Corporate Tenants Use Branded Amenities to Attract Talent

Corporate office tenants are incorporating branded amenities in the workplace as a way to attract and retain top talent. Branded amenities has a dual purpose, the both create an immersive experience in the office and as an emblem of company culture and product. These branded amenities can include everything from water features to interactive technology outposts. It all depends on the corporations industry and product.

“Corporate tenants are featuring branded amenities in their social media posts to reach customers. They are also using these amenities to boost morale and improve employee productivity, and they are using them to help attract more clients,” J. Wickham Zimmerman, CEO of OTL, tells GlobeSt.com.

OTL recently installed a cave and cliff experience in the conference room of a smart-security technology company. The installation is exemplary of the types of requests the firm is getting from corporations. “The conference room will contain a realistic series of caves and cliffs featuring artificial rockwork and our trademarked process of Geo-believability®—a method of designing and constructing rockwork and water features that are as geologically accurate as possible,” says Zimmerman. “The project will transform the conference area into an immersive space that immediately transports employees into a rugged cave meant to inspire creative new ideas. This branded amenity will motivate employees as well as impress visiting clients.”

These branded amenities have a significant impact on talent recruitment and retention, particularly among millennial workers, who are looking for a unique work environment. “Property-level branded amenities are helping tenants to attract and retain top talent in a highly competitive environment and deepen their brands’ connection with team members and visitors,” says Zimmerman. “Millennial workers in particular are much more likely to remain with their company and be motivated to work hard if they view their workspace as appealing, and employee loyalty directly improves companies’ profitability.”

For owners, branded amenities can boost leasing activity, tenant retention and potential expansion to accommodate corporate growth. “By meeting corporate tenants’ need for branded spaces, owners are encouraging leasing activity in their buildings as well as distinguishing their properties from others in the market, which attracts tenants and justifies higher rental rates in those buildings,” says Zimmerman.