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  • Writer's pictureNicole Fernandes

The Magnet Philosophy: A Unique Perspective on Culture & Employer Brand

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In today's competitive talent landscape, it's critical to have a strong company culture - one that not only attracts top talent but also drives employee engagement, productivity, and results. In this blog, we will explore the principles of the Magnet Philosophy, developed by Founder & CEO of Beyond Culture Inc, Nicole Fernandes, and provide tips to help you get started harnessing the principles within your company.

Understanding the Magnet Philosophy:

The Magnet Philosophy is based on the idea that a strong company culture acts as a magnet, attracting and retaining top talent while fostering employee engagement and organizational success. The idea is simple enough, and not a new one, but where our philosophy departs from all others out there is by identifying there are 4 key factors that underpin magnetic employer brands and culture. This philosophy is supported by extensive research that highlights the significance of these four factors - Attraction, Cohesion, Inspiration, and Aversion - in shaping workplace cultures and employer brand. Countless studies have consistently shown that these factors play a crucial role in influencing employee satisfaction, productivity, and overall organizational success.

  • Attraction: Research has demonstrated that attraction is a key driver of employee engagement. When individuals are drawn to an organization's values, mission, and culture, they are more likely to be motivated, committed, and loyal. By understanding what attracts employees, organizations can create an environment that fosters a strong sense of connection and engagement.

  • Cohesion, as supported by research, is another critical factor in building a thriving culture. When employees feel a sense of belonging and teamwork, they are more likely to collaborate effectively, communicate openly, and support one another. This cohesion not only enhances productivity but also contributes to a positive work environment.

  • Inspiration, backed by research findings, is a powerful force that drives employee motivation and commitment. When individuals find meaning and purpose in their work, they are more likely to be engaged, innovative, and dedicated to achieving organizational goals. By fostering an environment that inspires employees, organizations can unlock their full potential.

  • Aversion: Addressing aversion is equally important, as research has shown that negative factors can significantly impact employee engagement and satisfaction. By identifying and mitigating aversions such as toxic work environments, lack of recognition, or ineffective leadership, organizations can create a more positive and supportive workplace.

By understanding these factors and fine-tuning elements of your organization to be in harmony with them, you can create a culture and employer brand that resonates with employees and fosters their loyalty, productivity, and satisfaction.

Getting started

Studies have consistently shown that these four factors play a crucial role in influencing employee satisfaction, productivity, and overall organizational success. But if you're looking for a quick way to get started in aligning your organization to these elements, look no further. Start by focusing on values, leadership, communication, and employee well-being which are key areas you can enhance to build a cohesive and thriving culture.

Defining Core Values:

Core values serve as the foundation of a strong culture. They define the organization's identity, guide decision-making, and shape employee behavior. Leaders should clearly define and communicate the core values, ensuring they align with the organization's mission and vision. By living and promoting these values, leaders set the tone for the entire organization and create a culture that employees can rally behind. Not only does this help you tap into inspiration, it also ensures that you drive it around one of the most fundamental building blocks in your organization.

Developing Authentic Leadership:

Authentic leadership is crucial for creating a positive culture. Leaders who are genuine, transparent, and empathetic inspire trust and foster a sense of belonging among employees, which is essential for cohesion (and talent attraction). They lead by example, embodying the organization's values and promoting a culture of integrity and accountability. Investing in leadership development programs and providing opportunities for leaders to enhance their emotional intelligence can contribute to a more authentic and effective leadership style.

Effective Communication:

Open and effective communication is a key component of a thriving culture. Transparent communication ensures that employees are well-informed, feel valued, and have a voice within the organization. Leaders should establish regular channels for communication, such as team meetings, town halls, and digital platforms, to facilitate information sharing, feedback, and collaboration. Encouraging two-way communication and active listening promotes a culture of trust and inclusivity, which is essential for cohesion. However, if you're looking to really drive engagement, don't just focus on informing your people, strive to inspire them as well. Make the content interactive, dynamic, and relatable to talent (hint: take cues from social media) if you want to really take communication up a notch.

Prioritizing Employee Well-being:

Prioritizing the physical, mental, and emotional well-being of employees is a critical aspect of any thriving culture. This can be achieved in a variety of ways, such as through wellness programs, flexible work arrangements, growth and development programs, and resources for stress management, and more. However, the specific number and nature of those programs isn't what's most important, as those tend to vary by organization and by organization's goals. What matters most is finding out which of those programs and policies resonate most with your people and which ones don't. Look for bright spots and programs that employee love and need, and lean into those. Also look for blind spots and sore spots in your organization (and programs) that detract from culture, and enlist your team's support in addressing those issues. By doing so, you can not only help address factors of Attraction, Cohesion, and Inspiration, but you can also take action to minimize the things that cause Aversion.

Practical Tips and Takeaways

In addition to the above, here are a few other tips to help you build a more magnetic and supportive workplace culture and employer brand.

  1. Define and communicate core values: Clearly define the organization's core values and ensure they are communicated consistently throughout the organization. Once you've done that, make your values more concrete by showing examples of values in action so people can make a link between aspiration and reality.

  2. Invest in leadership development: Provide leadership development programs and coaching to enhance authentic leadership skills, aligned to your values, and as culture starts from the top. Ensure that leaders are modelling the values and behaviours you want to see.

  3. Establish open communication channels, with values embedded: Implement regular team meetings, town halls, and digital platforms to facilitate transparent communication and encourage employee feedback. Most importantly, ensure that Values are top-of-mind and embedded in each one of those channels. From Values Spotlights, Values In Action Recognition Programs, to Aligning your Initiatives to Key Values, it's important to communicate your Values often and create linkages between business activities and your values if you want to ensure they're lived.


If you're looking to attract and retain top talent, drive employee engagement, and achieving organizational success, you need to make your organizational culture and employer brand magnetic. By understanding the key principles of the Magnet Philosophy and implementing some of the practical tips and best practices, organizations can create a thriving culture that acts as a magnet for talent and success.

Ready to take your organization's culture and employer brand to the next level? Start by defining your core values, investing in leadership development, promoting open communication, and prioritizing employee well-being. Remember, a holistic culture is a powerful tool for attracting and retaining top talent and driving organizational success.

Contact us: at to learn more about how we can help take your employer brand and culture to new heights.


  • Avolio, B. J., & Gardner, W. L. (2005). Authentic leadership development: Getting to the root of positive forms of leadership. The Leadership Quarterly, 16(3), 315-338.

  • Cameron, K. S., & Quinn, R. E. (2011). Diagnosing and changing organizational culture: Based on the competing values framework. John Wiley & Sons.

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