Your clients don’t experience your brand through your logo, your website, or your marketing materials—they experience it through your colleagues. Every interaction, every email, every phone call is a brand touchpoint. When your employees are stressed, overwhelmed, or burned out, your brand suffers right along with them.
No matter what type of work your employees do, the holidays always add more stress to their personal and professional lives. This year, let’s add in work stress as the primary cause of deteriorating mental health for 47% of employees, according to Wellhub’s 2025 State of Work-Life Wellness report. In addition, more than 80% of employees are at risk of burnout, and legitimate concerns about AI adoption, economic uncertainty, and political polarization.
Making that even more challenging, of course, is the fact that all the people your employees interact with—your clients, prospects, and partners—are going through the same pressures. The result? A holiday season that can slow your business and erode your brand experience.
In order to protect your brand, you must think about protecting your employees, especially during the holiday season. That same report shows that 83% of employees would consider leaving their current employer due to a lack of focus on wellbeing, and 88% of employees say wellbeing support is as important to them as their salary. The holiday season presents a unique opportunity to demonstrate that your organization genuinely values its people—and by extension, the brand they represent every day.
Here are seven suggestions for how to support your team this December:
Acknowledge that the holiday season can be complex and stressful. Not everyone experiences the holidays the same way. While many find joy in celebrations, others may be navigating grief, financial strain, family tensions, or feelings of isolation. Voice your appreciation for their continued focus on delivering excellent work during what can be an emotionally challenging time, and create space for employees to opt out of celebrations without pressure or judgment.
Give them tools to help manage stress. Consider offering mindfulness or guided meditation sessions, ensuring your Employee Assistance Program (EAP) is well-promoted and accessible, or providing mental health days. Many employees don’t take full advantage of their benefits because they find them too time-consuming, confusing, or difficult to access, so make sure your resources are easy to use and clearly communicated.
Reach out and check in on how they’re doing. Instruct your managers to have genuine conversations with team members about their wellbeing. CuraLinc Healthcare has found that 70% of managers say they would take a pay cut for a job that better supports their mental wellness, so remember that leaders need support too. Provide managers with training on recognizing signs of stress and how to respond with empathy.
Offer flexibility. Flexible working arrangements have been shown to significantly reduce stress and improve morale during the busy holiday season. Whether it’s flexible hours for shopping and family obligations or the option to work remotely, giving employees control over their schedules can make a meaningful difference in how they show up for your clients.
Say “thank you” more than usual. Acknowledge that the holidays can make their work even more challenging. Consider thanking not just your employees, but their families as well—no one delivers great client experiences without the support of their loved ones at home.
Plan a celebration early in the new year. A January gathering can provide something to look forward to after the holiday rush and demonstrate your gratitude when employees are most in need of a morale boost.
Finally, leverage the importance of the work they do. Your employees are the face of your brand. They’re the ones solving client problems, building relationships, and delivering the value you promise. Remind them why their work matters—not just to the bottom line, but to the people they serve. When we feel connected to the importance of our contributions, we’re more resilient in the face of stress and more engaged in representing the brand with excellence.
The holiday season doesn’t have to erode your brand experience. By proactively supporting your employees’ wellbeing, you protect the very people who bring your brand to life every single day—and ensure that your clients experience the best of what your organization has to offer, not just through December, but well into the new year.
NOTE: This post is an update to one published in 2020.
