The grass isn't always greener.

Fostering employee loyalty by creating a strong, inclusive company culture.

If the “great resignation” has shown us anything, it’s that job seekers have more influence on the hiring process than ever before. While there are signs that things are starting to level out a bit, there is still the belief that a higher level of influence will remain to some degree. And a strong, inclusive company culture will become even more important – potentially a true competitive advantage.

That’s a great sentiment if you’re hiring – and hopefully, you are – but what about the high-performing employees that you already have? How do you keep them engaged? Believe it or not, the answer is the same.

A strong, inclusive company culture will also help to increase employee loyalty and address the phenomenon newly coined “quiet quitting.” According to recently released research by Gallup, “ ‘Quiet quitters’ make up at least 50% of the U.S. workforce—probably more.” While this isn’t actually a new concept (we’re defining quiet quitting as employees treating their job as only a job rather than a career), it is a concept that growing companies don’t have time for – and frankly can’t afford.

Gone (or at least limited) are the days when the working parent with 10+ years under their belt and the 20-something go-getter came together around the water cooler to swap stories or break down the latest episode of a hit TV show. Remote and hybrid working environments are here to stay, no matter how much companies try to force their employees back into the office.

So how do you create a strong, inclusive company culture? Here are three key steps to follow.

1 – Define Your Brand Promise…To Your Employees

You have one for your customers, and with most states being employment at will, aren’t your employees like customers in a way? There are many reasons that employees are drawn to a company, and culture may now always be the first, although it is rising up that list. Even if it’s not initially what initially drew them to you, it certainly helps drive their loyalty.

Every smart business person knows that retaining customers is more cost-effective than finding new ones. Hence the importance of developing that strong relationship with your customers, and a value proposition that keeps them coming back again-and-again.

The same is true for your employees, especially in a competitive job market. Give your employees a mission that they can stand behind. One that brings them together, inspiring them to work toward a common goal. Implement policies that make them feel like the integral part of your company they are.

2 – Listen, Acknowledge, Consider

Yes, you’re running a business. No, you don’t need to do or give in to everything your employees want. But…you should actively listen to both their ideas and concerns.

Acknowledge how they feel, even if you can’t fully alleviate their pain points. Thank them for their feedback. Then go one step further – consider how you might incorporate their ideas or solve their issue in a way that could make your company stronger.

When making changes – and you will make changes as your business grows – get your employees to buy into those changes, as you will need their help to execute successfully. If your employees feel like part of the decision-making process, they’ll likely be more eager to help implement the changes. It’s not practical, nor recommended to make all decisions by committee, but rather listen, acknowledge those who agree with you and those who disagree, and genuinely consider all feedback.

Your employees will feel validated, and you’ll strengthen your relationship with them, even if their idea isn’t used or their issue isn’t resolved 100%. Plus, you never know how those conversations could help you in the future. Something said today might even help you to accelerate the company’s growth trajectory.

3 – Empower Your People

The idea of empowering your employees dovetails making them feel included, important, and validated. You know what types of employees you need to continue successful, sustained growth. You also know that there are a variety of reasons they could be driven to do their best work for you. Empowered employees will be loyal employees. And loyal employees are your best brand ambassadors.

Ultimately, creating a strong, inclusive company culture is a win for everyone – your employees, your customers, and most importantly your business.