Brand Spotlight: How Waymo's Employee Store Creates Brand Currency
Kyle White
Overview
Waymo, the self-driving car pioneer under Alphabet, has an internal team store filled with exclusive company merchandise. We’re not talking about your standard logo pens. Think miniature replica Waymo robotaxis, limited-edition pins, and stylish apparel that you can only score if you’re a Waymo employee (businessinsider.com, businessinsider.com). This isn’t just adorable merch – it’s a strategic play for employee engagement. When only insiders can get a hold of these goodies, it creates a sense of “I’m part of something special”. For HR leaders, internal stores like Waymo’s can become powerful tools to build culture and boost morale.
Engaged employees aren’t just happier – they perform better. (Gallup finds engaged employees are 21% more productive than disengaged peers (socialimprints.com).) The challenge is figuring out fresh ways to spark that engagement. Enter the exclusive company swag. It might sound simple, but as we’ll see, it packs a punch in fostering identity, loyalty, and belonging.
Exclusive Merch: A Secret Culture Weapon
Waymo’s team store highlights how exclusivity can amplify pride. The crown jewel is a 1:43 scale model of Waymo’s Jaguar I-PACE robotaxi – a coveted item only available to employees (businessinsider.com). As one commentator noted, selling physical merchandise with an air of exclusivity serves a few purposes. First, it creates a sense of belonging – a feeling that “only we have this” (ragan.com). You won’t choose a job just for swag, but scoring an item outsiders can’t gives a little thrill and rewards employees with insider status (ragan.com).
This insider-only merch turns staff into brand ambassadors. Waymo employees proudly wear jackets or use mugs emblazoned with a cartoon Waymo car, signaling their membership in the company’s story (businessinsider.com, businessinsider.com). When everyone sports the company’s gear, it reinforces unity: we’re on the same team. In fact, research shows 92% of employees said wearing company swag increased their feeling of connection and community with their team (hrotoday.com). That’s a huge boost to the “we’re in this together” spirit every culture chief aspires to build.
And don’t underestimate the psychology of exclusivity. People naturally value things that are scarce or special to their group. An internal store offering unique items (like Waymo’s mini robotaxi or creative graphic tees) taps into that psychology. It gives employees a tangible symbol of “insider” identity. As Custom Ink’s CEO Davis Smith put it, every company wants to heighten connection and belonging, and “one of the best ways of fostering that team connection is through branded gifts” that employees can’t get elsewhere (hrotoday.com). The result? Stronger team bonds – and even a bump in loyalty and retention.
From Swag to Belonging and Motivation
Branded merchandise isn’t just about logos; it’s about meaning. Handing out thoughtful swag tells employees “we see you, and we appreciate you.” No surprise, 79% of people feel appreciated when they receive company merchandise, which in turn lifts morale and positivity (the-happy-manager.com). Waymo’s approach goes beyond generic freebies. By offering well-designed, fun items (like an Andy Warhol–inspired T-shirt or a baby onesie with a Waymo twist (businessinsider.com)), they show employees that their enjoyment and pride matter. The swag feels less like a corporate uniform and more like a badge of honor.
This translates directly into engagement. In one survey, 88% of employees said they felt more positive about their company after receiving a favorite piece of swag (hrotoday.com). Positive feelings fuel motivation – a staffer proud of their company is more likely to speak up, contribute ideas, and go the extra mile. They’re also more likely to stick around. A striking 93% of employees said they’d be more likely to stay for another year if they received a valued branded gift from their employer (hrotoday.com). That’s right: a well-timed hoodie or custom water bottle could help convince your top talent not to jump ship.
There’s also a community ripple effect. When employees sport swag outside of work, they become walking advocates. (Half of employees in one survey said they’d be proud to wear company gear publicly, showing that swag can spark external pride too.) Colleagues swap stories about who got the new limited-run hat or pin. Maybe they trade stickers or post selfies with their swag. Internal communicators can harness this by sharing photos on the intranet or Slack of employees decked out in company gear, fueling a friendly FOMO among others (ragan.com). Suddenly that hoodie becomes a rallying point for culture, a conversation starter that reinforces shared identity (ragan.com).
For remote or distributed teams, swag can be a lifeline to company culture. Mailing an exclusive care package to a new hire’s door helps bridge the distance. It’s a physical touchpoint of belonging for those who can’t stop by the office. In fact, industry research by PPAI found 85% of employees feel more connected to their company when they receive branded merchandise, underlining the power of a well-placed gift in a hybrid work era. A branded coffee tumbler on a home office desk can remind someone they’re part of a larger team each morning.
The ROI on these efforts is compelling. Companies that regularly invest in employee swag see higher satisfaction and retention. Employees who receive swag frequently are far more likely to love their jobs – 94% of those who got swag monthly reported being “very satisfied” with their employer, versus only 18% satisfaction among those who never got swag (hrotoday.com). That satisfaction translates into discretionary effort and commitment, which every HR leader knows are gold for productivity. In short, small tokens can yield big loyalty.
Actionable Strategies for HR Leaders
Ready to turn merch into an engagement engine? Here are practical ways to leverage internal team stores and swag programs for maximum cultural impact:
Curate Exclusive Items: Make employees feel like VIPs. Offer merchandise that isn’t available to the public – whether it’s a custom figurine (like Waymo’s mini robotaxi) or limited-run apparel. The exclusivity fosters pride and an “in crowd” mentality (ragan.com). It shows your team that being an employee comes with special perks.
Align Swag with Your Culture: Design merch that reflects your company’s identity, values, or products. Waymo’s team store features fun designs inspired by its tech (cartoon robotaxis, creative art prints) (businessinsider.com). Think about what makes your organization unique and infuse that into swag. When employees use these items, it reinforces the mission and story you all share.
Prioritize Quality & Creativity: Skip the cheap trinkets that get tossed in a drawer. Invest in items people actually want to use or wear. High-quality fabric, modern design, maybe even a touch of humor or local flavor – this ensures the swag isn’t seen as junk. Remember, 58% of people keep branded items for one to four years (the-happy-manager.com), so a well-made item will remind them of the company for a long time.
Integrate Swag into Milestones: Use your internal store or swag budget as part of recognition programs. For example, give out points that employees can redeem for merch when they hit work anniversaries, complete big projects, or exemplify company values. This ties the swag to accomplishment, making it more meaningful. It’s a trophy and reward rolled into one (and bragging rights when they wear it!).
Encourage Sharing and Storytelling: Don’t let swag be a one-and-done. Encourage employees to share photos or stories featuring their favorite company gear. Post a “Swag of the Month” spotlight on your intranet or social feed (ragan.com). This not only celebrates those individuals, but also inspires others to participate and feel that collective excitement. It turns a simple hoodie or mug into a culture-building prop.
Make It Accessible (Even for Remote Staff): If your workforce is spread out, ensure everyone can join the fun. Use an online platform for your company store so remote employees can easily order items, and ship globally if needed. Sending a new hire or a top performer a surprise box of company swag can spark joy and connection no matter where they work. Inclusivity is key – every employee should get a chance to grab that cool swag.
Keep it Fresh and Fun: Update the merch selection regularly or introduce limited-edition drops. Seasonal collections, humorous one-offs, or items co-created with employees (e.g. winning design from a staff contest) keep the momentum going. When people know there’s something new or slightly hard-to-get coming, it builds positive buzz internally.
Conclusion: Branding the Employee Experience
An internal team store is more than a closet of t-shirts – it’s a strategic lever for HR to pull. Waymo’s example shows that when you mix exclusivity, creativity, and a dash of fun, you get more than swag stuff; you get symbols of belonging. HR leaders can take a page from this playbook to strengthen their own cultures. By treating branded merchandise as a tool for engagement, you can increase employees’ sense of identity and pride in the organization.
It’s a simple idea with profound effects. As one industry expert noted, the right swag “will strengthen retention and help ensure employees feel more satisfied in their jobs” (hrotoday.com). People want to feel proud of where they work. A well-loved hoodie or a desk toy might seem small, but it carries the logo and legacy of your team – reminding everyone that they’re part of something bigger. In the quest to build vibrant, loyal, and motivated teams, the humble company store might just be your culture secret weapon.