Couple of years ago, a new tendency appeared in companies. HR came to a conclusion that not only customers’ needs are to be taken into account, but also the needs of employees. Every single employed person influences the final results and benefits of a company. As a business, you can’t fail being backed up by people you can count on.

Couple of interesting materials have appeared in “People Management” regarding the issue of employees relationship/ employer branding. Let’s focus on employees first.

It seems to be obvious that if you enjoy doing something, you will do your best. However, has it been taken into an account while offering a job? Apparently, it is happening now:) HR’s being constantly challenged, rush to implement changes.

The case studies revealed, that communication is crucial. For those, who could not attend the Directors’ Briefing:  Carter Lemon Camerons LLP: “How to manage brand reputation when faced with employees’ claims” held in London on 16 November 2017, we would like to share some information provided by Dorota Iwankiewicz, FCIM, strategic and creative director. Following a case study:

  • A significant improvement in communication effectiveness is associated with a 15% increase in the market value.
  • Companies that communicate effectively are 4 times more likely to report high levels of employee engagement.
  • Effective employee communication is a leading indicator of financial performance.

(Sources: Towers Watson Survey 2010 and later)

Communication includes hearing what staff loves or would modify in the company brand, whether they are satisfied, happy, motivated. Workers provided with truth, treated honestly are becoming engaged, they feel to be a part of the business.

On the grounds of the DM2 Agency’s experience, the appropriate communication benefits. We were involved in 10-year social campaign called „React, when child wants to buy cigarettes”, conducted for the British American Tabacco and Philip Morris. You’re welcome to see our products for that campaign since the final result was that from top management to manufacture workers – everyone was proud of socially responsible employer. The staff was being informed on and of every stage of the action, motivated to achieve socially acceptable and desirable effects, felt valuable part of the team, they focused more of their energy on future-oriented problem solving, their morale and motivation increased to a higher level. As Dorota Iwankiewicz noticed:

“Employees in high-trust environments are 3 times more likely to talk about their company on social media; and 2-twice as likely to express pride in working for their organization.” (Sources: Nate Butki 2013)

Technology allows to communicate worldwide therefore flexibility such as the gig economy, flexible but no longer only seasonal contracts need to be recognised. To have the right people on the right place it does not necessarily mean to place them in your building. Listen, build up and maintain a valuable relationship wherever your staff is sitting and doing the job at the moment.

Employees expect to love their work, to have some private life, to be proud, to be recognised and rewarded. It is no longer only a strictly financial issue, but also being seen as a person with desires and needs, who can simply have fun at the gym, a festival, summer leave with co-workers. People need and want to communicate, wish to hear and to be heard. A digital world enable us to do it, but at the end a real relationship is lacking.

Lecture of these articles has brought us to a conclusion:

Whether you are an employer or an employee, think and check with the following:

Is that YOUR workplace?


Such workplaces do exist, if you’re willing to find out, read, think and implement those into your environment, focus on relationship you have there.