Awards don’t build brands, employee experience does

Published in CHRO SA on 22 May 2025

Every year, a flood of company posts appears across social media platforms: "Proud to be recognised as an employer of choice," "Celebrated for our amazing culture," or "Named one of the best places to work." There’s nothing wrong with this announcement, but behind the shine, it’s worth asking: how do your employees actually view this, and what does it really mean to them?