good WHYbrations at the #GREAT BREAKFAST

With brand and culture through the triple transition.

How do I retain and inspire employees between AI, the climate crisis and cultural change?

We addressed this question at the joint Schrankerl breakfast with Great Place to Work®. In her keynote speech, Karin Krobath, Partner at identifire®, showed how employer branding, purpose work and a strong corporate culture provide orientation – especially in turbulent times. And how they satisfy the increasing longing for meaning and a sense of belonging.

Christian Trübenbach, Senior Culture Coach at Great Place to Work®, provided concrete insights into the effect this has on economic performance.

Sun meets weather

But what do the sun and the daily weather have to do with it?

The sun is the fixed star in the company – it stands for a meaningful vision, a clear purpose and an employer brand that delivers what it promises. The weather describes the daily reality in the team: mood, leadership, changes due to AI, but also psychological stress, corporate loneliness or the Great Exhaustion.

This is exactly where it’s needed: Relationship work, leadership at eye level and structures that work in everyday life.

Insight from practice

In the breakfast basket: four practical examples that are encouraging.

For example, MANZ, the legal publishing house that has lived its vision for years and developed into a digital pioneer. Or Safaricom from Kenya – a mobile phone provider that has not only created innovation with Mobile Money, but also social inclusion.

“Leave no one behind” is the vision here – and today it enables millions of people on low incomes to participate financially.

HELLA, the family-owned company from East Tyrol, in turn creates a sunny working atmosphere through strong values. And with its culture sherpas, HILTI shows how excellent corporate culture can be scaled up – all the way to international Best Workplace™ awards.

When culture creates business

In the end, it turns out that those who cleverly combine sun and weather benefit twice over – culturally and economically. Companies with a trusting culture that provides stability even in turbulent times not only score highly in terms of retention and reputation.

According to GPTW, they also achieve significantly higher productivity – with up to 8.5 times the added value per employee compared to average companies.

Great Place To Work calls this the 5R model – a model that shows how an excellent culture leads to excellent performance.