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Space branding vs. employer branding: How optimized office space can help HR attract employees

The COVID-19 pandemic and associated lockdowns have forced many companies to switch to remote work. While most things have returned to normal, the relationship between employees and employers is still affected by these changes. In many industries, office managers and HR are looking for ways to convince employees to return to the office full-time or even in a hybrid model. Many people have grown fond of the flexibility and lack of commute that remote work offers, but a properly designed office can help change that, or at least make a trip to the office a few times a week not such a sacrifice. What to do so that over time they will begin to see more and more of the positive aspects of working from an office. Space branding and office personalization companies can play a big role in encouraging employees back to desk-based work.

Most Polish employees (64%) want to work remotely more often when they return to the office. Half would settle for two days of remote work per week, and one in seven would like three days. 44% say their efficiency at home does not decrease. A study by Grafton Recruitment and CBRE found that only 8% of employees do not need remote work, compared to 14% in 2019. The current experience with remote work may affect its popularity in the future, although we still value offices for the opportunity to meet and exchange ideas. Hence the need to adapt office space to new realities.

PROBLEM

The impact of remote working on employer branding and employee engagement

Remote work has introduced new standards that have made it more difficult to maintain strong ties with the company. The office, once a bustling hub of interaction and collaboration, now often stands empty, forcing employers to create strategies to attract employees back.

SOLUTION

space branding as an employer branding tool

Space branding is more than aesthetic signage or a logo on the reception desk. A properly designed and personalized office and the creation of an inspiring and functional workplace has a positive impact on employee perception of the employer and satisfaction.

A 2022 Leesman study found that 82% of employees consider access to well-designed work areas a key factor in their productivity. In places where such amenities were present, satisfaction with the office exceeded 70%.

Space Wizard realization for McCormick Group.

Functional office signage (wayfinding & signage)

  • Clear zone markings: Clearly labeled quiet, creative or relaxation work zones help employees find their way around the space, having a positive impact on their comfort.
  • Directional signage: Practical directions on how to get to the conference room, kitchen or exit minimize confusion, making the office more welcoming.
  • Message boards: Up-to-date information about company events, training or HR announcements builds an atmosphere of engagement and cooperation.

According to the CBRE report, 90% of respondents felt that easy-to-understand and intuitive office signage has a significant impact on workspace satisfaction, reducing the stress of moving around the office.

Space Wizard realization for Sanofi.

Personalized graphics and decorations

  • Company history and values: Graphics depicting the company’s history, mission and values build employees’ sense of belonging to the organization.
  • Relaxation zones: Motivational quotes or images to inspire creativity in relaxation zones can boost morale and encourage people to return to the office.
  • Branding of common spaces: Personalized decorative elements in kitchens, corridors or conference rooms strengthen employees’ identification with the company.

Space Wizard Implementation.

Collaborative and inclusive space

  • Flexible workspaces: Coworking zones or co-working spaces allow teams to collaborate freely.
  • Creative and multimedia rooms: Access to state-of-the-art meeting rooms with advanced technological equipment inspires new ideas.
  • Networking zones: Kitchens, lounges or even terraces can be ideal places for informal meetings and integration between teams.

Enhance office appeal with technology and simple additions

  • Workplace reservation systems: allow employees to remotely reserve seats in the office, increasing work flexibility.
  • Environmental management: automatic control of temperature, lighting or office access increases comfort

According to the McKinsey report, 54% of employees returning to the office expect more flexible working hours and the ability to use technology to facilitate collaboration and time management.

Nowadays, when remote work has become the new norm, the office must offer more than just a place to work. With the right space branding and personalized interiors, the office becomes a space that attracts employees and reinforces the company’s employer branding. Thoughtful signage, personalized graphics and functional work zones create an environment that fosters collaboration, creativity and engagement. This, in turn, translates into a positive employee experience and helps HR departments and office managers convince employees to return to the office.

Learn more about how to adapt your office to the realities of hybrid working
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