Why Brand Image Hinges on Employee Wellbeing: The Case for Mental Health Support In the Workplace

Key Takeaways

• Mental health initiatives are crucial for attracting and retaining talent.
• A positive brand image requires inclusivity, flexibility, and employee well-being.
• Companies ignoring mental health face high turnover, productivity loss, and damage to their reputation.
• Forward-thinking brands prioritize mental health support, work-life balance, and open communication to support mental health.

To thrive in today’s fast-paced, ever-evolving market, businesses must prioritize more than just profit margins – they must prioritize people.

The modern workforce expects inclusivity, flexibility, and mental health support, and brands that fail to meet these expectations risk tarnishing their image and losing market share. Employee well-being has become the cornerstone of a successful corporate identity, where mental health initiatives, open communication, and work-life balance define not only employee satisfaction but long-term business success.

How Employee Wellbeing Became the New Face of Brand Image

It’s hard to pinpoint when and how employee well-being became the new face of the corporate world. However, the mid-2010s seems to be a good place to start, and change certainly did not begin in the boardroom.

This period coincided with the rise of a more socially conscious group of consumers focused on social justice, eco-friendliness, and diversity. All of a sudden, companies had to prioritize social responsibility alongside profits.

Major brands worldwide leaned heavily into promoting diversity, inclusion, and mental health as part of their brand image to appeal to this new class of socially conscious consumers.

The coming of age of millennials and the transparency of social media also played a significant role. This generation prioritized mental health support, work-life balance, and a purpose-driven work environment over dated corporate ideas like loyalty over personal well-being or a top-heavy management style.

Perhaps the COVID-19 pandemic was the last nail in the coffin, bringing mental health and hybrid work into the public zeitgeist.

Eventually, it was obvious the shortcomings of the outdated myth of “corporate culture” had been exposed. Brands now had to adapt rapidly or risk losing both talent and customers.

The Failure of the Myth of “Corporate Culture”

Corporate culture gained popularity in the 1980s as an attempt to improve efficiency and company productivity by creating a shared company vision and value system.

While it did achieve some successes – attracting top talent, enhancing employee engagement, and promoting innovation – it often failed to adequately address the challenges of toxic work environments and a lack of transparency endemic to the corporate world.

Recognizing these limitations, forward-thinking brands began redefining corporate culture, focusing on inclusivity, flexibility, and work-life balance.

The tech boom of the early 2000s and 2010s saw startups and tech companies like Google, Netflix, and Airbnb move away from the prevailing cult-like model of conformity and instead foster cultures centered around employee-centric principles that emphasize work-life balance and mental health support.

Though not perfect, it was a major step towards directly prioritizing employee well-being – even if the underlying goal was still to attract and retain the best talent and reduce employee burnout.

Counting the Cost

Eventually, corporate boardrooms were forced to admit that ignoring mental health initiatives in the workplace contributed to higher employee burnout and turnover rates – both of which undermined long-term productivity.

According to research from the Harvard Business Review, workplace stress costs the United States economy between $125 billion to $190 billion in healthcare expenses annually. Gallup estimates that employee turnover costs a company approximately 50% to 200% of an employee’s annual salary, depending on their role.

Aside from the monetary costs, the losses in skill and institutional knowledge are immeasurable. This is especially true in areas where sustained high performance, specialized expertise, or efficient employee dynamics are critical to the organization’s success like healthcare, tech, finance, and customer service.

These industries feel the ripple effect of high turnover and burnout more intensely, leaving remaining employees overburdened and organizations struggling to maintain service quality.

How Brands Can Promote Employee Wellbeing Through Mental Health Support

• Offer comprehensive mental health support. Many employee-centric brands now provide employees with access to counseling, private rehab options, and mental health resources, including Employee Assistance Programs (EAPs).

A great example is Pinterest’s “Pinside Out” program, an internal community created to host wellness workshops and serve as a platform for employees to discuss mental health issues in a safe environment.

• Provide career development and growth opportunities. Investing in training, upskilling, and career advancement opportunities to improve job satisfaction and reduce stress related to career stagnation.
• Create a culture of open communication. Encouraging open dialogue about mental health and wellbeing without stigma or judgment, empowering employees to seek help when needed.
• Promote work-life balance. Offer flexible working hours, remote work options, or additional paid time off to prevent burnout and help employees manage their personal lives.

Companies like Microsoft are championing the push for remote work and flexible working schedules. The tech giant researched extensively into the effects of remote work on employee well-being and how it could represent the largest shift in work culture since the Industrial Revolution.

• Implement wellness programs as a part of corporate culture. Introduce physical wellness initiatives such as gym memberships, yoga classes, mindfulness workshops, and fitness challenges.

Google’s “gPause” initiative encourages employees to take regular breaks for mindfulness and mental well-being, fostering a culture where mental health is prioritized and openly discussed.

• Offer paid mental health days. Allow employees to take dedicated mental health days to recharge and focus on their well-being without needing to use vacation or sick days.

RingCentral offers its employees “CaRing Days” – an extra paid holiday and extended weekend off every quarter to unplug and spend time doing things they love.

• Foster an inclusive and supportive work environment. Promote diversity, equity, and inclusion in the workplace, ensuring employees feel valued and supported regardless of their background.
• Encourage employee autonomy. Give employees control over how they manage their tasks and responsibilities, empowering them to work in ways that best suit their mental and physical health.
• Recognize and reward employee efforts. Implement regular recognition programs, shoutouts, and rewards to show appreciation for employees’ hard work, boosting morale and mental health.

At Disney, employees can receive Legacy Awards, which recognize outstanding employees across various parks and offices. Winners receive a special pin, a cash bonus, and are celebrated at award ceremonies.

Final Thoughts

In today’s competitive landscape, prioritizing employee well-being –  particularly mental health –  is no longer optional. Companies that create environments fostering wellness, inclusivity, and work-life balance are not only boosting productivity and reducing turnover but also enhancing their brand reputation.

By building a workplace culture centered around mental health and inclusivity, brands can attract and retain top talent while setting themselves apart in a socially conscious marketplace, ultimately paving the way for sustained success.