INSIDE by TBWA: The Nexus Between Employee Experience and Business Growth

The modern brand is a composite of various elements, from the external facade represented by marketing campaigns and public relations, to the internal environment shaped by culture, values, and most importantly, the employees. As brands evolve to embrace the symbiotic relationship between their internal and external worlds, there’s a glaring need for initiatives that enhance the employee experience. It’s a thread that is often overlooked yet pulsates with potential. While much is said about consumer-centric branding and outwards marketing strategies, there are the beginnings of subtle revolution brewing in the heart of organisations. As the lines between external branding and internal culture blur, the implications of employee experience become undeniable. Employees are no longer mere cogs in a machine, they are brand ambassadors, the storytellers, and the true bearers of a company’s legacy.

In such an evolving scenario, businesses are wondering how they can tap into this reservoir of potential. TBWA\Dublin's initiative, ‘INSIDE’, is poised to lead this exploration - unlocking the pivotal role employees play in driving brand success.

Genesis

“The future of brand success heavily leans on employee experience,” Deirdre observes. But this revelation isn’t plucked out of thin air. How employees perceive their workplace, roles and their brand has direct repercussions on business growth. “We found there was a renewed focus from our marketing clients on the employee experience and its impact on a brand.” This was further amplified by the significant research from FORRESTER highlighting that almost half of marketing leaders are strategising to enhance employee experience in the foreseeable future. All roads were pointing in the same direction, “it was the right time” says Deirdre, “launching INSIDE by TBWA\ was an obvious way to help our clients unlock this growth driver.”

TBWA\ enlisted Kalle Ryan to bring the idea to life. And there couldn’t be a better man for the job. Improving employee experience is something he has a natural passion for. During his 15+ years at Google and Meta, Kalle not only observed but actively contributed to shaping the employee experience. Beginning in internal communications, his roles morphed due to his own passion and the flexible nature of the organisations. This led to unique employee experience events like ‘The Googliest Week Ever’ and “wildly ambitious experiments” such as establishing the Cloud 9 innovation space in Google’s EMEA HQ. Guided by mentors and industry giants such as John Herlihy and Sheryl Sandberg, Kalle grasped the essence of leadership from both an executive and employee viewpoint, emphasising transparency and authenticity. His leadership approach is a combination of these experiences. At INSIDE by TBWA\, Kalle hopes that by leveraging this dual perspective, they will be able to address the fragmented aspects of clients’ employee experiences to create a cohesive strategy. “Our mission is simple: Clarify, Simplify, Amplify” he says.

Data Wins Arguments

All of the evidence suggests a supercharge of revenue when a spotlight is put on employee experience. While it sounds like a long-game strategy, the results are too compelling to ignore. “At Meta, we used to say ‘Data wins arguments’ and there’s mounting research evidence that shows better financial outcomes when you invest in employee experience.” Gallup’s findings are striking: teams who are more engaged see a 21% increase in company profitability and a 20% sales uplift. Dive into the Qualtrics’ report and you’ll discover that companies that lead in customer experience retain employees who are 1.5 times more engaged. What’s more, says Kalle, Jacob Morgan’s book, ‘The Employee Experience Advantage,’ drops a fascinating tidbit: companies prioritising their employee experience are getting major applause, often being cited on coveted lists like Glassdoor’s ‘Best Places to Work’.

These points are solidified by the research of Harvard Business Review, which highlights that the top 25% of companies, ranked by employee experience, not only double sales revenue, but also see a return on assets that’s threefold. Heavyweights like PC, Deloitte and Willis Towers Watson are all on the same page - with Deloitte revealing that this focus could multiply profits by four.

Kalle points out, “While all these statistics weave a compelling story, it’s critical to remember that while there’s a clear correlation, it doesn’t necessarily always indicate causation.” He explains however, that the consistent pattern across the research strongly suggests a clear link between investing in employee experience and achieving positive business results.

For Deirdre, she knows TBWA\ is fit for this task. Using Disruption® to craft world-class brands is their bread and butter. “INSIDE by TBWA\ has a vision to bring a dedicated employee experience offering through carefully crafted strategic communications, cutting edge creative and industry leading insights, to help clients unlock this growth driver.” She’s certain it’ll help bring their brand vision to life whilst elevating their business transformation from the inside out.” Tackling employee experience resonates deeply with TBWA\’s broader creative ambitions. They’ve always championed the comprehensive brand experience, which extends beyond mere external communications. INSIDE is an embodiment of this ethos. It’s not only about creating a brand, but ensuring that it resonates both internally and externally. Kalle agrees that this is what the offering should look like, seeing it as an opportunity to “bring brand promise to life”.

Tackling Modern Roadblocks

The pandemic has been one factor that has expedited things in this arena. Kalle explains that many companies have historically relied on internal communications to handle different parts of the employee experience - everything ended up on the desk of internal comms to solve. The arrival of the pandemic meant a realisation that the elements that build up employee experience should be brought more formally under the same umbrella - “it’s been a catalyst for a broader re-evaluation of the employee journey” he tells us. “The stresses induced by the pandemic transcended beyond professional boundaries, prompting organisations to not just offer support but to prioritise well-being as a core company value.” The call for a balanced work/life dynamic, coupled with unparalleled flexibility and an emphasis on overall well-being means that businesses are being challenged to align with these values. “Our role is to connect the dots more clearly by clarifying, simplifying and amplifying the best parts of the employee experience” says Kalle.

For Deirdre and Kalle, the secret to success lies in recognising that each employee’s experience is unique. For a company to truly thrive, it needs to be tuned in, flexible, and quick to adjust, explains Kalle. “By doing so, businesses are better positioned to offer a rewarding and supportive environment for all team members, no matter where they’re logging in from.”

Navigating the new norm of remote and blended work is no easy feat, but agility is an absolute must, quickly followed by communication. Inclusivity needs to be a cornerstone in the remote arena too - whether your team is in the office or on the sofa, integration of virtual events and check-ins, upheld by consistency is key. He believes aligning every department under a shared north star will give employees a sense of purpose, maximising their engagement.

The Heartbeat of the Brand

I asked Kalle and Deirdre separately what they were most excited about in relation to the launch of INSIDE. They articulated visions that perfectly complemented one another - it felt like a real illustration of the power of collaborative efforts. Kalle, deeply passionate about company culture and employee experience, sees INSIDE by TBWA\ as a monumental opportunity to disrupt these areas that have long been his passion. He’s invigorated by the chance to “make a material difference to people’s everyday working lives.” Meanwhile, Deirdre highlights the transformative power INSIDE can bring to a company’s work environment. She’s thrilled about the capability to extend the impact of marketing departments by “elevating the employee experience from an expected not-fit-for purpose list of perks, to building a shared purpose.”

INSIDE by TBWA\ feels like something we have never experienced before. It isn’t just another offering; it’s a paradigm shift, emphasising that the health of a brand cannot be decoupled from the well-being of its employees. As businesses search for a competitive edge, the wisdom and intentional foresight shown by TBWA\ through INSIDE suggests that the real trailblazers will be those that recognise their employees not merely as a workforce, but at the heartbeat of their brand.