In conditions of fully or partially remote work, many employees feel less connected to the internal culture of the company, and new ones take longer to join the team. Given this, some organizations are trying to strengthen internal ties with the help of memorable gifts, while others are successfully developing their business in their production.
Research shows that only 24% of employees who work fully or partially remotely feel a strong connection to their company’s internal culture. The situation is even more difficult with newcomers, who have to become part of the team in conditions where it is almost not going to be in full force. All this, according to employers, negatively affects the productivity of employees and the working atmosphere. Therefore, as he says Financial Times, recently received a lot of support for the idea of mementos or souvenirs that are given to employees so that they feel supported and understand how important they are to the company. Employers themselves call this approach “non-verbal communication of their values.”
Such things can be both necessary and useful, as well as ordinary souvenirs. For example, T-shirts, sweatshirts, caps and other clothing with a company logo, stationery, dishes, personal care products, expensive chocolate or coffee, and even live plants. Employees share their impressions on social networks with hashtags #companyswag and #welcomekit.
And although the cost of such gifts depends on the level of the company itself, on average the price of one set is from £70 to £100, if we are talking about a budget option, but it can go up to £600.
Given the demand, in recent years there have been many organizations that specialize in the production or design of such products for employees in the desired style. For example, Go Swag, created by two designers from Glasgow, appeared at a very good time, just before the start of the pandemic, and, in the wake of demand for souvenirs for remote workers, was able to promote the business.
By 2023, its founders estimate that Go Swag’s turnover could reach £10 million. Go Swag’s clients include companies such as Canon and Spotify. At the same time, Go Swag, as well as companies working in the same field, Stash Agency, Swag Box and many others, not only design and create the necessary items or put logos on products, they also advise customers on what should be used as gifts and from what they should be made to address today’s negative attitudes towards excess plastic or non-recyclable materials.
Meanwhile, experts note that this way of “transferring corporate values” to employees and recognizing their importance to the company looks “too strategic”.
According to London Business School professor Dan Cable, for example, employers should instead just give employees an hour or even a day to work on something they think is really important. If management takes the time to encourage employees to use their minds, it shows “that you are important to them,” the professor says, adding that in terms of corporate culture, “the work itself is much more important than some gift.”