Disruptor Aims to Bridge Gap between Brand Promise and Workforce Actions.
An alarming 67% of the Australian workforce quietly quit their jobs last year. This has contributed to a staggering cost of US$8.8 trillion (AU$13.76 trillion) to the global economy due to low employee engagement. This concerning statistic emphasises the pressing need for organisations to evolve their workplace practices, not only to engage talent more effectively but also to strengthen market perception.
What began as an internet trend, quietly quitting has now led to a cultural shift of employees who feel disconnected from their roles and the broader aspirations of the organisations in which they work. From decreased productivity and a lack of initiative, they can also impact the motivation and engagement levels of their colleagues, creating a ripple effect that can be challenging for organisations to overcome.
Recognising this critical issue, Brand Rebellion, a brand and workforce consultancy, has released Brandforce, an innovative 6-month program crafted to address and reverse the challenge of employee disengagement. At its core, Brandforce aims to intertwine an organisation’s purpose with its workforce, establishing a united front of brand ambassadors.
Bryden Campbell, the Founder and Managing Director of Brand Rebellion, explains “A significant portion of the Australian workforce feels detached, and there’s a glaring disconnect between an organisation’s brand promise and the actions of its workforce.
Brandforce is more than just employer branding, it is about employees intimately knowing the brand story, understanding why their work matters and everyone working from the same playbook.”
Today’s workplace is more than just a site of employment. It represents a space where employees crave fulfilling experiences and genuine connections. They seek empowerment and support. Yet, the challenge of disengagement, often rooted in muddled strategies, outdated support systems, and wavering commitment to employee autonomy, casts a long shadow on both company productivity and employee contentment. Brandforce, with its tailor-made bootcamps spread across half a year, offers organisations a clear blueprint to align their ethos, resources and vision.
Over the course of 6 months, this highly interactive program will guide select organisations on an accelerated approach, strategically aligning their purpose and people, and creating inclusivity, pride and a pathway to activate ambassadors from the inside out.
The overarching vision of Brandforce is to turn traditional workforces into cohesive ‘Brandforces’. The ultimate outcome of organisations leveraging the program will be the elevation of their workforce into brand ambassadors, unifying their team through a shared playbook.
This transformation not only seeks to counteract the decline in employee engagement but is also positioned to boost market perception, making organisations more resilient, adaptive and successful in today’s ever-evolving work landscape.
Applications for the 2024 cohort to formally open on 12 October 2023, see Brandforce for more information.
Sources
Gallup State of the Global Workplace Report 2023
67% of the Australian workforce is not engaged at work (quiet quitting) – vs global average of 59%.
Gallup State of the Global Workplace Report 2023
Disengaged employees cost the global economy US$8.8 trillion (AU$13.76 trillion) last year – 9% of the world GDP.
