Office tenants today are thinking a lot about engagement—but not the diamond rings-and-champagne kind. Rather, companies are seeking ways to keep employees engaged and connected to their work, and for good reason. Engaged employees are 17 percent more productive and are absent 41 percent less than the unengaged, according to Gallup research. As companies seek to create engaging workplaces, building owners are striving to transform humdrum office buildings into engaging communities where the best talent wants to be.
Corporate occupiers are increasingly focused on how the brand experience—inside and outside an individual tenant suite—can help attract and inspire a truly engaged workforce. And “branding” doesn’t just mean logos. Today, workplace branding has become a sophisticated field, as companies actively seek subtle (and not so subtle) ways to express their values and culture in their workplace.
It’s an important distinction because Millennials, more than other generations, seek out companies that cultivate a corporate culture in keeping with their values and interests. They understand that happiness at work is important—and the physical workplace setting can make or break their employee experience.
Organizations are realizing that a thoughtfully branded workplace—along with office locations and common spaces that support that brand—can inspire employees to live out their purpose every day. When executed successfully, a carefully branded office can articulate a clear story about the company for visitors, employees and shareholders alike.
Branding is a factor even when a company is deciding whether to sign a lease, as prospective tenants evaluate whether a building provides the right canvas for their desired workspace. As today’s tenants consider how to infuse their brand into a space, they’re thinking about the following five factors.
Adjusting office layouts to reflect company values
The floor plan of a workplace sends subtle messages to employees about how they are expected to work. For example, an open space with designated areas for collaboration communicates that the company values a collaborative approach to work, while a traditional space with private offices for managers and executives emphasizes the company hierarchy. While current trends favor open spaces, many organizations still find their employees require private offices. Many opt for glass walls because they offer both transparency and privacy.
It’s not just the layout of workstations that tells a story about a company. Some organizations are giving prominence to spaces that communicate what is unique about their culture. For example, at Salvation Army’s Central Territorial Headquarters in Hoffman Estates, a chapel is positioned on the first floor in a direct center axis from the main entrance of the building. The central location underscores The Salvation Army’s values as a faith-based nonprofit organization.