Why is it that some businesses struggle to recruit, and others have hundreds of applicants for every job vacancy?
How is it that some brands invoke zealot-like enthusiasm in their employees, while others evoke a lacklustre indifference? And what are certain organisations doing to generate enviable productivity levels, whilst others lag? The answer is that employees bring a brand to life, and the most successful brands build their strength from the inside out
The current state of workplace engagement
Gallup’s ‘State of the Global Workplace Report’ reveals that only 20% of UK employees engage fully with their work. Gallup reports that low engagement costs the world economy approximately $10 trillion in lost productivity, or 9% of GDP. As one might expect, career opportunities, recognition, remuneration and management style all play their part in improving employee motivation. Still, alignment with the brand is also a core driver of engagement.
Drivers of employee motivation
Gallup Chairman Jim Clifton summarises what we need to do to increase productivity: “Move the world’s workplace mission from paycheck to purpose. Of course, all employees need fair pay. But they are now driven more than ever by mission and purpose and require a workplace culture that delivers it.“
Moving from paycheck to purpose
The idea that a ‘brand’ is just a marketing veneer around an organisation that communicates with its audience is no longer valid. Successful brands are powered from the inside and have a culture that guides everything that an organisation thinks, says and does. We need to recognise that all employees play a role in bringing the brand to life.
When they do, the result is the creation of a ‘virtuous circle’. Engaged employees create an authentic brand and better customer experience. Authentic brands attract devoted customers who inspire employees. As the report also indicates, when organisations successfully engage both customers and employees, they experience a 240% boost in performance-related business outcomes.
So, what are some of the key elements of engagement?
Inspire with a higher purpose
Individuals want to be part of a shared vision. Millennials increasingly ask, what is my company doing that’s meaningful, and what’s my role in it? Meaning has become a catalyst for creating engaged employees. A shared purpose helps break down internal silos, increase collaboration and improve productivity.
Build and share the roadmap
An ambitious vision of what the brand will become is a powerful tool for inspiring a team. Just as a ladder needs rungs, a vision needs tangible milestones. Financial benchmarks may matter to management, but they are not part of a brand vision. Focus on other goals, such as “We will be successful when… we get a thousand followers… we open our 100th outlet… we become the industry standard…”
Walk the talk
For brands to be believable, they must be authentic. If employees don’t believe that the purpose or values are true and legitimate, there is no way they will be communicated to consumers. It goes without saying that management must be a paragon in this respect and lead by example. A brand compass document is a perfect way to simplify the key truths and align brand values with real-life actions.
Teach, learn and empower
Brand induction should be a starting point, not a one-off exercise. Employees need to understand the brand promise and their role in delivering it. Ongoing communication, training, resources and decision-making authority help turn that promise into consistent behaviour. Deloitte’s 2026 Gen Z and Millennial Survey reinforces the importance of continuous development, finding that these generations increasingly prioritise skills, stability and wellbeing at work.
Brand engagement is not just the domain of household names and blue-chip companies. Any business that wants to get the most from its human capital can benefit. Consider Innocent Drinks: it started with three people and grew because of an inspired, purpose-driven team. This created a culture that is self-evident in its approach to business and demonstrates how employees bring a brand to life.
