Interview with Andre Thomas on building an employer brand

How has the field of people strategy and employee experience changed over the last two decades?

Andre shared that his career began in an employer-dominated market where companies had the upper hand in recruitment. Over time, he has observed a significant shift, spurred by global movements like Black Lives Matter and events like the COVID-19 pandemic. These factors heightened awareness of diversity, equity, and inclusion and fundamentally changed the way people view work.

“COVID really hit the reset button,” Andre explained. “It gave people the freedom to work remotely, which many had been wanting for years. Now, organisations are more open to flexible work models, which in turn supports a more inclusive environment.”

How do you go about embedding values within a company’s culture?

According to Andre, values aren’t just words on a wall; they need to be integrated into daily behaviours. This starts with rewarding behaviours that align with the company’s core values and setting clear expectations for interaction within teams.

“Embedding values go beyond initial orientation. They should influence who you hire and promote,” he says. “It’s about looking for people who resonate with your organisation’s ethos, not just those who excel technically.”

How does employee experience impact employer branding?

Andre stresses the importance of perception: “Perception is reality. Managers may think a workplace is great, but if employees don’t share that view, it’s a problem.” In today’s digital world, reviews on platforms like Glassdoor make employees’ opinions highly visible to prospective talent. Companies that listen to employee feedback and foster a positive experience are far more likely to attract quality applicants.

What are the critical steps for companies going through restructuring or acquisitions?

Andre explains that effective communication is the cornerstone of a successful merger or acquisition, but it’s often overlooked. He noted, “Employees want to know how changes will impact their jobs and reporting lines. Communication has to be consistent and transparent. This is often where M&As fail, especially when cultural due diligence is ignored.”

What emerging trends should companies prepare for in employer branding and culture?

Andre highlighted the rise of consulting model law firms, especially in sectors like legal, where professionals now have the option to work independently and earn a higher percentage of their billing. This trend challenges traditional firms to offer more than just financial incentives; they need to provide a compelling work culture that fosters camaraderie and team spirit.

As the conversation wrapped up, Andre emphasised that while compensation is important, it’s not the only factor that matters. “People want to work in an environment they love, with people they enjoy working with, where they can thrive.”

Watch the video here.

A big thank you to Andre Thomas for contributing to our series of interviews with industry experts.