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Culture has gotten a lot of play lately – and deservingly so, as we all are beginning to recognize its vital role in any transformative change within organizations. 

The benefits of having a strong culture extend far beyond the increased effectiveness of employee recruitment programs or reduced costs of employee turnover. Engaged internal teams translate into increased motivation and productivity, higher quality of work and better customer experience – just to name a few. 
But creating and sustaining great corporate cultures is not easy. It requires an intentional, disciplined and ongoing effort to master the alignment of business strategy, brand and employee experience. 
For some firms this will require a significant behavioral and operational shift – breaking down internal silos, improving employee engagement and investing in more effective systems and processes for collecting employee feedback. It will require changing the view of brands as collections of logos, taglines, and websites. And looking at your firm’s brand as a strategic platform that guides and aligns everything you do. It will require a better understanding of your ideal employee persona and creating an employee experience that’s authentic and relevant. 
To compete and win in the decade ahead, A/E/C firms must find new ways to attract, engage and retain the next generation of empowered employees. Employees who are guided by a single motivation: what’s in it for me? 
In professional services, we are only as good as our people. Isn’t it time we rethink the role of a distinct, engaging, on-brand culture in gaining a sustained competitive advantage in the 21stcentury fast-changing marketplace? 
Learning Objectives: 
  • Learn new winning strategies for aligning their firm’s business strategy, brand and employee experience. 
  • Identify the difference between a disconnected “employer branding” effort and the far-reaching benefits of a single brand developed with both customers and employees in mind. 
  • Learn how to transform brand and marketing concepts and tools traditionally used to attract and engage clients into powerful employee recruitment and engagement tools for every stage in the employee journey – from a candidate to an employee to a raving fan. 

Faculty: Ida Cheinman, Principal/Creative Director, Substance151, Benefit LLC

Course Type

Online Class

Delivery Type

On Demand, Online, Self-Paced

PDH Credit


Price (Member)


Price (Non-Member)


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