Unifying Brand and Culture from Within: Justin Low

💡 Episode Key Insights

• From Early Childhood Education to Comms & Talent Leadership [00:01:00]
Justin shares his unconventional path into HR, starting in early childhood education and social policy before finding his calling in PR and people experience.

• Comms and HR: The Strategic Culture Powerhouse [00:06:00]
Justin explains why merging communications and HR drives stronger culture alignment—and how treating employees as internal stakeholders reshapes engagement.

• Bridging the Boardroom and the Ground [00:13:00]
By combining HR, talent, and comms, Justin positions himself as the conduit between leadership decisions and employee sentiment, ensuring messages land with impact.

•  Reframing KPIs: From Attendance to Impact [00:23:00]
Justin reflects on how mental health initiatives taught him to measure success by emotional resonance—not numbers—and why one person helped is enough.

•  Empowering Middle Managers: The Untapped Culture Lever [00:27:00]
He highlights the often-overlooked role of people managers in shaping employee experience—and the urgent need to invest in and support them.

 

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Reimagining HR: The Benefits of Combining Communications and Talent Roles

The conventional separation between communications and HR is rapidly becoming obsolete. As Justin Low explains:

“A lot of times, HR rules and initiatives, they all happen in the boardroom... but organizations don't realize that actually, it should be the other way around."

By integrating communication and HR functions, companies can bridge the gap between boardroom decisions and employee experiences.

Low, who transitioned into this dual role during the COVID-19 pandemic, emphasizes the importance of treating employees as key stakeholders. He notes that this alignment is crucial for fostering a cohesive culture where "internal stakeholders are also consumers... and need to believe in the company." His experience highlights that organizations willing to embrace this unified approach can expect a more engaged workforce that resonates with both the brand and its culture.

 

Aligning Internal and External Communications for A Unified Narrative

In the digital age, where transparency reigns supreme, maintaining a consistent narrative across both internal and external communications is vital. This alignment not only builds a trustworthy brand image but also enhances employee loyalty and satisfaction. As Low aptly puts it:

“How you talk to your employees internally should be the same way as how you talk to your stakeholders externally."

Low underscores the importance of treating communications as a strategic function rather than just a support role. He believes that the narrative shared with the world should reinforce the brand's internal messaging, thereby creating a sense of unity and purpose. His approach demonstrates that when messages are "heartfelt, real, and authentic," organizations can achieve a seamless integration that resonates broadly, supporting Dorothy Yiu's alignment with Tony Hsieh’s notion that "culture is brand and the brand is culture."

 

Empowering Middle Management: The Leverage Point for Success

An often-overlooked aspect of enhancing employee experience is the empowerment of middle managers. Low asserts, "If you empower and upskill and really look after this group of your employee base, you're going to see a dramatic improvement in terms of your output." Middle managers, frequently considered the "last mile connection" between executive vision and ground-level execution, play a pivotal role in translating strategic initiatives into actionable outcomes.

EngageRocket’s Dorothy Yiu emphasizes that "70% of employee engagement is influenced by a direct manager," highlighting the profound impact of middle management on the employee experience. Recognizing this, Low advocates for tailored training and support systems that not only equip managers with leadership skills but also foster a culture of recognition and inclusion. This investment in middle management is crucial for enhancing organizational performance and employee satisfaction.

The conversation between Low and Yiu offers a wealth of insights into the evolving roles and responsibilities within modern organizations. By blending communications with HR functions and focusing on alignment and empowerment, companies can build resilient, engaging, and authentic workplaces. This strategic synergy not only nurtures a supportive environment but also drives meaningful engagement and sustainable success.

"Culture and brand is so important. They're so intertwined because that narrative that you put out actually also forms the brand narrative that you tell your employees." — Justin Low

 

Related Resources

• Connect with Justin Low

• Connect with Dorothy Yiu

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MEET OUR GUEST

Justin Low

 

As Omnicom Media Group’s Chief Communications and Talent Experience Officer in Asia Pacific, Justin Low drives regional branding and marketing communication strategies, as well as oversees the talent experience journey for its employees, at the network and its agencies. 

With close to 20 years of multinational leadership experience under his belt, Justin has worked in Singapore, Shanghai and New York, honing his expertise in all aspects of corporate communications, including on-the-ground media relations, crisis communications, content creation as well as driving corporate and brand initiatives. 

Wearing his latest hat as a talent lead, he has been instrumental in fostering a positive workplace culture and driving employee satisfaction through global and regional talent experience initiatives.