Hertz Embeds a Strengths Focus as a Cultural Foundation in the Organization
At Hertz, the focus on strengths isn’t just a development tool—it’s a central part of the company culture. By integrating strengths-based development across the organization, Hertz creates a work environment where employees are encouraged to recognize, develop, and apply their natural talents in everyday tasks and collaboration.
This strengths focus becomes culture-bearing—meaning it actively shapes how people think, act, and interact throughout the company. It influences leadership, teamwork, communication, and decision-making, and supports a shared language and mindset centered on what people do best.
By making strengths a key part of its culture, Hertz promotes:
Employee engagement – because people feel seen, valued, and energized when their strengths are acknowledged and used
Better performance – as individuals and teams work in ways that align with their natural talents
A positive work atmosphere – where feedback, growth, and collaboration are rooted in potential and opportunity rather than deficiencies
Hertz’s approach shows how a strengths-based perspective can go beyond personal development—it can become a strategic driver of culture, performance, and long-term success.
Interview of CEO Martin Peick Kristensen
By Peter Jægerskov
Hertz Embeds STRENGTHS as a Core Part of Company Culture
After launching a STRENGTHS development program for its leadership team in March, Hertz is now expanding the initiative to include all employees. According to CEO Martin Peick Kristensen, this next step is essential:
“Just as it’s important to understand each leader’s unique strengths profile, it’s equally critical to do the same for every employee. That’s how we unlock the full value of the program.”
Strengths Awareness Drives Engagement and Job Satisfaction
Teams that understand and actively apply their individual and shared strengths see stronger collaboration and higher engagement.
“When people are aware of their own and their colleagues’ strengths, it improves communication and creates a better team dynamic,” says Martin Peick Kristensen.
In a highly competitive service industry, employee engagement and positivity aren’t just nice to have—they’re a business imperative. With a clear understanding of employee strengths, leaders are better equipped to foster motivation and performance.
A Competitive Edge in Recruitment and Retention
Companies that develop and activate employee potential will lead the race for top talent. Future employees want to be seen, valued, and involved.
“Working with STRENGTHS gives us an edge. And the best way to retain our people is to help them grow and make the most of their potential,” says Kristensen.
From Problem-Focused to Possibility-Driven
One of the biggest shifts brought by the STRENGTHS approach is its positive mindset.
Rather than focusing on problems or limitations, the process highlights opportunities, talents, and success. This shift boosts both employee morale and customer experience—strengthening Hertz’s competitive position.
And the results are already visible.
“The leadership team completed the assessments in January and has been working with their profiles ever since. It’s already improved collaboration and dialogue across the team—just as I’d hoped,” says Kristensen.
More Articles
We Turn Talents Into Strengths
Strengths-based development helps you become more of who you already are.
The good news is: you don’t need to change yourself.
You don’t have to become someone else to reach your goals or to become the best version of yourself.
Strengths-Based leadership
A team’s success always depends on its ability to achieve results together.
Gallup’s research shows that the most direct way to boost team members’ engagement and performance is to invest in developing each individual’s greatest talents.