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Brand’s Role in Driving Strategic ROI
Explore how brand as a strategic driver aligns decisions, lifts demand and drives commercial outcomes long term.
Summary
Every brand reaches a point when tech talent looks past perks and asks how decisions are really made. That moment tests leadership credibility. Meaning emerges when leaders codify values as operating principles. From there, hiring, performance and reputation move with purpose again.
Watch The Video
In this video, Dipendra Mistry (CSO and Managing Partner) explains how brand values drive the attraction and retention of tech talent.Our Perspective
What this means for leaders navigating growth, change or transformation in their organisation.
The New Bargain
Tech talent now judges organisations less by perks and more by the operating principles that shape daily decisions. People want to know how trade-offs are made, what behaviours are rewarded, and whether leadership is predictable when pressure rises. That’s why values can’t sit in a slide deck; they must show up in hiring, management, and delivery. The 2025 Dice Tech Sentiment Report notes that around 90% of tech professionals see employer branding as a decisive factor when assessing roles — a reminder that stated beliefs are screened as signals of real practice.
Values As System
Treat values as operating principles and you unlock strategic clarity. They become the way to decide what not to do, who to hire, and how to act when priorities collide. This moves values from being slogans to serving as a practical operating model for culture, risk and growth.
Most organisations we work with have values on the wall; the gap is turning them into rules of engagement leaders can apply consistently. Done well, values create coherence across geographies, reduce interpretive drift between teams, and strengthen credibility with candidates and partners who look for evidence, not adjectives.
Make It Operate
Translate belief into behaviour with a few disciplined moves:
- Codify for hiring: Turn values into observable traits, questions, and decision criteria, so every recruiter, panel, and manager applies the same lens from screening to onboarding.
- Embed in systems: Align reviews, leadership development, and recognition programmes so the “how” of delivery carries real consequences — positive and corrective.
- Prove externally: Publish lived examples — case studies, employee stories, and clear reporting — so the outside view matches the inside reality.
Leadership Implications
A values-as-operations approach sets a higher bar — and it pays back in speed and trust.
- Make trade-offs explicit: Prioritise two or three non‑negotiables that guide hard calls; let the rest flex.
- Measure behaviour, not slogans: Track patterns in promotions, mobility, regretted attrition, and candidate acceptance — outcomes reveal what you truly value.
- Close the loop visibly: When leaders act against stated principles, acknowledge it and reset; credibility compounds through transparent course correction.
What Changes Next
As AI expands choice and remote work broadens options, talent will keep selecting employers that operate with visible principles, not just promises. Organisations that turn values into working rules will hire faster, integrate new joiners with less friction, and face scrutiny with confidence. The practical shift is subtle but significant: values become the operating code that scales judgement, so growth doesn’t dilute what makes you credible — it amplifies it.
Sources:
- Tech professionals say employer branding & values critical when choosing employer — Dice Tech Sentiment Report
Further Resources
Curious how this applies in your market? We’re speaking with leaders across industries every week. Let’s talk.
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