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 key with any kind of transformational process is to understand that it’s just about taking that first step and continually getting 1% better each day, and falling in love with that process and rewarding yourself along the way.

James Ferguson

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

Defining and implementing brand pillars

Education and activation phases

Addressing problematic behaviours and positive impacts

Advice for organisations on culture transformation journeys

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.