Why Employee Appreciation Starts With Purpose
From managing multiple retail stores to her current position as Director of Human Resources at Lands’ End Business Outfitters, Sierra Abraham has spent her career helping organizations build cultures where employees can thrive, contribute and grow. She understands that people are at the heart of every business.
We asked Sierra to share how companies can make employees feel truly valued, how branded team apparel and products can make a difference and how employers can respond to an evolving work experience.
“Employees want more than just a paycheck.”
At Lands’ End, we believe every moment of the employee journey matters. From the day someone joins us, through their growth and development, to how we recognize their contributions, we create experiences that help employees feel valued and connected.
Employees want more than just a paycheck. They want their contributions to matter every single day, and they want to know that employers are invested in them. Employees want to feel empowered to contribute, recognized for their efforts and connected to a larger purpose.
A recent survey by Gallup showed that employees with a strong sense of purpose at work are over five times more likely to be engaged than those who feel less purpose. In addition, purposeful work helps prevent employee burnout and reduce turnover. 30% of hiring managers report that purpose is important to new hires’ success.
When employees feel supported and connected to the brand, that comes through naturally in how they show up for customers. They bring more care and pride to those interactions, which creates a better experience for everyone and ultimately helps the business succeed.
“We see increasing investment in employee appreciation.”
Across the business world and among our customers, we see increasing investment in employee appreciation, whether it’s for seasonal gifting, recognizing an important life event, an onboarding gift or a service award.
At Lands’ End new hires get our number one selling item, a Lands’ End canvas tote embroidered with our logo, as part of their onboarding experience. It’s become a visible symbol of belonging and pride across our campus. It’s a meaningful gift. Since it’s such a bestseller, we know our customers also use the tote as an employee appreciation gift.
“It’s important to add a personal touch.”
Beyond our iconic tote, customized fleece and outerwear are another great way to bring a brand to life. At Lands’ End Business Outfitters, we’re proud to help our customers represent their organizations in quality apparel that looks great, feels great and reflects their brand with pride. And sometimes, it’s the personal touch that makes the biggest impact. Pairing a branded gift with a handwritten note from a leader can make an employee feel valued and appreciated.
“The organizations succeeding today are balancing both technology and the human element.”
At Lands’ End, we’re continuing to focus on skill-based strategies and personal development while leveraging AI to automate routine work so employees can focus on higher-value contributions. Technology creates the opportunity, but leaders determine the outcome. That’s why the role of leadership is evolving. Today’s leaders need to be the “head of questions,” not the “head of answers.” The future belongs to organizations that combine the power of technology with leaders who inspire growth, encourage learning and keep people at the center of change.
“It’s the people and the culture.”
Whether you’re talking about AI developments or any other business challenge, the companies that will win are the ones that focus on culture, invest in leadership development and create an employee experience that makes people want to stay and grow with that company. I interview candidates for many roles within our organization, and they always ask what makes Lands’ End a great place to work. My answer is always the same: it’s the people and the culture. As our founder Gary Comer said, “Take care of the customers, take care of the employees, and the rest will take care of itself.” Decades later, that philosophy remains just as relevant.