As businesses continue to evolve, one thing is clear: the connection between brand, culture, and well-being will continue to be the driver of successful people strategies. Traditional workplace incentives are not enough to maintain a positive culture and retain talent. For Carol-Ann, Landor’s Chief People Officer, it’s about building and maintaining a strong workplace culture. This is intrinsically tied to helping employees maintain their general well-being, and fostering feelings of inclusivity and belonging in the workplace. 

“Well-being goes far beyond physical health—it’s about creating an environment where people feel comfortable, valued, and able to bring their true selves to work,” she says.

Landor’s people strategy lies in the concept of ‘relevant difference’. In application, this is all about creating a workplace culture that celebrates individuals for their differences. Employees are encouraged to recognise their unique attributes or skillsets, and build their brands. It’s then about applying this to the company and its role in a relevant way, and this leads to more positive outcomes for our employees and the company. 

In addition to the many initiatives Landor has in place to support this, the agency also has well-being focused initiatives including Mental Health Allies—volunteers trained to support colleagues on a confidential basis – and runs regular pulse surveys to assess employee sentiment so leadership can adjust its strategies to maintain a positive culture. "It’s not just about checking boxes," Carol-Ann notes. “We constantly evaluate and refine our approach to ensure that our people are truly thriving.”

Recognising and celebrating differences

One of the key programs that Landor has implemented to support inclusivity is the peer-nominated Above & Beyond program whereby employees can recognise their peers for outstanding contributions, creativity, or simply being a positive force within the company. “It’s all about celebrating people’s differences and unique talents and showing them that they are appreciated," says Carol-Ann. This program has helped to reinforce a culture of recognition and belonging at Landor, which ultimately feeds into higher levels of engagement and well-being.

Carol-Ann further acknowledges that maintaining a work-life balance is paramount to well-being. With the evolving expectations of employees, particularly younger generations, “salary alone isn’t enough. People want to feel that they are part of a community, that they have the flexibility to balance their work and personal lives.”

To address this, Landor has implemented various policies, including mentor and employee assistance programs, to ensure that employees feel supported both professionally and personally. 

People strategy in a post-Covid world

The COVID-19 pandemic, drastically reshaped leaders’ approach to people strategies, says Carol-Ann. As businesses navigated the unprecedented challenges of remote work and economic uncertainty, general employee well-being also became a more important topic of conversation. 

“Post-COVID, the focus on people’s mental and emotional well-being has been amplified. Employee expectations have shifted significantly—people want more than a paycheque; they want to feel valued, connected, and part of a supportive community,” Carol-Ann reflects.

In response, Carol-Ann double-downed a multi-channel communication strategy to ensure that all employees across Landor’s network of 35 studios, continue to feel informed and connected – whether they’re in the office or remote working. “We have everything from global broadcasts to more intimate sessions like lunch-and-learns, ensuring that everyone, from senior leadership to individual contributors, feels engaged with the company’s goals,” she explains.  "It’s not just about sharing information; it’s about resonating with people on a deeper level and making them feel heard and valued" she continued.

HR as the guardian of culture and well-being

In today’s world, where the lines between brand, culture, and employee well-being are increasingly blurred, HR leaders play a pivotal role in shaping the future of work. 

By celebrating employee’s differences, finding ways to recognise different types of achievement, and establishing initiatives to help maintain employee wellbeing, Landor fosters an open, inclusive, and positive workplace culture. Not only does this cultivate more positive employee experiences, but it also boosts engagement, performance, and overall business success. 

The Future of HR in a dynamic environment

Looking ahead, Carol-Ann recognises HR leaders will continue to face both challenges and opportunities as workplaces evolve, especially with the rise of AI. “AI is going to have a huge impact on the way we work,” she notes. “But instead of viewing it as something that takes away jobs, we should see it as something that will transform the workplace for the better. It will automate tasks but also augment creativity and strategic thinking."

As companies adapt to these changes, Carol-Ann highlights that focusing on employee’s differences will become even more important. “Nurturing and celebrating ‘different’ human-centric talents and skills in an AI enabled workplace will be a cultural differentiator for many companies in attracting and retaining the best talent for the future”.

To hear more HR leaders on transforming Total Rewards into a driver of growth and well-being, join us at TRWC 2024 at Leela Ambience, Gurgaon on November 14.