sleeping well. Looking after people has always been key to my leadership approach.

I’m a great believer in training and development and supporting people to achieve their professional goals. I do a lot of teaching with the Chartered Institute of Marketing and nesma, and it’s so rewarding to see light bulbs going off in people. I’m incredibly passionate about training the next generation.

Supporting the Disability Confidence Scheme was personally very important to me as my son has ADHD and autism. I know how important it is for him to see companies have schemes and initiatives in place that will allow him to flourish in his chosen career.

I was invited to speak to at one of the Living Wage Week events last November, and we got to stand alongside huge organisations like Go North East and Sage to talk about being part of the Living Wage Foundation and our commitment to pay a real living wage. It really helped elevate our business and demonstrate the value we place on our employees.

My approach to leadership has always been about bringing people along on the journey with me.

What’s the best piece of leadership advice you’ve ever received?

One of the mantras I live by is ‘act swiftly and with conviction’. It’s about doing what you believe is the right thing to do.  

Before I set up Phonetic Digital I had scaled another business. After making the difficult decision to move on from that, I decided to slow down a bit. It wasn’t long before I missed the drive and energy that comes from running a business so I knew I wanted to set up another agency. That’s where that mantra really came into play and set me on the path I’m on now.

Where can entrepreneurs / business owners go for leadership advice and guidance in the North East?

Obviously there’s the North East Growth Hub, which has lots of free toolkits, insights and resources to help business owners develop their leadership skills. Its dedicated Leadership Toolkit signposts to lots of helpful support.

I’d also recommend the Entrepreneurs’ Forum and North East England Chamber of Commerce as they both really helped me grow as a leader.

There are also regional business support platforms like Umi, Durham Business Growth, and the Northumberland Small Business Service too. 

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For more support and guidance on how to be a successful and effective business leader, visit the Leadership Toolkit on the North East Growth Hub.