Beyond Space: Building Identity-Driven Workplaces

The role of the physical office has never been more scrutinized. As organizations navigate the complexities of hybrid work, talent attraction and cultural cohesion, corporate real estate leaders are tasked with transforming spaces from mere containers into strategic assets. A recent CoreNet panel discussion, moderated by Elizabeth Hart, brought together industry leaders to explore this evolution. Featuring insights from Tonya Brandon of TIAA, John Fa of Google and Melanie Lowe of Salesforce, the conversation provided a clear road map for aligning real estate with purpose, culture and business performance. 

The discussion illuminated several critical themes, offering a blueprint for organizations looking to optimize their real estate portfolios and create workplaces that are not just occupied, but truly impactful. 

The Foundation: Purpose-Driven Workplaces 

There is an undeniable link between organizational purpose and business success. When a company’s mission is clearly defined and consistently reinforced, it becomes a powerful driver of employee engagement and performance. Purpose isn't just a plaque on the wall; it's the guiding principle that should inform every decision, including how physical space is designed and utilized. 

Tonya Brandon shared how TIAA embeds its three-part mission—leading in lifetime income, delighting clients and strengthening operations—into its corporate environment. She emphasized that the company's values directly inform its mission, with the executive team adopting cultural ambitions that align with these core tenets. This purpose-driven approach translates into tangible design choices. For example, TIAA integrates locally sourced art into its facilities, creating a connection between the global brand and the local culture of each office. This strategy doesn't just beautify a space; it reinforces the company's identity and commitment to the communities it serves. 

Transforming Real Estate into a Strategic Platform 

The panel challenged real estate professionals to elevate their thinking beyond square footage and lease terms. The modern workplace must function as a strategic platform that actively reinforces organizational culture and enhances the employee experience. This shift in perspective is crucial for attracting and retaining top talent in a competitive market. 

Melanie Lowe explained how Salesforce views the office as fundamentally a hub for collaboration. In response to the shift to hybrid work, Salesforce intentionally leaned into this concept, designing spaces that foster connection and teamwork. A pivotal part of this strategy was pivoting back to in-person onboarding. By bringing new hires into the physical office, Salesforce ensures they are fully immersed in the company's vibrant culture from day one. 

John Fa provided a look into Google's workplace philosophy, where the office is seen as the "physical manifestation" of its culture. This culture is famously defined as "googly"—a blend of being bold yet responsible, scrappy, innovative, creative and fun. Every design decision is made in service of the "Googler," aiming to create an environment that maximizes efficiency and provides an exceptional experience. This employee-centric approach ensures that the physical space is not just a place to work, but an enabler of the innovation that defines the brand. 

Engagement, Culture and Flexibility as Key Drivers

Culture and engagement are not byproducts of a successful business; they are essential ingredients. The speakers highlighted how aligning employee strategies with real estate decisions creates a cohesive experience that promotes both productivity and satisfaction. 

A telling moment in the discussion was when moderator Liz Hart noted that only 9% of the audience felt their workplace strategies were well-aligned with their talent strategies. This gap underscores a significant opportunity for corporate real estate leaders to become more integrated partners in the business. 

Flexibility has also become non-negotiable. With the rapid pace of change and the diverse needs of modern teams, providing maximum adaptability is critical. Whether supporting different work styles or responding to evolving business priorities, spaces must be designed to be fluid. Salesforce, for instance, has embraced a global office design standard. This ensures that no matter where an employee is in the world, stepping into a Salesforce office provides a familiar, consistent experience while still allowing local adaptation. 

5 Meaningful Actions for Real Estate Leaders Today

Here are five practical, actionable takeaways to help real estate leaders strengthen their workplace.

1. Align Workplace and Talent Strategies 

The disconnect between real estate and talent strategy is a common pain point. The solution is to engage with HR and business unit leaders further upstream. By understanding talent acquisition and development goals early on, real estate teams can move from a reactive position to becoming proactive partners in the company’s overall strategic plan. 

2. Create a Location Strategy Road Map 

To gain executive buy-in and articulate the value of workplace investments, frame your strategy as a "location strategy road map." This approach helps demonstrate how physical space is a critical lever for driving culture, enhancing employee experience and achieving business objectives. It shifts the conversation from cost per square foot to value and ROI. 

3. Make the Office Worth the Commute 

If employees are asked to come into the office, the experience should be compelling. Create an environment that enhances productivity, encourages collaboration and supports overall well-being. The office should provide clear advantages over working from home—such as access to specialized technology, effortless teamwork opportunities and a dynamic, engaging atmosphere. 

4. Design for Flexibility and Usability 

Focus on creating spaces that work well for a wide range of needs and preferences. Apply principles that make the workplace practical, adaptable and easy to navigate. A thoughtfully designed environment improves efficiency and helps attract and retain top talent. Consider features like ergonomic layouts, intuitive technology and spaces that accommodate different work styles. 

5. Measure Everything 

Data is your most powerful ally. Use data and analytics to measure the effectiveness of your workplace initiatives, from space utilization to employee satisfaction surveys. Making data-driven decisions allows you to prove the value of your strategies and continuously refine your approach for optimal performance. 

The future of the workplace lies in its ability to embody purpose, foster culture and serve as a strategic platform for growth. By embracing these principles, real estate leaders can unlock the full potential of their assets and create environments where both people and businesses can thrive. 

Build an Identity-Driven Workplace

Designing an identity‑driven workplace requires more than space planning—it demands alignment across culture, talent and business strategy. Dr. Yasmeen Coning, Newmark’s Executive Vice Chairman, Global Consulting, Advisory & Transformation, partners with organizations to translate purpose into place, helping leaders shape workplaces that reinforce identity, enable performance and adapt as business needs evolve. 

Explore how your workplace can better reflect who you are—and where you're headed with Newmark. Click here to connect and learn more.

---

Watch CoreNet's Beyond Space: Building Identity-Driven Workplaces on Vimeo.