In Part 1 of this blog, we looked at how some of the most successful consumer brands navigate the changing cultural landscape around them and find a role for themselves in that context.
At BrandPointZero, we’ve been looking at this issue for a while and we think it’s a mistake not to be culturally aware as employers. When you’re relevant, timely and meaningful, you’re also more attractive. So, let’s explore why embracing culture is not just a good idea, but a downright necessity for a thriving employer brand.
How can cultural awareness and engagement benefit employer brands?
- It makes them attractive to a greater diversity of talent
Great talent isn’t just looking for a pay cheque; they’re looking for a place where they feel they belong. When your brand resonates with the cultures that matter to the people you’re trying to connect with, you become a magnet for the best and brightest. Are you putting out the vibes of a forward-thinking, inclusive, and dynamic workplace. - It builds employee engagement
When an employer understands the cultural contexts that matter to its people, then it can design experiences and communications which are more relevant, inclusive, and accessible. And when employees feel connected to their workplace on a cultural level, engagement goes through the roof. Imagine the difference between clocking in at a place that’s just a job versus a place that aligns with your values, interests, and passions. Engaged employees are more productive, more innovative, and they stick around longer. Win-win really. - It enhances brand reputation
These days, a company’s internal culture can be more visible to the outside world than ever before. Glassdoor reviews, LinkedIn posts, and social media shoutouts can make or break your brand’s reputation. Look at the likes of Brewdog and Google – both rocked by scandals relating to their workplace culture. By fostering a culture that aligns with positive societal values, you not only keep your current employees happy but also build a strong, attractive public image - It drives innovation
A culturally aware brand is one that’s in tune with the world and its rapid changes. This awareness fosters an environment where new ideas can flourish. When you understand and integrate diverse cultural perspectives, you’re more likely to innovate and stay ahead of the curve. After all, the best ideas often come from the most unexpected places.
So…where to start?! There are loads of different ways your employer brand can become more culturally literate. Here’s just a few suggestions:
- Be clear on what you stand for. Make sure there is real clarity within your organisation on your vision, mission and values, what you care about and what that might mean for your employer brand.
- Listen. Listen. And keep listening. Are you plugged into the key channels of informal colleague communication? Teams isn’t for chit chat, but Slack and Workplace (and whatever replaces it) are. And with subgroups open for all sorts of interests and circumstances, they reveal a great deal about the lived experiences and cultural trends that matter to your people. This insight can be invaluable in planning future activations that are in tune with both current and prospective employees.
- Talk the talk AND walk the walk.
Once you have clarity on what you stand for and the cultures that matter to your people, then it’s important to define a credible and achievable role for your employer brand in those spaces. Then you can activate, be that through sponsorship, patronage, participation, or even developing a voice of authority. - Support your people to advocate for you in their own way. Peer referral is the most powerful recruitment tool you’ll ever have. But it only works when it feels authentic. So loosen the shackles a little and allow your people to communicate your employer brand pillars within the cultural discourse of their own social networks. Whether it be through different platforms, content formats, language or perspectives. Doing so will build familiarity, likeability and trust in your employer brand.
- Develop partnerships with organisations and causes that your people care about. This can be equally effective on a local, national or global level, depending on your audience. Ben & Jerry’s is known for its activism and partnerships with numerous social justice organisations. As a strong advocate for refugee rights in Europe, it launched the UP Collective in partnership with The Entrepreneurial Refugee Network (TERN) to help remove some of the barriers refugees face when re-entering the job market.
Embracing culture isn’t just a fluffy, feel-good strategy — it’s a hardcore business imperative. It attracts top talent, boosts engagement, enhances your brand’s reputation and drives innovation. Brands like Nike, LEGO and Monzo are leading the way, showing that cultural awareness and engagement is not just possible but profitable.
As people leaders, the ball is in your court. Start tuning into the cultural currents and be open to how it guides your employer brand’s journey. Not only will you create a workplace that employees love to be part of, you’ll also build an employer brand with cultural clout that stands the test of time.
Cultural literacy and its application in the modern workplace 4 Oct Our Strategy and Planning Director, Joe, explores the idea of cultural literacy and how it shapes our approach to employer branding.
How building cultural clout can supercharge your employer brand 30 Sep In Part 1, we looked at how consumer brands navigate the changing cultural landscape around them and find a role for themselves in that context. In Part 2, we explore why embracing culture is not just a good idea, but a downright necessity for a thriving employer brand.
What consumer brands can teach us about engagement through culture 23 Sep Ever wonder why some brands captivate while others don't? Hear how consumer brands drive engagement through culture & what we can learn from them.