Let’s consider history for a moment. When the Roman Empire’s outward splendor and strength seemed unshakeable, its internal structure was deteriorating. Corruption and mismanagement made this once-glorious empire vulnerable. Similarly, today’s companies may project an image of strength and care as employers, but beneath the surface, different forces may be at play: low morale, poor management, and employee dissatisfaction. The question isn’t just about image but about what truly works. What kind of internal structure does a company need to attract and retain employees, and what factors lead to staff either staying or leaving?

The True Meaning of a Brand – Values and Culture

Every brand, no matter how polished and professional it may appear, must be grounded in the values the company genuinely upholds. Otherwise, it becomes nothing more than an empty marketing slogan with a lifespan as short as the poster it’s printed on. Just as the Roman Empire didn’t survive solely on military strength, a company cannot endure if its values and culture are out of sync with the realities of the workplace. If the promised flexibility and employee-centric environment exist only in slogans, while opportunities are only extended to a select few in management, even the strongest brand won’t attract or retain employees.

Here, we might draw a parallel between Athens and Sparta. While Athens managed to sustain its democratic system through openness and inclusivity, Sparta’s rigid military order crumbled due to its inflexibility. The same is true for companies – if an organization promotes flexibility but, in practice, enforces strict rules and top-down management, it’s no surprise that employees are unwilling to stay long. Likewise, employees are unlikely to invest themselves in a company where the façade of democratic leadership hides chaos, irresponsibility, and indecision – where crucial decisions are delayed or the responsibility is shifted onto employees.

Leadership as a Mirror

Leadership acts as a mirror, reflecting the true values of the company. The behavior and decisions of leaders shape how the company’s brand is perceived, and no amount of polished marketing can fix that. If leadership is authoritarian or fails to support employees, the company’s brand promises hold little value.

Think of the despotic rulers of ancient times who, despite holding power, lost the support of their people because they failed to connect with them. The same applies today: a leader who doesn’t listen to their employees, appreciate their contributions, or address their needs creates a situation where brand promises become meaningless. On the other hand, a leader who embodies the values the company claims to stand for builds a foundation on which the brand can genuinely rely.

Employee Engagement and Listening

What makes a company truly valuable to its employees? It goes beyond competitive salaries or modern office spaces. People want to feel that they have a voice and that their contributions are appreciated. In ancient times, democracy wasn’t just a form of government; it was a tool that created a sense of belonging among citizens, a feeling that they were part of something bigger.

Modern companies that want to retain and motivate their employees must follow the same principle. If an employee feels that their voice doesn’t matter or that they are just a cog in a large machine, even the most powerful brand won’t keep them in the long run. A brand that genuinely engages employees gives them the opportunity to contribute to the company’s success and development. This creates a strong bond that no shiny marketing campaign can replace.

Open and Transparent Communication

Employees need certainty and clarity about what lies ahead. When a company fails to provide clear and transparent communication, a quiet but steady erosion of trust begins. History offers many examples of rulers who lost the support of their people by withholding information – behind secrets and hidden agendas lurked not only betrayal but also chaos.

In today’s business world, openness and transparency are just as important. A strong brand is built not only on what the company promises outwardly but also on how employees internally perceive the organization’s leadership and communication. A leader who withholds information or fails to be truthful about the company’s situation will eventually lose the trust of their employees.

Why Employees Stay or Leave

Looking back at historical civilizations, we see that peace and stability were the factors that kept people together. Instability and constant crises, on the other hand, led to departures and even rebellions. The same applies to today’s work environments. When employees feel that their workload is too heavy or that they can’t maintain a healthy work-life balance, they will eventually leave.

Here, even the strongest brand can’t help. Employees will leave if they lack a clear understanding of how they can grow and develop or if their contributions aren’t valued. Conversely, people stay when they see that their work and dedication are part of something greater, when they have a voice, and when their job offers stability and opportunities for advancement.

Where to Begin?

Creating a strong employer brand must start from within, not from external marketing. This involves the following steps:

• Define and implement genuine values and culture: The brand must align with the company’s actual work culture.
• Build strong leadership that reflects the brand’s values: Leaders should set an example and create an environment where employees feel supported.
• Engage employees and listen to their opinions: Give employees the opportunity to contribute and participate in key decisions.
• Ensure transparent and honest communication: Employees value transparency and want to stay informed about what’s happening in the company.

Conclusion

Looking at history, we see that no empire or state can endure if its internal structure is weak, regardless of its external splendor. The same applies to companies. A strong employer brand doesn’t start with a marketing campaign but with the internal culture and leadership of the organization. Like ancient rulers, today’s leaders must understand that a brand is only as strong as the company’s internal structure.

Employees stay when they feel they have a meaningful place, that their contributions are valued, and that they are part of something bigger than just fulfilling job duties. A brand built on solid values, inclusive leadership, and transparent communication creates the foundation on which a strong and committed team can be built.