Why Happy Staff Are the Key to a Thriving Business

In a service-led economy like Australia’s, where people are the product, staff happiness isn’t just a feel-good metric.

David Campbell, Partner at Brand Rebellion, joined The Bottom Line podcast to unpack why empowered, engaged employees are the cornerstone of business success. Brand Rebellion is a brand and workforce consultancy founded by David and his wife, Bryden, with a mission to help organisations align their internal culture with their external brand.

Drawing on his background in management consulting, psychology, and workforce strategy, David offers actionable insights for leaders looking to boost morale, increase retention, and create workplaces that truly work for their people.

“People are your only true differentiator.”

Products can be copied. Technology can be licensed. But people — their mindset, creativity and commitment — are what set a business apart. Especially in professional services, where success is measured by relationships, ideas, and delivery, a happy, motivated team can be the difference between good and great.

And yet, many businesses still treat employee engagement as a ‘nice-to-have’ rather than a core strategy.

What Is Employee Engagement (Really)?

Forget the buzzwords. At its core, employee engagement is about trust, purpose, and ownership. It’s about how connected someone feels to their work, their team, and the broader goals of the business. ‘The more engaged people are, the more loyal, productive and motivated they become,’ David explains. ‘They show up not just physically but mentally — ready to learn, contribute, and go above and beyond.’

But engagement doesn’t happen by accident. It takes thoughtful planning, consistent communication, and a willingness to listen.

Empowerment Starts with Trust

Empowerment is a concept that’s often misunderstood.‘Empowering your team isn’t about handing over control,’ he says. ‘It’s about building a foundation of trust, clarity, and accountability.’ That means clearly defining roles and responsibilities, showing people how their work contributes to the big picture, and giving them the autonomy to make decisions.

One standout example? Brand Rebellion asked their own staff to co-create their employee value proposition. Instead of guessing what perks or benefits their team wanted, they invited them to write it on butcher paper, prioritise with sticky dots, and decide where to allocate budget — from birthday leave to learning platforms like LinkedIn Learning.

David’s advice to business owners is clear: culture is not ping pong tables and pizza Fridays. It’s the values you live by, the behaviours you reward, and the consistency with which you show up for your people.

At Brand Rebellion, their team meets fortnightly for a session called BR Does BR — a reflection and recognition ritual tied to the company’s values: Driven, Authentic, Resourceful, and Lively. Each quarter, marketing activities are even themed around these values, creating a seasonal rhythm that helps bring them to life. It’s this kind of intentional, values-led leadership that builds genuine employee engagement.

Building Connection in Hybrid Teams

With more Australians working remotely or in hybrid roles, the challenge of keeping teams connected is greater than ever. The solution lies in redefining how we approach productivity and connection. ‘In remote settings, it’s not about monitoring time. It’s about clarity of expectations and outcome-based work,’ he says. ‘And just because someone’s working from home doesn’t mean they should feel isolated. Quick daily check-ins, regular face-to-face catchups, and creative online workshops can go a long way.’

He encourages leaders to be intentional about when to bring people together in-person — ideally for creative, collaborative or culture-building sessions — and let remote time be used for deep focus work.

Change is constant in business, whether it’s digital transformation, restructuring, or scaling operations. But many organisations forget to bring their people along for the journey. David’s golden rule? Engage early. ‘If you’re not involving your workforce in planning and identifying roadblocks, they won’t buy into the solution,’ he says.

Through methods like one-on-one interviews, team workshops, and risk assessments, David ensures that the employees who will ultimately implement the changes have input from the beginning — making them more likely to embrace the outcome.

What to Measure: Beyond KPIs

If you can’t measure it, you can’t improve it — but traditional performance metrics often miss the mark when it comes to engagement.

David recommends tracking:

• Unscheduled absences and turnover rates: Early signs of disengagement.

• Learning uptake: Who’s engaging with training or self-development?

• Value alignment: Do staff feel the company lives its values?

• Flexibility satisfaction: Is hybrid working truly working?

He also suggests quarterly pulse surveys — short, sharp questionnaires that focus on one or two issues at a time. The key? Always act on the results. ‘If staff don’t see change after they speak up, they’ll stop engaging with the process altogether.’

How to Connect with Younger Generations

Today’s workforce is more diverse than ever, with up to four generations working side-by-side in some organisations. And with younger generations come new expectations.

‘Gen Z and Millennials want authenticity, transparency and impact,’ David says. ‘They’re not here for the fluff. They want to know that their work matters, and they want the freedom to do it their way.’

Tailoring your communication, learning, and leadership style to these preferences — while still supporting older generations — is the art of modern people management.

Businesses must embed learning and development into their DNA if they want to remain relevant and resilient. ‘Training keeps organisations agile. It sparks ideas, creates momentum, and gives people confidence,’ David says. ‘Whether it’s formal courses, reading, or peer learning — it should be part of the weekly rhythm.’

Create a Workplace People Want to Belong To?

Employee happiness isn’t just about satisfaction — it’s about trust, autonomy, and purpose. Learn how leading firms are turning engagement into a strategic advantage. Tune in to the episode with Brand Rebellion’s David Campbell, or visit our Human Resources blogs for more insights on building a culture that performs.