When brand trumps culture in the workplace

What do Apple, Sony, Facebook, the Parliament of Australia and Google have in common? They are powerful brands that have all seen themselves in the headlines for harassment, bullying and discrimination within the workplace.

Sadly I could add many more to this list of organisations that have invested in cultivating the perception of their brand rather than their workplace culture.

A great brand score is not always reflected in its workplace culture. Poor or toxic workplace cultures have dire consequences and significantly cost employers. Employees who report high levels of toxic behaviour at work are eight times more likely to report burnout symptoms. Those experiencing burnout are six times more likely to quit their job in the short term.

Many of the organisations mentioned have publicly stated they are making amends and intend to fix cultural issues. Rarely do they detail how and when they will do this.

Up until the last couple of years, they’ve been able to use their brand as a trump card. Despite the claims, court cases and news coverage, people still want to work there because the brand looks good on their CV.

But slowly, the tide is turning. With sites like Glassdoor and HerWerk—specifically aimed at women- an organisation’s inner workings are being revealed. I have also heard of recruiters not touching candidates with certain well-known employers on their resumes because that brand is seen as negative within industry circles even when the public perception isn’t so.

This is something employers need to be hyper-aware of, especially as many are reporting they are struggling to fill vacancies.

So how can organisations ensure their culture is as important as their brand perception?

It starts at the top
Leadership must be fully invested and on board with creating a strong and healthy workplace culture because it flows from the top. Behaving with integrity, emotional intelligence and being willing to quickly make hard decisions that remove toxic personalities.

Empower HR
HR’s role has expanded dramatically since 2020, with employee well-being and mental health being top of the list. Yet most are drastically unequipped to deal with this. Invest in training your people and creating policies that empower them to manage conflict and other difficult workplace situations.

Ask people how you are doing
Feedback is one of your most valuable tools for crafting a culture that works. Regularly ask for your staff’s perspective and opinions in one-on-ones, larger meetings, pulse checks and culture reviews. Show them you are listening and taking action based on what you’re hearing.

If you’re wondering if you have a toxic workplace or want help creating a culture to be proud of, book an obligation-free appointment.