“We appreciate our employees” – who hasn’t heard that? This phrase is repeated like a mantra in HR communications and employer branding. Social media posts, company slogans, posters in the kitchen… sound familiar? The problem is that it often ends up being just that.
Meanwhile, appreciation in employer branding is not a campaign or a post on LinkedIn. It’s the daily life, the work culture and the decisions that employees see and feel on their own.
The question is, does your company really appreciate it, or is it just talking about it?
Appreciation is more than a diploma once a year
Why checklists are not enough
Imagine an employee getting a diploma on stage at a company event after a year’s work. A nice gesture? Of course. But if no one noticed his efforts for the remaining 364 days, such a diploma tastes bitter, I guarantee.
Elements of true appreciation
True appreciation:
- is an everyday occurrence, not a once-a-year event,
- is visible and equal, and not reserved for a “select few.”
- is tied to the company’s values, not just the KPI table,
- takes tangible forms – time, money, autonomy, support,
- is tailored to people, not to the catalog of benefits held by the company.
Companies that actually do it well stand out in employer branding. Because instead of saying: “In our company we appreciate,” they show it in activities that become brand storytelling themselves. This affects their image, it also affects employees, who, feeling appreciated, more easily become natural ambassadors for the organization.
Appreciation realistically works – the numbers don’t lie
Talk of appreciation in HR often sounds like “soft” measures that are hard to prove. Meanwhile, studies from around the world show that appreciation is not just about good company climate, but hard business indicators. The numbers make it clear: appreciation really works and has a direct impact on turnover, well-being and employer brand perception.
Less turnover, more loyalty
According to a study by Gallup and Workhuman (2022), strategic and regular recognition reduces the risk of leaving by as much as 45%. This is not a detail – in practice, it means millions of dollars in savings for companies that maintain stable teams instead of investing in continuous recruitment.
Appreciation systems vs turnover
An analysis by the Society for Human Resource Management – SHRM shows thatorganizations with formal appreciation programs record an average 31% lower turnover rate. In other words – it’s not just a nice gesture, but a mechanism that keeps people around longer.
Appreciation vs. well-being
According to the Workhuman (2021) report, more than 70% of employees who feel appreciated report feeling less stressed and more satisfied with their lives. This is further proof that a culture of appreciation doesn’t stop at the office – it realistically affects the quality of life outside of work.
Polish perspective
The data from the HRM Institute’ s survey – “The Power of Appreciation” (2023) – is clear: 99% of employees in Poland believe that appreciation at work is important. The problem? Only 54% actually feel they experience it. This gap is one of the biggest challenges for Polish companies – and at the same time a huge opportunity to build a competitive advantage.
Appreciation thus becomes not a “nice-to-have,” but a currency that has a real impact on retention, engagement and employer brand reputation. For HR, this means one thing: if we want to talk about evidence-based employer branding, we cannot overlook this area.
What does appreciation look like in practice?
Appreciation in a company can take many forms. From strategic initiatives that support employees’ daily operations to small but regular gestures that give them ongoing feedback on their work and engagement. It is important that the method of employee appreciation we choose is consistent with our organizational culture and tailored to the needs and expectations of employees. Below you will find examples of forms of appreciation that revolve around various corporate values.
Simplicity and culture of everyday life
Atlassian has created the Kudos system, a simple tool that allows anyone to publicly thank a colleague at any time. It sounds trivial, but it’s the simplicity that makes it work and builds a “here and now” culture.
Trust and autonomy instead of control
Timpson in the UK gives employees time off for “life moments”: a child’s first day of school, a wedding or a birthday. On top of that, everyone has access to… free vacation homes. Here, appreciation comes in the form of trust and real support in daily life.
Money and a stake in success
Mercadona in Spain shares profits every year, allocating hundreds of millions of euros in bonuses – more than €600 million in 2024. This sends a signal: we are together in success.
Family support and balance
Patagonia runs onsite childcare. The result? 100% of moms return to work after maternity leave. This is an example that employer branding grows on a culture of support, not on logo gadgets or corporate apparel.
IKEA Poland has equalized parental leave for fathers and mothers.
Appreciation – uncommon examples
Appreciation need not be limited to bonuses, cash rewards or typical gadgets with the company logo. More and more organizations are reaching for solutions that carry emotions, a story and an element of surprise. These are the ones that stay with employees for a long time and become part of a unique organizational culture.
Personalization and a sense of uniqueness
DK&A (Poland) prepared a personalized LEGO® figure for each of its 45 employees. Each reflected the character and passions of a particular person. Instead of another corporate gadget – a gift that really “says something about me.”
Creativity in business cards
The LEGO Group has gone one step further – minifigures as business cards. Not only do they raise a smile at the first meeting, but they also demonstrate a brand culture that values fun and creativity.
A story instead of a gadget
Perch Home & Company created Christmas boxes inspired by the idea of hygge. It wasn’t just about the contents of the package, but the whole story it carried – one of togetherness, warmth and attentiveness. Beautiful storytelling and a series of activities around the boxes built a cohesive narrative about an employer brand that appreciates.
These examples show that the power of appreciation lies in uniqueness and authenticity. Personalized gifts that carry emotion and a story can bring more value to a company than random gadgets. Even a mug or sweatshirt can be a great carrier if there are brand values and a consistent story behind them. Appreciation then becomes not just a gesture, but an element of employer branding.
How to measure appreciation?
Employer branding is great with nice slogans and storytelling, but it also needs something more – hard data. Just “we say we appreciate” is not enough. If we treat appreciation as a viable part of organizational culture and a tool for building commitment, it is worth checking not only that the program exists, but that it actually works.
Level of participation
How many employees realistically use the available appreciation programs? Just being able to reward or thank them is one thing, but actively using this tool is another.
Equality in the organization
How is appreciation distributed among departments and job levels? If it’s concentrated in only one area of the company, it’s a signal that something isn’t working and the culture isn’t consistent.
Impact on retention
Are employees who say they feel appreciated less likely to leave? Combining HR data (turnover, absenteeism) with opinion surveys provides an answer as to whether appreciation realistically translates into loyalty to the company.
Workers’ voice in research
It’s worth tracking responses in eNPS and pulse checkup surveys to the question, “Do you feel appreciated at work?” This is a simple but extremely authoritative source of knowledge.
Outdoor visibility
Appreciation works best when it’s authentic – and you can see this when employees themselves mention it on social media or in private conversations. If natural mentions occur, it’s a sign that the programs aren’t artificial, but actually work.
Appreciation as the foundation of employer branding
Employer branding based solely on messages is empty. Employer branding that shows how the company realistically values people – is credible.
Because in the end, one thing matters: If tomorrow your employee were to tell his friends how he was appreciated – what would he cite? A basket of fruit? Or a real gesture that made a difference in his life?
Author
Mateusz Jablonowski
Consultant, trainer and, above all, passionate about and practitioner of employer branding, recruitment marketing, internal communications. Author of the books “Employer Branding. A Practical Handbook” and “Employee advocacy. How to manage an ambassador program”. He gained HR experience in several organizations, ranging from NGOs to banking to the e-commerce and IT industries. In this capacity, he has successfully implemented EB and communications objectives for brands such as Allegro, PKO Bank Polski and Miinto/Showroom. He has made numerous appearances at conferences in the HR industry, and also teaches at postgraduate programs. She currently advises companies as a consultant and trainer, pursuing her passion for sharing knowledge and promoting good practices in the Polish labor market.