Feelgood-Management and Employer Branding: The cuddly companies


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Also in German Company is cuddled. You do not believe that? Feel Good Management is the name of the trend that, for once, arose in Germany. Just a little Google for German companies or is it more than that?

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Simone Janson Simone JansonSimone Janson is publisherConsultant and head of the Institute's job pictures Yourweb.

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From the trend to everyday business

Yet another trend in the world of work: Feelgood management - feel-good atmosphere in the workplace. In fact, health at work is becoming more and more important and more and more Company introduce health and sports offers, healthy nutrition and the like in the workplace. The idea behind it: Committed employees are more motivated, more productive and more loyal.

The trend was without a doubt through Google or Facebook triggered and you can ask: Is the new trend in the world of work “Feelgood Management”, the feel-good atmosphere in the workplace, just a little bit of Google for German companies? Or is there more to it?

Trend Feelgood-Management: Feeling good?

"Feelgood management is, contrary to what many believe, an invention of the German startup culture," explains Monika Krauss-Wildegger, who makes companies with optimal working conditions visible on Goodplace.org and states: "It's not just about fun and sport but much more about structural changes in which employees want to participate. Not every company is willing to do that. ”

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After all, the first companies such as Fonepit AG have already hired Feelgood managers in Berlin: Isabel Pereira looks after 64 employees and draws on her experience as event manager: she organizes lunches, afther work events, employee parties, joint teambuilding and Sport offers and cares in cooperation with a health insurance also for the health management.

To create additional incentives, there are also rewards for reaching or exceeding the traffic targets. In order to inquire about the needs of employees, regular employee surveys and interviews are carried out. The integration of foreign employees and travel management are also part of her job: "For example, we are planning German courses or I am organizing trade fair visits abroad", the Feelgood Manager covers her area of ​​responsibility.

More than a fun ambience

Having everyone sit down at a table to enhance the sense of community in healthy eating is a concept that is no longer working for TravelBird. The company, which is also based in Germany and has its headquarters in Amsterdam and German investors, has grown from 170 to almost 600 employees last year, with 70 from Germany alone. Feelgood management includes a quasi-free restaurant with healthy food, freshly squeezed juices, smoothies and a coffee bar, as well as a health program with yoga lessons, regular masseur and personal trainer visits, a dedicated football team and subsidized bicycles.

It is about more than the fun factor: "We believe that employees who feel good like to come to work and perform better," says Ingrid Leonhardt, who as one of 14 international recruiters is primarily concerned with German employees takes care. With its own academy, TravelBird also offers leadership or sales training, technical training and creative workshops. For this purpose, the company employs five coaches who come from practice and develop tailor-made training courses that can be consulted by employees at any time.

Benefit from employee motivation through further development potential

“Our young employees want to grow with the company; therefore we offer constant opportunities for further development, ”says Leonhardt. Such measures are well received by employees, if you believe the ratings on relevant company rating platforms such as Glassdoor, and the results of the Recruiting Trends study, which the University of Bamberg publishes together with the Monster.de job exchange, show: For A good working atmosphere is important to 94% of the interviewed applicants, followed by flexible working time models and good career opportunities.

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Companies can benefit greatly from employee health: higher motivation, lower sick leave and certain tax benefits offer incentives to actively take care of employee health. “That ensures more satisfaction. And, of course, employees also talk about it or submit reviews online, ”says Petra Mühlbauer, Human Resources Director at Edenred Germany.

Personal trainer in the office

In addition to ergonomic workplaces, a personal trainer and a physiotherapist regularly come to the office. "Employees who take advantage of these offers are exempted during working hours, they pay the cost of massages themselves," says Mühlbauer. There are health and nutrition tips in the newsletter, a nutritionist comes every year on World Food Day and the employees receive tax-privileged menu checks for the breaks so they can choose their lunch freely. The managing director invites you to cook together once a quarter.

The reactions are positive, according to Mühlbauer: "The employees feel fitter and more motivated, some report that they have made us run regularly," said the HR Director. Preventive examinations in cooperation with a health insurance company and various doctors have already been offered by Edenred.

Control, according to Mühlbauer, is explicitly not about this, but about “instructing employees to take responsibility for themselves. We do not prescribe anything to employees, that would also be a problem with labor law, "says Mühlbauer, making it clear:" Employers should offer an open culture and be available to provide advice and assistance when employees need it. But I wouldn't want to work in a company that only wants to employ young, dynamic, slim non-smokers ”.

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It's about more than fun - Interview with Monika Kraus-Wildegger from Goodplace.org

Krauss-Wildegger makes companies with optimal working conditions visible on Goodplace.org. Feelgood is a lived corporate culture for them. Companies that only emphasize the health aspects often did not want any further structural changes at all.

What exactly is Feelgood Management?

Feel good management is, unlike many believe, an invention of the German StartUp culture. It's not just about fun and sports, but more about structural changes that employees want to participate in. But not every company is ready for that.

Why not?

Feelgood management creates optimal conditions for good work. Targeted is asked: What do you need to feel comfortable here and to do a good job? This allows employees to concentrate fully on their work. Feelgood is not a one-way street.

What does that mean?

At first glance, the term implies that it's all about fun or health. However, companies that only emphasize these aspects often do not want any further structural changes. But Feelgood is a lived corporate culture, drives topics and projects that are important to the colleagues. Prerequisites are: Mandate of the management, co-creation through feedback channels, co-speech at eye level and bosses behind it. Feelgood is thus deeply rooted in the corporate culture, projects do not fail in the first headwind.

What advantages does the company have?

Dedicated employees are more motivated, productive and loyal. It is becoming much more attractive for young professionals, also because employees like to talk about YOUR company. The Feelgood-Manger also helps with this, for example by taking on the whole process of onboarding.

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How do you ensure that feelgood companies meet your needs?

We do a Feelgood analysis for every company. In addition, we qualify companies and employees in the field of Feelgood Management. From autumn we offer a modular training that complies with the professional profile Feelgood Manager developed by the Fraunhofer Institute and us.


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