Customer-centric businesses pride themselves on the care, attention, and satisfaction they provide their customers with, at every touchpoint and with every interaction. 

This is a noble goal for every single brand, and if you indeed manage to build a bond based on trust and meeting customer expectations, you’ve come a long way in your industry, whatever it may be. What makes a great brand different from a good one, however, is its role as an employer. This is where the relevance of company culture becomes pivotal in the process of developing your brand. __Without a strong culture among your employees, you risk losing the integrity of your entire organization__.

Yes, customer-centric is amazing, but __employee-centric should be a part of your identity__, too. In a way, how you build your brand from within will shape how your employees communicate your brand to your customers, if they are aligned with your values, and if you craft a stable business based on high retention rates. To achieve all of that, __your brand-building process should certainly focus on establishing the right <a href="https://www.techcrackblog.com/2019/02/diversity-training-is-essential-for-company.html" tarhet="blank"> company culture </a>__. Here’s why that matters so greatly, and what you can do to evolve your culture.

## Developing an Exeptional Employer Brand 
![developing an exceptional employer brand](//images.ctfassets.net/6g4s9n00xmsl/1D7M7BySPq7Dxfc12WVJFj/48881aeb74822d50a61380fb7b3186b0/developing_an_exceptional_employer_brand.png)
_____

### Start with your recruitment protocols

Understanding how you choose your employees can make all the difference in how your company culture evolves, and thus how your brand develops over the years. Your employees are your most powerful brand builders, and you need to start thinking of this as part of their roles from the moment you start <a href='https://www.forbes.com/sites/forbeshumanresourcescouncil/2018/09/28/what-it-means-to-hire-for-culture-fit-and-how-to-do-it-right/#7d1dfbec7986' target='blank'>looking for new talent</a> to expand your company. So, naturally, your elimination system, your hiring criteria, and your interview all need to reflect your need for brand ambassadors first and foremost, not just workers to fill a role.

Talk to your potential employees about more than just their skills and experience. Get into what they expect from your office atmosphere, the relationships among employees, what kind of communication they enjoy, and ask them to share examples of successful collaboration or problem-solving in their previous position. This can give you a better insight into their personality in the workplace and how they handle their role in the process of building a culture. 

________

### Build your employer brand

While keeping your focus on the employee is vital, you should also take a closer look in the mirror – to see your brand in its role as an employer. This is that one <a href='https://pactapac.com/' target='blank'> key aspect of brand development </a> that can help you gain a stronger presence and a better foothold in your industry, since your capacity as an employer will define the kind of people you attract and the kind of people that will ultimately build that brand. 

To do just that, you need to define your values and look at your purpose from this new angle, see what you have to offer as an employer, and if that matches your promise as a customer-facing entity. If you can pinpoint the driving force of your business to make your customers happy, you should be able to recognize your purpose as an employer, too.

_____

### Empower collaboration over competition

Yes, there are certain people who thrive on healthy competition, but when your teams don’t know how to help one another, share ideas, and develop them together, you’ll always end up with a house divided – one that cannot stand. Building a positive workplace, one that uses collaboration as the key mindset is more likely to lead to happy employees. In turn, happy teams have the potential to <a href='https://www.fastcompany.com/3048751/happy-employees-are-12-more-productive-at-work' target='blank'> have a 12% increase in productivity</a>, which ultimately leads to a more powerful brand. 

This is certainly one of the key mindset-shifts modern companies need to make in order to reap the rewards of a more inclusive, supportive, transparent company culture. In such environment, where people feel their ideas are encouraged and respected, employees work better, and brands grow stronger.

____

### Strive for less stress for employees

Much like you’d never want or aim to [cause stress](https://fierceinc.com/blog/how-to-keep-stress-from-sabotaging-workplace-culture-and-productivity) in the lives of your customers through your offers, you should definitely do everything in your power to avoid the same in your employees’ lives. After all, they are the ones giving it their best every day for eight hours to expand your presence, sell your offers, and inspire loyalty in your customers. Your brand should do the same for them. Your company culture and your attitude towards your teams will greatly shape their own representation of your business.

How happily do they talk about their role? Do they feel valued and purposeful? Do they understand how they contribute to your business? Are they happy to recommend other people for your jobs? When they talk about your brand, do they truly know how to convey your essence and your purpose? The answer will be affirmative only when your company atmosphere isn’t a source of excessive stress for your teams. It’s time to show them how much they’re vital for your brand for them to truly feel compelled to build it together with you. 

_____

A company culture doesn’t sprout out of thin air, much like your brand reputation or your footprint in your community. To build it, you need to embed your brand with your values, hire based on those values, and build an atmosphere that appreciates people for their contribution every day. This is the only way for the true identity of your business to spread its wings and shine in your industry. Use these bits of advice to guide your own teams through the process of culture creation that will ultimately support and build your entire brand. 

_____

#### AUTHOR BIO

Jacob Wilson is a business consultant, and an organizational psychologist, based in Brisbane. Passionate about marketing, social networks, and business in general. In his spare time, he writes a lot about new business strategies and digital marketing for [Bizzmark](https://bizzmarkblog.com/) blog.



Employer brand is a vital aspect of the transparency and integrity of your business. Follow this process of culture creation to support and build your brand.

How Important Is Company Culture to Develop a Great Brand?

ladies having a discussion over a computer

Company Culture and Employer Brand

Employer brand is a vital aspect of the transparency and integrity of your business.

How Important Is Company Culture If We Want to Develop a Great Brand?

## 4 Powerful Motivators other than Achievement for Future Managers 

As the week slowly unravels, you notice that your employees, even the brightest and the most dedicated among them eagerly wait for Friday afternoon to clock out and not look at their office seat for the next two days. It’s perfectly __natural__ for us __to crave rest and diversity in our lives__, but __when your employees feel burdened, pressured, and bored at work__, every single workday will be __a Monday morning to them__. How on Earth are they supposed to even want to become managers some day if the prospect of coming to work feels like drudgery? The ambition to achieve? It’s often not enough. 

No matter how educated and talented your employees might be, __the will to advance in their career will heavily depend on the work environment in which they continue to develop their skills__. Alas, the prospect of professional achievements alone is often not enough to drive potential managers to succeed. 

Perhaps if you, as their supervisor and employer, could provide them with more motivation, they could respond with greater productivity and eagerness to progress. Here are a few __tried and tested methods you can use as strategies to motivate your potential managers and let them unleash their true potential__; 

![4 Powerful Motivators other than Achievement for Future Managers](//images.ctfassets.net/6g4s9n00xmsl/30FHSfp5FzhsBiGxoSvsaw/415a29dcf1bf671736e275461d7722c5/4_Powerful_Motivators_other_than_Achievement_for_Future_Managers.png)

## Offer regular training opportunities

Once again, education alone won’t cut it, but if your company is a place that empowers employees to continue improving their skills and doesn’t treat them as if they’re supposed to be perfection embodied from the day they walk into your office – they’ll be far more inclined to give back to your business with spectacular performance. Allow your HR experts to find regular conferences, seminars, and training programs that will enable each and every one of your future managers to continue improving their skills and knowledge. 

Depending on your industry and expertise, you can even host lectures in your own offices, invite notable professionals in your field, and continue creating relevant networking events where your employees can further expand their knowledge base. What’s wonderful about this form of active motivation is that it also further empowers their achievement motivation, so training works effectively on both fronts, as a unique source of inspiration, and as support for other sources of ambition. 

## Develop a strong company culture

Modern-day employees no longer want to work for just another retailer or yet another faceless corporation. They want to be a part of a movement, they want to know their work is meaningful and purposeful, and they need to align themselves with the values of the organization they are a part of, hence the need to create a culture where each of your team members can feel at home. This is especially true for your future managers – in order to run a part of an organization, even if it’s just one sector among dozens of them, they need to feel like they belong. 

Are you about to give a promotion to one of your most cherished employees to grant them that managerial position? Prepare a set of branded and personalized business cards with their new title on them, just in time for that new conference they’re about to attend as a representative of your brand. Let a brand-new mug with your logo wait for them at their new office, with a “thank you” note for all of their great work. By knowing that they belong and that they are indeed a valued [segment of your company culture](https://www.peoplegoal.com/blog/company-culture-and-human-resources), they will promote that culture to other employees, to your clients, and all other relevant parties they communicate with outside of the office.


Feeling that they have become a part of the brand itself will enable them to further strengthen their achievement motivation. Why? Because they will not work for personal and professional gain only, but they’ll perceive themselves as inextricable parts of your brand’s culture and they’ll do what’s in the interest of your business.

## Recognize their contribution

Grooming managers takes time, dedication, and creativity. No one becomes a manager overnight, and they certainly don’t become managers by force. Each employee with the potential to lead needs to want to become one. In order to develop and encourage that desire, you need to consistently let them know that they are appreciated for their achievements. Of course, that doesn’t involve menial tasks, but it does include major deals, milestones, creative solutions, the hours they put in, the personal touch they give their presentations, and the like. 

Use every opportunity to [foster achievement recognition](https://www.peoplegoal.com/blog/employee-recognition-examples-from-peoplegoal). Send company-wide emails recognizing that particular employee with the potential to become a manager, thanking them for their impeccable work on a particular project. Give them a round of applause at a meeting, or send them a gift basket with their favorite muffins, or treat them and their spouse to weekend getaway after a long week of work. All of these gestures foster loyalty and trust, and they make your employees feel not just visible, but valued.

Let them see that you reward and incentivize achievements, and both their desire to achieve grander goals and the incentives themselves will grow their motivation to stay productive and develop your business. 

## Introduce regular feedback exchanges

A manager’s opinions matter. So naturally, every single employee’s opinions matter, too, if you want them to work for that managerial position and earn it one day at a time. In addition to [sharing your own thoughts on their work](https://www.peoplegoal.com/blog/how-to-give-manager-feedback-5-examples), how they can improve, and how they’re doing well, you should be open to the idea of receiving that very same level of feedback. This lets them think about the role of the manager from a unique perspective and prepares them for it at the same time.

When the time comes for them to step into that role, they’ll know how to implement the same feedback loop with their teams. They’ll value the opinions of their team members, and they’ll learn the proper form of creative criticism. This not only fosters transparency in your culture, but also allows your teams to understand their future jobs better, and to feel better equipped to handle them. 

Each employee is different, and so is their potential to become a manager. Use these methods to motivate them every day, to build a bond with yourself and your business that will help them persevere and recognize their own potential, and you’ll slowly transform them into leaders that will help you grow your brand over time. 

### About the author 

Jacob Wilson is a business consultant, and an organizational psychologist, based in Brisbane. Passionate about marketing, social networks, and business in general. In his spare time, he writes a lot about new business strategies and digital marketing for Bizzmark blog.



Every manager has wondered at least once in their career how to motivate employees. Here are some tips for you to keep your employees engaged and productive.


How to Motivate Employees in 2020

how to motivate employees

Motivating employees and maintaining sufficient levels of engagement is a well-known struggle for managers and companies. What to do to keep you workforce productive?

When I say __Millennials__, what’s the first thing that crosses your mind? It’s probably young people in their 20s that have just graduated from college and starting their professional careers. Unfortunately, I’ll have to disappoint you. [Millennials were born somewhere 1981-1996](https://www.pewresearch.org/fact-tank/2019/01/17/where-millennials-end-and-generation-z-begins/), meaning that most of them are today well into adulthood.

Yet, there is a new generational cohort taking over the workplace – [61 million individuals](https://www.voanews.com/student-union/gen-z-about-change-face-us) called __Generation Z__. They have already outnumbered Millennials and their number is projected to 84.7 million by 2020. 

Born between 1996 and 2010s, this is a highly diverse demographic that has different values, goals, and priorities than Millennials. 

Here is how Gen Z employees are transforming the workplace and a few reasons why you should hire them.

![Gen Z Employee - reasons to hire gen z](//images.ctfassets.net/6g4s9n00xmsl/3jvSDvqkqwSgOqQmRmrW0z/39884681867ec4911eca91dcb8f348b0/Gen_Z_Employee_-_reasons_to_hire_gen_z.png)

## 1. An Opportunity for Increasing Employee Retention

Millennials are often defined as a job-hopping generation. 

[According to Gallup](https://www.gallup.com/workplace/231587/millennials-job-hopping-generation.aspx), 21% of them have changed their jobs in the past year, while 60% of them are constantly hunting for better professional opportunities. The 2019 Millennial Manager Workplace Survey explains the reason behind such chronic job-hopping – 75% of Millennials emphasize that changing jobs helps them improve their careers. 
However, these rules don’t apply to Gen Z. Having grown up in times of economic and political unsteadiness, their perceptions of the workplace have changed a lot. Most of them were born post-9/11 and raised during the Great Recession. 
Given that, it’s not surprising at all that they’re looking for stable, future-proof jobs, mostly in the tech and health care sector. Their priorities are better growth opportunities, job security, flexible working hours, and healthcare benefits. For you, this is an opportunity to increase employee retention and, therefore, reduce the cost of losing top employees.

![Gen Z Employee - increase employee retention](//images.ctfassets.net/6g4s9n00xmsl/5IEpYgJnNHZp2vzrDzq4ei/bd0885bf08d4a80656ab9a69897d38aa/Gen_Z_Employee_-_increase_employee_retention.png)

## 2. Hiring a Tech-Native Workforce

Millennials are tech-savvy employees. Generation Z members are, on the other hand, digital natives. Born and raised in the evolving digital era, they don’t know life without fast internet connections, AI, or smartphones. This, for sure, impacts their daily use of technology. [Research says](https://www.digitalmarketingcommunity.com/indicators/96-of-gen-z-owns-smartphones-q2-2017-globalwebindex/) that 96% of Gen Z’ers own smartphones. They use roughly 5 devices daily, including smartphones, laptops, TVs, desktops, and tablets. [Over 50% of them](https://www.marketingtechnews.net/news/2018/feb/09/gen-z-engaging-10-hours-online-content-day/) spend more than 10 hours daily on electronic devices and are connected almost constantly.

When working, Gen Z employees observe technology as a tool, not a toy. They emphasize the importance of an organization’s technological sophistication. [According to some recent studies](https://cmo.adobe.com/articles/2019/6/15-mind-blowing-stats-about-generation-z.html#gs.awi7di), 91% of Gen Z candidates expect a company to be digitized and that’s the factor that determines whether they would accept the job.

They’re adopting new technologies faster, so you can always expect them to pick up new tech trends and start contributing faster to your company. Provide them with the omnichannel work environment, where they can communicate and access files in real-time, irrespective of their location. Building a cloud-based and mobile-ready company will benefit you in multiple ways. In addition to making your Gen Z staff happier, you will also streamline many of your workplace activities and increase the overall workplace flexibility and productivity.

![Gen Z Employee - tech-native](//images.ctfassets.net/6g4s9n00xmsl/6XUijQUwVuWlilToU0nZLG/ccbee862b1c288d947df46edf07b4840/Gen_Z_Employee_-_tech-native.png)

## 3. Prioritizing Values and Personalization over Cash

Establishing a solid rewards program is key to making employees happy and retaining them. And, that’s logical. Talented workers who pour their hearts into every project they get expect to be recognized and rewarded for their hard work. 

And, this is where hiring Gen Z talent can help. Even though [70% of them](https://qz.com/work/1410722/here-is-exactly-what-gen-z-wants-according-to-all-of-the-surveys/) say that a competitive salary and health insurance are their main motivators, this generational cohort is success-oriented. They are ready to spend more hours working if they’re going to be rewarded. They take responsibility for their careers and want to improve both personally and professionally all the time. [More than 76% of them](https://www.monster.com/career-advice/article/gen-z-boss-0816) consider themselves responsible for their professional achievements. 

This opens the doors to new opportunities for rewarding employees. For example, knowing that Gen Z workers are pragmatic and yet, they appreciate the direct and personalized approach, you should go beyond the traditional cash bonuses. Why not [give away Visa gift cards](https://corporateprepaidgiftcards.com.au/visa-gift-card/) or coupons they can use at their favorite stores? 

They’re also motivated by the opportunities to grow. So, instead of cast, provide innovative learning and career advancement opportunities. For example, [75% of them want to have multiple roles](https://www.forbes.com/sites/jefffromm/2018/07/03/gen-z-in-the-work-force-how-to-recruit-and-retain-youth-generations/#264e57467569) in an organization, so show you value their motivation and make them a part of all major projects.

These are some core values that will work with the rest of your staff, too.

![Gen Z Employee - prioritize values over cash](//images.ctfassets.net/6g4s9n00xmsl/1rewByhA2ds1PIrBCEUtWv/5eee7d412420407541a86615a92aaa38/Gen_Z_Employee_-_prioritize_values_over_cash.png)

## 4. Improving Interpersonal Relationships

I’ve mentioned that Generation Z is the first fully digital generation of workers. But, does this impact their social skills? No. On the contrary, [37% of them are concerned](https://www2.deloitte.com/us/en/insights/focus/technology-and-the-future-of-work/generation-z-enters-workforce.html) about the impact on technology on their abilities to build and nurture stronger interpersonal relationships.  

Most importantly, they crave real-live connections. They seek a collaborative environment, focused on face-to-face and transparent communications. 

This applies to relationships between managers and employees, as well. They don’t expect you to manage them – they want you to be their mentor. [Stats say](https://hrdailyadvisor.blr.com/2019/02/20/how-to-keep-gen-z-engaged-in-the-workplace/) that 40% of them expect daily interactions with their boss and, if this is not so, they believe they’ve done something wrong. 

For any company, especially a young one, it’s a priority to strengthen employee relationships. Employing Generation Z staff that are yearning for human interaction in the workplace may be a good starting point. Get to know them and prove you appreciate them as individuals. Ask them for advice, communicate daily, and provide [constructive feedback](https://www.peoplegoal.com/blog/constructive-feedback). Above all, be honest and transparent. Positive and team-friendly surroundings will not only boost your Gen Z employees’ satisfaction, but also improve the overall workplace communications.

![Gen Z Employee - interpersonal relationships](//images.ctfassets.net/6g4s9n00xmsl/4uxgNFUODXR6RexLDx7ewy/3e62f1da7769d75e65e8403264675383/Gen_Z_Employee_-_interpersonal_relationships.png)

## 5. Building a Diverse and Inclusive Company Culture

I’ve already mentioned that Gen Z is less motivated by money. They’re highly socially conscious. They don’t accept traditional gender roles. Instead, they will eagerly fight for racial and sexual differences.

[Statistics say](https://www.prnewswire.com/news-releases/failure-drives-innovation-according-to-ey-survey-on-gen-z-300714436.html) that 63% of Gen Z employees believe that it’s important to work with people with different education and skill levels. A great majority of them also believes that creating culturally diverse teams is also a key element to a successful team. 

These are all characteristics that will help you boost your company culture and position yourself as a socially conscious employer brand. Most importantly, a diverse team would also help you improve top talent retention. For example, did you know that [69% of Millennials claim](https://www2.deloitte.com/content/dam/Deloitte/global/Documents/About-Deloitte/gx-2018-millennial-survey-report.pdf) that they would stay at a diverse company for more than 5 years?

![Gen Z Employee - diverse and inclusive](//images.ctfassets.net/6g4s9n00xmsl/3immeV1Ed8BKPZGvH5bfJx/ecf220ae48ae57bfad517960c021ae1e/Gen_Z_Employee_-_diverse_and_inclusive.png)

## Are You Ready to Hire Gen Z Talent?

Legions of Gen Z employees are entering the workplace. And, if not hiring them, you will soon lose a competitive advantage.
When recruiting and managing Gen Z’ers, it’s important to get to know them. Understand what they want – what their needs and values are. This is the only way to approach them properly and use their fresh insights to give your company a boost. 

And, I hope these insights may serve as a solid starting point.

### About the Author

__Jacob Wilson__ is a business consultant, and an organizational psychologist, based in Brisbane. Passionate about marketing, social networks, and business in general. In his spare time, he writes a lot about new business strategies and digital marketing for [Bizzmark blog](https://bizzmarkblog.com).

Find out why you need talented generation Z in your business, what are their values and how to manage them here.

Jacob Wilson

Posts

How Important Is Company Culture If We Want to Develop a Great Brand?

How to Motivate Employees in 2020

5 Reasons Why You Need a Talented Gen Z Employee in the Workplace

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How Important Is Company Culture If We Want to Develop a Great Brand?

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5 Reasons Why You Need a Talented Gen Z Employee in the Workplace

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