Building workplace hospitality into your brand strategy

Brands matter to companies — whether consumer brands or employer brands. They know that establishing a strong, well-recognized reputation for delivering value matters. Workplace hospitality can be a big part of any organization’s brand strategy, for connecting effectively with customers and prospective customers, and employees and prospective employers.

In this second blog of our three-part series we take a look at the challenges companies can face in building a strong brand and achieving their diversity, equity, and inclusion (DEI) goals, and how workplace hospitality can help.  

Companies concerned about their brand reputations

Think of a brand that you really love. Now think about a brand that’s not so great within the same category. That dichotomy represents the same positioning that your company has in the minds of both your consumer and employee audiences.

Your brand is built based on the interactions employees and guests have with you — including the experiences they have while on-site. Providing an on-site experience that’s a step above your competitors can elevate your brand in the eyes of both employees and visitors. Over time you come to be known for that positive experience and how it makes people feel.

A branded workplace creates cohesion and reinforces your company values, culture, and mission. That, in turn, has a positive impact on morale, productivity, and your overall brand impression. A strong brand drives bottom-line results and keeps employees engaged and on board.

Branded live, work, and play places are on the rise — making it more important than ever that spaces reflect the brand they represent. This can be demonstrated by brand-building activities taking place in industries like technology, hospitality, and even the automobile industry. In the UK, Circles has implemented a hospitality program for a British multinational pharma and biotech company, to delight both visitors and employees. From personalized welcomes and an opportunity to stop in an on-site concierge desk for assistance with everything from vacation planning to finding a great restaurant, to help with buying gifts for last minute needs or forgotten requests, to a wide range of other amenities, they’re making sure that every interaction is an experience.

In the workplace, creating a branded environment is equally impactful. Personalizing the experience to employee and guest preferences make employees and guests feel valued while strengthening the brand perception.

Attention to creating strong brand experiences helps to champion company culture. Those who experience the environment — whether employees or guests — share their positive experiences with others, strengthening the brand.

Workplace hospitality also helps integrate the local community into the employee experience. For instance, offering employees amenities and discounts from local, regional and national partners that support the brand, eliminates the need of having to leave work to complete daily tasks. These efforts also serve to support local businesses — it’s a win-win-win for companies, employees, and the local community.

Companies committed to DEI

Corporate brands today are significantly impacted by the approach they take to diversity, equity, and inclusion (DEI). Because DEI is important to both consumers and employees, they expect the companies they do business with and work for to recognize and value individuals, their differences and their inputs.

Failing to build community and cohesion in the workplace can lead to a culture that is siloed where people do not feel included or involved. Employee surveys show that a lack of a sense of belonging and an environment where employees don’t feel free to speak freely for fear of repercussions leads to a psychologically unsafe environment. That kind of environment doesn’t contribute to engagement, or a positive workplace experience.

A company with clear values and a mission that encompasses a commitment to supporting DEI can leverage hospitality services to make everyone feel welcomed, enjoy a sense of belonging, and thrive in a culture that conveys a strong sense of community and connection. Workplace hospitality builds community by bringing people together in an environment that is supportive and inclusive.

Hospitality services can play an important role here, making everyone feel welcomed, connecting people, and giving them a strong sense of belonging. Workplace hospitality acknowledges that employees are different and have different needs and delivers hospitality experiences that are personalized to address those differences.

Workplace hospitality efforts can build community by bringing people together to enjoy amenities and events that can boost understanding and build relationships. For example:

• Amenities that recognize and appeal to the diverse needs among employees and drive inclusion like prayer rooms or nursing mother spaces. These types of amenities demonstrate a brand’s commitment to inclusivity and diversity.
• Accessibility features to ensure that spaces are accessible to all visitors, regardless of their physical abilities.
• Cultural celebration events that recognize various holidays and traditions and showcase the company’s commitment to diversity, educating employees about their’ colleagues’ diverse cultures, and creating a welcoming environment for all.

That’s really just the tip of the iceberg. There are a wide range of workplace hospitality initiatives that companies can undertake to build brand and boost DEI efforts. Our free eBook The Complete Guide to Workplace Hospitality offers additional ideas and how-tos for leveraging the power of workplace hospitality.

Up next in this 3-part series, part three: Integrating workplace hospitality into your business strategy.