Software company’s ‘microculture’ connects employees to brand strategy. 

Despite headlines about major layoffs in the tech world, retaining key staffers remains a top priority for chief marketing officers who recognize that they are only as effective as the team that supports them. With unemployment at its lowest level in 54 years, it’s also hard to recruit replacements quickly or cost-effectively. And with so much of the workforce virtual, it takes longer to acculturate and bond with new hires.

Among marketers prioritizing retention is James B. Stanton, VP of marketing for Empyrean, a human resources software provider. Stanton has built a microculture within marketing whose team members feel connected to Empyrean’s overall brand strategy: Build a better culture through benefits. “It’s not coincidental that Empyrean has enjoyed its two strongest years of growth as employees have aligned behind our purpose,” said Stanton.

Read the full Q&A on Ad Age: Engaging Remote Marketing Teams—How Common Goals and Collaboration Can Help Retain Talent

Listen to the Episode: Build Your Dream B2B Marketing Team