Last week at RecFest, Claire Knights, Chief Marketing Officer at Great Place to Work UK, and Sally Pritchett, CEO of creative communications agency Something Big, spoke passionately about why culture and belonging need to be at the forefront of recruitment and talent acquisition strategies.
The value of workplace culture
An inclusive workplace culture is not just a nice-to-have; it’s a vital component in attracting and retaining top talent. Claire explored the importance of a strong workplace culture in fostering a sense of belonging among employees. This sense of belonging significantly boosts retention rates and makes organisations more appealing to potential candidates.
Claire shared that businesses officially recognised as Certified great workplaces are more likely to attract job applicants, based on a 2023 UK Population Study revealing two-thirds of UK workers saying they'd be more likely to trust and apply to these companies.
A workplace culture that values diversity, equity, inclusion, and belonging attracts a wider range of candidates. This diversity can lead to a more innovative and dynamic workforce, driving long-term success.
But it’s not enough to simply have a diverse workforce.
Organisations must also focus on inclusion to ensure every employee feels they belong.
Claire shared compelling statistics: employees who feel a sense of belonging are far less likely to consider leaving their organisation - only 12% compared to over 50% of those who don’t feel they belong. A strong workplace culture that fosters belonging is a significant differentiator in the job market, helping organisations stand out and attract top talent.
Practical strategies for fostering belonging
Sally shared practical strategies for fostering a sense of belonging, drawing from her experience of leading Something Big (a 2024 UK’s Best Workplace winner) and her work supporting fellow Best Workplaces like DHL Express (ranked among the 2023 World's Best Workplaces). She highlighted three tangible areas organisations can focus on: Fun, Fairness, and Freedom.
- Fun: Engaging in fun activities and events creates bonds among employees, fostering better working relationships and psychological safety. For example, DHL emphasises fun despite having over 600,000 global employees. This requires intentional effort and a vast amount of planning, but significantly contributes to their positive culture.
- Fairness and Freedom: Creating an environment where employees feel safe to be themselves and are treated fairly is essential. At Something Big, psychological safety is discussed from day one during onboarding, and employees are encouraged to share their experiences and suggestions to foster an inclusive environment.
How communications drives a successful culture
Getting communication wrong ruins relationships, starts wars, reduces productivity, and creates toxic or negative cultures. But done well, effective and inclusive communication wins elections, results in strong relationships, creates great places to work, and makes organisations succeed.
Sally outlined four core aspects of making communications support strong workplace cultures:
- Strategic Narrative: Keeping the workforce aligned with the company's vision, mission, and values without overcomplicating the message. Simplify and humanise communications to ensure everyone understands and engages with the strategic priorities.
- Colleague Communication: Go beyond top-down communication, foster peer-to-peer communication and set standards for effective and inclusive communication. Address poor communication habits, such as inappropriate language or tone, to prevent misunderstandings and grievances.
- Humanising Language: Read communications aloud to ensure they sound natural and relatable. Avoid overly complex or robotic language. Simplify messages to engage employees, considering that the average reading age in the UK is nine years old.
- Active Listening: Actively listen to employee feedback and communicate clearly about what actions will be taken. Be transparent about what is possible and what is not. Continually revisit feedback to show that the organisation values employee input and is committed to improvement.
By focusing on these strategies, organisations can create a culture of belonging that not only attracts top talent but also retains and engages employees, driving long-term success.
Empowering workforces through communication
Something Big is passionate about creating fairer, healthier, and happier workforces through inclusive and effective communications. An incredible 96% of their employees say the company is a great place to work – a stark contrast to the UK average of just 54%. Learn more about Something Big's workplace culture and services here.
Image credit: RecFest.com
Belonging & Inclusion
