In today’s job market, attracting and retaining skilled talent is crucial across all industries, especially in hospitality. Gallup research shows that empowered teams deliver 20% higher customer satisfaction, proving the powerful link between employee engagement and business success. As Simon Sinek says, “A customer will never love a company until the employees love it first.” Transforming staff into brand ambassadors who genuinely embody company values builds both loyalty and long-term growth.

What is the Value of Employer Branding?

A strong employer brand not only attracts quality candidates but also fosters purpose and commitment among existing staff. Gallup’s recent data on U.S. employee engagement—up to 32% in Q2 2024—indicates progress in a post-pandemic landscape where engagement is key to retention and performance. This is especially true in hospitality, where every employee interaction shapes the customer experience. DJ Rijks, founder of Haati, notes, “In an industry with high turnover, focusing on employer branding can make all the difference. It’s about attracting and retaining people who align with your company’s mission.”

How Do Companies Like CitizenM and Mazda Get Employer Branding Right?

CitizenM: A standout example of impactful employer branding, CitizenM, in collaboration with Start Reverse, has transformed customer experience by aligning its workforce through innovative onboarding and training. By fostering a team of ambassadors, CitizenM has set a new standard, demonstrating that investing in people pays off in service excellence and customer loyalty, resulting in an award-winning customer experience.

Picture from https://www.citizenm.com/

Mazda: Mazda has cultivated a brand-driven culture that reflects the spirit of innovation and commitment to quality in every employee. Through Start Reverse's transformative blueprint workshop and leadership journeys, Mazda has empowered employees to embody core company values, achieving strong brand alignment. This internal alignment has contributed significantly to improved customer satisfaction and an impressive 30% year-on-year growth in sales, showcasing the value of an employer brand strategy that connects employee

roles to the company’s purpose.

Learn more about Start Reverse’s transformative solutions here.

Pics by Start Reverse @Mazda

What Steps Can Transform Employees into Brand Ambassadors?

Define and Communicate the “Why”
Employees need to understand the company’s purpose beyond profit. Showing how their work aligns with a shared mission cultivates loyalty and engagement.

Onboarding: Setting the Right Foundations
Onboarding is vital, especially in hospitality. DJ Rijks emphasizes, “Onboarding is where you turn a job into a journey.” Using engaging videos to convey the brand’s purpose and values can help employees connect with the mission quickly.

Training Beyond the Basics
Beyond functional training, emphasize soft skills like empathy and brand personality, essential for creating memorable customer interactions that resonate with guests.

Empowering Employees
Interactive onboarding—through role-plays, scenarios, and video simulations—helps employees make confident, on-brand decisions, enhancing customer satisfaction.

Recognize and Celebrate Success
Public recognition and feedback loops create a culture of appreciation, motivating employees to engage fully and deliver high performance.

Leverage Data and Feedback
Using engagement surveys and feedback tools allows companies to monitor satisfaction, identify improvement areas, and sustain alignment with employee growth and satisfaction.

What’s the ROI of Employer Branding?

Transforming employees into brand ambassadors is not only a staffing solution but a measurable driver of ROI. Gallup reports that empowered teams increase customer satisfaction by up to 20%, highlighting how a strong employer brand benefits both the guest experience and business success. When employees love what they do, customers feel it too, creating a loyalty cycle that drives growth and profitability.

If your company is interested in a session with DJ and Mike to explore strategies for enhancing employee branding, don’t hesitate to reach out. Their expertise can help businesses align purpose, culture, and engagement, setting a strong foundation for long-term success.

Author Bios:

  • Mike Richters is the agency leader of Kingscom Worldwide, a full-service branding and marketing agency specializing in creating compelling brand strategies, engaging content, and innovative marketing solutions.
  • DJ Rijks is Associate Founder of Start Reverse, and the founder of Haati, a company focused on empathic leadership solutions with extensive experience in transforming HR practices across the hospitality sector,