In 2021, Brewdog - the craft beer brewing company - faced a significant challenge when a group of former employees launched the "Punks with Purpose" campaign. This movement aimed to shed light on the negative experiences and workplace culture they had encountered while working for the company. The campaign garnered attention in the media and brought forth a critical examination of Brewdog's practices.
The Punks with Purpose campaign highlighted allegations of a toxic work environment, including claims of a culture of fear, pressure and mistreatment of employees. The former employees alleged that the company's strong growth and ambition had led to a disregard for its people, resulting in a challenging and hostile workplace for many.
The accusations made by the ex-employees through the campaign had a significant impact on Brewdog's reputation, which had long been associated with a rebellious and nonconformist image. The allegations contradicted the image of a company that championed a progressive and inclusive work culture.
In response to the Punks with Purpose campaign, Brewdog acknowledged the concerns raised by the ex-employees and pledged to address them head-on. One of the company's founders, James Watt, issued a statement expressing his regret for any instances where employees felt mistreated and promised to take immediate action to improve the work environment.
Brewdog committed to launching an independent review of its practices, including an assessment of its company culture, HR policies and internal procedures. The company also invited current and former employees to share their experiences and suggestions anonymously to aid in the investigation.
Furthermore, Brewdog initiated several internal changes to rectify the issues highlighted by the campaign. This included implementing an employee representative programme to facilitate open dialogue, revising internal policies and procedures and investing in leadership and management training programmes to ensure a supportive and respectful work environment.
The Punks with Purpose campaign served as a wake-up call for Brewdog, prompting the company to reflect on its values and practices. It underscored the importance of not only creating a positive work environment but also fostering open communication, trust and a strong sense of employee well-being.
Following on from this, the Aberdeenshire-based brewer entered a period of change. There was a salary reassessment, more resources for thinly staffed areas and an independent review checking in with all 1,694 employees. The result is Brewdog's inclusion on The Sunday Times Best Places to Work 2023 list.
The Sunday Times Best Places to Work list is an annual ranking that identifies the top companies in the UK that prioritise their employees' well-being and create a supportive and fulfilling work environment. This recognition is highly esteemed as it acknowledges organisations that go above and beyond to ensure employee satisfaction and engagement.
In response to Brewdog's inclusion on The Sunday Times Best Places to Work 2023 list, James Watt shared an open letter on his LinkedIn profile. The letter not only expressed his gratitude to the Brewdog team and reflected on the company's journey to becoming an exceptional workplace but also hit back at “… the small group of individuals who seem to have made it their life’s work to take down our company”.
Brewdog's inclusion on The Sunday Times Best Places to Work 2023 list is a significant milestone in the company's journey as the awards are “based on an anonymous companywide employee survey which is conducted anonymously by the Sunday Times’s partners WorkL, who are experts in employee experience.”
James Watt signed off his letter with the statement that they are a business “that is determined to be the best employer it possibly can be – today is a significant step in our journey towards that ambition.”
