How your employer brand will help cultivate a community

Photo by Rineshkumar Ghirao on Unsplash

Employee experience and engagement matter more than ever. Gallup’s State of the Global Workplace: 2023 Report revealed that engagement has nearly 4 times as much influence on employee stress as work location. 

This indicates that people's experience of work is more to do with relationships than whether they are working remotely or onsite.

One strategy to help engage talent and improve employee experience is to provide a workplace where people want to belong. You must build a community, not just a workforce. Deloitte defines a sense of belonging as the way organisations foster diverse, equitable and inclusive communities for  employees and how they make people feel like part of the broader world. 

Deliotte identified three reinforcing attributes that lead to a sense of belonging, which is the foundation of building a community.

1. Comfort

Employees feel comfortable at work and feel that they are treated fairly by those in their team. 

This isn’t about sofas and social events. It’s about open, transparent communication and psychological safety.Creating comfort for your people is particularly relevant to mental health in the workplace. One in five Australians have taken time off work in the past 12 months because they felt stressed, anxious, depressed or mentally unhealthy.

Mentally unhealthy workplaces cost Australia up to $39 billion each year due to lost participation and productivity. A community can act as a protective factor against stress and burnout.

2. Connection

Employees have meaningful relationships with other team members and can relate to their business goals.

Research by the University of Queensland revealed that employees who feel a strong sense of community are less likely to experience psychological distress and are more resilient in the face of workplace challenges. By promoting an environment where relationships are formed, you are providing a network of like-minded people who can help one another tackle challenges and achieve both their personal goals and those of the organisation.

 3. Contribution

Employees believe they are contributing to meaningful outcomes and understand how their strengths help to achieve business goals.

Establishing a strong work community encourages deeper interactions, collaboration and knowledge sharing. When people feel comfortable and connected, they are more likely to share ideas, look for feedback and engage in meaningful teamwork.

Studies have shown that diverse teams, which are characterised by strong bonds and a shared sense of community, are more creative and innovative. Statistics show that 87% of the time, diverse teams make better decisions and are 32% more productive. This emphasises the positive impact of community on nurturing creativity, future-thinking and problem-solving skills.

How community can drive talent outcomes

Building community at work is about creating connections, having a shared sense of purpose and building trust.

Feeling comfortable at work, enjoying meaningful connections with colleagues and feeling like your contribution matters can go a long way to creating a positive employee experience and highly-engaged team.

People are the heart of any business and their experience is the core of an organisation’s employer brand.

A proactive employer brand, built on authentic experiences and the voice and feelings of your people can be incredibly powerful.

Getting these things right and showcasing your brand can transform your talent attraction and retention outcomes in 2024 and beyond.

Want to know where to get started?

Understanding your brand and employee experience goes beyond feedback surveys, performance reviews and your benefits package. Understanding your employer brand starts with gathering real insights from your people. 

How do your people experience your organisation? What do they value? How do they feel about working with you? 

For more insights or advice on how to get started get in touch with us today.