By Georgie Brown, Lead People Scientist at Hive.
“Employee loyalty and advocacy are shaped by more than just job perks or paycheque’s. Our benchmarking data from Hive customers across various industries has given us a front-row seat to what really drives engagement and retention. And more importantly, we’ve uncovered actionable ways to turn those insights into meaningful change.”
What’s driving employee loyalty?
“The themes we’re about to introduce have been identified through our benchmarking efforts. One key insight we’ve gathered is that loyalty isn’t solely driven by salary or benefits; it’s deeply influenced by how employees feel about their work, their organisation, and their future within it.
Over the past year, three key themes have consistently emerged as the biggest drivers of employee commitment. When organisations focus on these areas, they create workplaces where people are motivated to stay and grow.”
1. Confidence, motivation & communication (Strategic direction)
“Employees want to feel secure in their roles, confident in their organisation’s direction, and—crucially—that their feedback actually leads to action. Without this, uncertainty creeps in, impacting trust and commitment.”
Most prevalent in: Health and Housing Associations
Tips from Georgie on how to build loyalty in this area:
- Make leadership communication crystal clear: Employees need to understand where the organisation is heading and how their work contributes to that vision.
- Balance the needs of customers and employees: A strong organisation looks after both its customers and its people—employees need to see that they matter just as much.
- Provide equal opportunities for growth: When employees feel they have a future in the organisation, they’re far more likely to stick around.
2. Growth & development
“People want to grow. They want to develop new skills, progress in their careers, and feel that their organisation is invested in their future.
This desire for growth and development is one of the most significant factors driving employee engagement and satisfaction. Employees want to feel that their work is not just a job, but a stepping stone in their career journey. They are looking for opportunities to expand their skill set, take on new challenges, and advance within the organisation.”
Most prevalent in: Professional Services and Housing Associations
Tips from Georgie on how to build loyalty in this area:
- Recognise employees for their contributions: A simple ‘thank you’ goes a long way, but structured recognition programs make an even bigger impact.
- Encourage skill development: Training, mentorship, and career development opportunities show employees that they’re valued for the long term.
3. Inclusion & belonging
“A workplace where employees feel like they truly belong isn’t just good for morale—it directly impacts retention and loyalty. When employees feel included and respected, they’re more likely to stay and stay engaged. It’s not just about diversity—it’s about making everyone feel valued and heard.
- Research indicates that 91% of employees who feel they belong are engaged, compared to just 20% who don’t. – Qualtrics
- Companies with engaged teams experience a 23% increase in profitability and a 43% reduction in turnover. – Qualtrics
We saw a strong push for organisations to foster true inclusion, not just in policy but in daily interactions. When employees feel they belong, they’re more motivated, collaborate better, and are less likely to leave. Creating that environment boosts loyalty and reduces turnover, which ultimately drives better business outcomes. Inclusion isn’t just a nice-to-have—it’s essential for long-term success. “
Most prevalent in: Housing Associations and Manufacturing
Tips from Georgie on how to build loyalty in this area:
- Trust and empower employees: Giving people autonomy and responsibility makes them feel valued and invested in the organisation’s success.
- Create a strong workplace community: A connected, supportive team boosts collaboration and job satisfaction.
What’s driving employee advocacy?
“Employee advocacy is increasingly becoming a vital driver of success in organisations, with employees not just doing their jobs, but actively promoting their workplace to others. Several key themes emerged that are influencing employee advocacy, with employees looking for workplaces that invest in their development, respect their contributions, and build strong, supportive relationships.”
These were the top themes influencing employee advocacy across the year:
1. Confidence, motivation & communication (Strategic direction)
“Employees who feel motivated and confident in their organisation’s future are more likely to champion it. When leadership is clear, recognition is strong, and employees believe in the direction of the business, advocacy follows naturally.”
Tips from Georgie on how to improve advocacy in this area:
- Clarify leadership communication: Ensure that employees clearly understand where the organisation is heading and how they fit into that vision.
- Prioritise recognition: Regularly acknowledge the contributions of employees to make them feel valued and appreciated.
- Ensure strategic alignment: Help employees see how their individual work ties into the company’s larger goals and success.
2. Inclusion & belonging
“Employees who feel respected and included are more likely to speak positively about their employer. When they feel valued, it builds trust and loyalty, making them more engaged and motivated. This leads to better retention and a stronger reputation for the company.”
Tips from Georgie on how to improve advocacy in this area:
- Creating a culture of trust & empowerment: Giving employees autonomy and respect fosters a stronger emotional connection to the organisation.
- Promoting a sense of community: Employees thrive in workplaces where they feel part of a team and supported by colleagues and leaders alike.
- Ensuring equity & respect: Treating all employees with dignity and fairness strengthens the organisation’s reputation as an inclusive employer.
3. Relationships
“Employees are more likely to advocate for workplaces where they feel valued and cared for. When individuals experience strong, supportive relationships with their colleagues and leaders, it fosters a sense of trust and loyalty.
Positive relationships create an environment where employees feel emotionally invested in the organisation’s success. This leads to greater engagement, improved collaboration, and a willingness to go the extra mile. Ultimately, when employees feel genuinely cared for, they become advocates, promoting the workplace to others and contributing to a positive, thriving culture.”
Tips from Georgie on how to improve advocacy in this area:
- Supporting work-life balance: Flexible work policies, reasonable workloads, and supportive leadership improve employee satisfaction.
- Embedding wellbeing initiatives: When wellbeing is prioritised at an organisational level, employees feel respected and valued.
What else are employees talking about?
“Employees continued to share valuable insights about their work experiences, highlighting areas where organisations could improve. Key themes emerged around communication, ways of working, and workload management. These issues reflect the evolving needs of today’s workforce, and addressing them is essential for creating a workplace where employees thrive and remain committed.”
Here’s a closer look at what else employees were saying:
Communication
“Employees want transparency, better cross-department collaboration, and leaders who are more visible and engaged day-to-day.”
Ways of working
“From reducing siloed operations to refining remote work policies, employees are calling for smarter, more efficient ways to work together.”
Workload
“Concerns about workload distribution, staffing levels, and unrealistic timelines are recurring themes. Employees want better workload management and additional support where needed.”
Georgie’s final thoughts
“Our benchmarking insights reinforce what we’ve known all along—when organisations focus on communication, career growth, inclusivity, and strong relationships, they create workplaces where employees don’t just stay, but actively advocate for their company. It’s about making real changes that matter to people. And when that happens, everyone wins.”
*These findings come from 2024 Hive Employee Engagement Benchmarking data
