The Hidden Science of Belonging: HR Leaders Are the New Tribe Builders
We're All Building Tribes whether we know it or not.
You know what I realized? We're not that different from marketers.
Think about Patagonia. They're not only selling jackets, they're selling a tribe - a way of thinking. When someone wears Patagonia, they're saying "I care about the planet." It's identity, not insulation.
Or Duolingo. People aren't just learning Spanish using the app., they're part of this strange, active, wonderful community that makes memes about a passive-aggressive owl. They belong to something.
And that's exactly what we should be doing in HR.
Most companies are still stuck competing on salary and benefits. But here's the thing: the best people aren't looking for a slightly better 401k match. They're looking for somewhere they actually belong. And in 2025, it's so important!!!
The companies winning right now? They're building teams by building movements. They're not writing value statements for the website, but they're creating an identity that makes the right people say "YES, that's me." I want to join.
You've seen it. When someone posts their company badge on LinkedIn with genuine pride, it's that same energy as someone wearing their team's jersey. It's identity. It's tribe!
So our job isn't "make better job postings" anymore. We're culture architects now. We're tribe builders.
The real question is not "What perks can we add?" but really "What do we stand for and who else believes it?".
Because when you get that right, you stop chasing talent. They start chasing you.
The need for belonging is real. Time to build your tribe!
.svg)