If people enjoy work, the rest will fall into place - Lessons in Culture
Your brand isn’t just your logo and a two-dimensional design. Your brand is your people - their personalities, their behaviours and actions. From the first greeting with a customer or client to the final farewell, it’s people who breathe life into your brand and create a meaningful human experience.
When you reflect on meals out you’ve had - which do you remember? Do you remember exactly what you ate and drank? Or do you remember the experience and how you felt? I’m pretty sure that even if you’d had some of the most delicious food in your life if the service was bad and if the staff weren’t warm and friendly you’d think twice about going back and if they were grumpy and rude you wouldn’t go back at all - even for the food.
It’s people make the experience - the emotional connection your customers have with a brand.
For all businesses, not just customer-facing ones, your people build your brand. When people enjoy their work, feel genuinely connected with the brand’s purpose and values, and when they feel valued, your brand and your business will thrive. When people love where they work, that energy radiates outward, creating memorable experiences that resonate with customer.
What is culture?
Culture is the invisible thread that binds an organisation’s values, practices, and people, creating a unique experience for both customers and employees. Culture builds a sense of belonging and guides what we do and how we do it.
It’s how your people feel on a Sunday night.
It’s what people say about your when you’re not in the room.
It’s the thing that connects us.
It’s what makes us feel alive
At the Propel Talent & Training conference this week, hospitality businesses large and small came together to explore the concept of culture and how to nurture it.
Ceri Gott is Chief People Officer at award-winning restaurant group Hawksmoor - which has held a place in Best Companies for over 10 years. Gott said
“If your people enjoy work the rest will fall into place.
For her “Culture is a group of talented people creating something special.”
At Hawksmoor, building and nurturing this culture goes beyond policies; it’s about creating a place where kindness, innovation, and individuality thrive. Founders Huw Gott and Will Beckett say:
Everything stands or falls with people. People are at the heart of every business, nowhere more so than in hospitality. At Hawksmoor, every employee understands they’re not just part of a restaurant—they’re part of a bigger story.
Their ambition according to the Hawksmoor 2023 Impact report is to create:
“SOMEWHERE YOU CAN FEEL PROUD TO WORK We want people who work at Hawksmoor, and their families, to feel proud of where they work – of the restaurants themselves, of their co-workers, of the company and of the industry. We work hard to build environments where people feel that way, and encourage them to bring families in (with a discount) to help engender that feeling, especially as this is an industry that parents don’t always wish for for their children; mistakenly in our view'.”
They have embraced this by defining values:
Liberating Kindness
Kindness is at the core of Hawksmoor’s ethos. As much as grand gestures this encompasses small things that make a difference - simple acts of appreciation like a thank you or a friendly hello can transform someone’s day.
Gott said “We recognise that companies that foster kindness not only create a positive workplace but are also more profitable.” Kindness releases oxytocin, the “happy hormone,” which can enhance our immune systems and reduce stress. While negative interactions, such as rudeness or microaggressions, even being a witness to negativity, impacts how much a person can get done in a day and reduces their ability to problem solve.
Be the Change
Hawksmoor recognises that its people are central to innovation. Regular listening and open communication channels help keep ideas fresh and encourage employees to shape the future of the brand. By valuing feedback, they not only improve our services but also empower our staff to take ownership of their roles. The team is what makes Hawksmoor’s culture come alive, with each site’s unique dynamics creating “sub-genres” of the overall brand culture. This practice nurtures a workplace where everyone can contribute to shaping the future.
Every Day’s a School Day
Creating a learning culture where everyone has the opportunity to develop and grow which keeps people in the business, and develop new skills even if they don’t stay. This commitment to learning ensures that every team member feels supported and equipped for success.
You Be You
Diversity and inclusion are more than just buzzwords at Hawksmoor; they are integral to its identity. Co-founder Huw Gott, who was diagnosed with ADHD, openly shares his experiences, encouraging everyone to be their authentic selves. It’s recent staff survey revealed that 97% of employees feel welcomed at Hawksmoor.
The vital role of managers
In recognition of the fact that the number one predictor of how happy someone feels at work is their manager, Hawksmoor is committed to developing leaders who model these standards daily. Managers are recruited for their people skills, and they invest as much time and effort to training managers as much as anything else
Hawksmoor created a new role called ‘Culture GM’. This person looked after the liaison between support teams, operations, and the restaurant teams, ensuring clarity of the organisation’s operational strategy was being delivered in person and across all channels to everyone in the company.
People are your brand
People aren’t just part of your brand; they are your brand. Every interaction with customers and colleagues, every story shared—they’re the lifeblood of your business.
Top Tips for Building a People-Centric Brand
Prioritise Empathy and Kindness
Small gestures and genuine gratitude make a big impact. A culture rooted in understanding, human relationships and kindness is not only supportive but also productive.Encourage Authenticity
Embrace diversity by allowing your team to bring their full selves to work, promoting a culture of openness and acceptance.Invest in Growth and Development
Provide continuous learning opportunities that empower employees to grow, ensuring they feel valued and equipped to succeed.Share stories and celebrate success
Highlight achievements and share stories to foster pride, build camaraderie, and reinforce a culture of recognition and appreciation.Coach leaders to be role models and call them out when they aren’t
Don’t tell people how to behave
Behaviour isn’t black and white - instead suggest boundaries what’s too much what’s not enough.
