Going from worst to first on Glassdoor may seem like a near-impossible task – but Wurzak Hotel Group did just that.  To unearth the full story, we spoke to James Ferguson, the organisation’s Director of Culture, about his approach to this behemoth mission since his appointment in 2023.

Watch the full interview below to discover how Wurzak not only became an ‘Employer of Choice’ on Glassdoor, but also went on to win the 2024 Culture Pioneer Awards (Brand category).

The Culture Pioneer Awards commends those leading forward and challenging the status quo at work. Wurzak, in particular, was recognised for its achievements in incorporating its brand values into the everyday behaviours of its people.

Commenting on Wurzak’s win, Culture Pioneers judge Debra Corey said: “Wurzak Hotel Group took everything they did to the next level, not merely doing a tick box exercise to bring their culture to life, but doing so in an in depth and innovative way. Their brilliant results showed the true extent and impact of their great work.” 

Key discussion points

Wurzak Hotel Group’s starting point

• With a low Glassdoor rating and lack of brand ownership, Wurzak Hotel Group started by building out its HR department, which was a pivotal point in their transformation.
• James Ferguson was appointed as Director of Culture in 2023 and focused on assessing and improving their culture.
• The first step was creating awareness about their brand pillars and making them actionable and tangible.

Defining and implementing brand pillars

• James highlights the eight brand pillars of Wurzak Hotel Group, including “we have fun,” “we solve problems,” and “we make the ordinary extraordinary.”
• The brand pillars were defined in a way that felt tangible and attainable.
• Orientation and the company handbook were used to ensure new employees understood the brand pillars from day one.
• Employees were asked to identify which pillar spoke to them, creating ownership and engagement from the start.

Education and activation phases

• The “Pillars with Purpose” programme was introduced to educate leaders and managers about the brand pillars through daily micro-learning sessions across eight weeks.
• WurzakWOW was also introduced as an on-the-spot recognition programme for employees demonstrating brand-aligned behaviours. This initiative helps to reinforce positive behaviors and drive performance.

Addressing problematic behaviours and positive impacts

• James discusses the importance of continued coaching and leadership development to address problematic behaviors.
• Programmes like WurzakWow and the quarterly culture champion programme help set standards and keep employees aligned.
• James shares the positive impacts of their efforts, including improved Glassdoor ratings, reduced turnover, increased application growth, and social media growth.
• The company also saw significant profitability growth, with an 8.9% increase in top-line revenue.

Advice for organisations on culture transformation journeys

• James advises organisations to benchmark their progress against awards criteria to identify areas for improvement.
• He emphasises the importance of focusing on the process rather than the end result, as culture is a continuous growth pattern. Think about getting 1% better every day.
• James encourages organisations to celebrate their wins and continuously monitor, measure, and motivate their progress.
• He shares his personal experience of losing the Culture Pioneer Awards in 2023 and taking onboard judges’ feedback to then win in 2024, highlighting the importance of learning and adjusting along the way.

Culture Pioneers is a campaign proudly powered by HRZone. We are on a mission to both support organisations driving impactful culture change, and commend those who are leading forward and challenging the status quo at work.

Our campaign provides expert guidance and insights, while celebrating workplace cultures that drive real business impact. The best businesses don’t just adapt; they shape the future.