The annual National Center for Employee Ownership (NCEO) conference brings together people who are actively growing and interested in employee-owned companies.
Several OwnersEdge employee-owners attended the conference this year in Milwaukee, and across sessions and conversations, five distinct takeaways kept coming up. If you attended NCEO this year, you likely heard many of these same themes. If you missed it, here’s what stood out — and why it matters.
1. Ownership Language Must Evolve to Stay Relevant
Employee ownership is not always understood the way companies intend it to be, especially when new generations enter the workforce. There are misconceptions about what an employee owner is, what it means, and why it matters. This was a common thread in conversations about hiring and employee retention, especially with younger employees. OwnersEdge Executive Administrator Heather Cramer described it this way:
“The appeal of ESOP may evolve as new generations enter the workforce. We need to reposition and tell the story differently so the employees in their 20s and 30s can connect to it now.”
Younger employees are indeed thinking about financial security. In fact, nearly half of Gen Z reports feeling uncertain about their financial future, according to a recent Deloitte survey. This sentiment shapes how they evaluate employment opportunities, says Cramer.
As a result, how you talk about ownership matters more than ever. For ESOP leaders, this means rethinking how you communicate ownership — not as a retirement benefit, but as a near-term, tangible advantage.
Framing employee-ownership in this way makes it more personally relatable as it gives possible employees something they can picture and connect to in their own lives. It also helps clarify how their work ties directly to their future.
Learn How ESOPs Create Generational Wealth for Business Owners and Employees in our blog post.
2. Culture Shows Up in Everyday Actions
Culture is often discussed at a high level, but our takeaway here was more grounded. Culture shows up in small, consistent ways. As OwnersEdge Director of Marketing Samantha Himmelspach shared:
“Small, everyday actions in the workplace don’t go unnoticed. Over time, those actions shape the culture people experience every day. When leaders invest in their people in those moments, it creates lasting impact.”
Consistent culture-building actions influence how people engage with their work and how they think about ownership. For leaders, this means culture isn’t built in strategy sessions, but instead, in daily decisions, interactions, and follow-through.
When employees feel supported and have opportunities to contribute to the greater organization, it strengthens the connection between their role and the broader success of the company.
See how culture factors into the OwnersEdge acquisition strategy in our blog post, Why Culture and Fit Matter In Our Acquisition Strategy.
3. Looking Ahead Means Staying Active
There was also a strong focus on what comes next and how companies continue to stay relevant. A consistent theme across sessions, and echoed by OwnersEdge Chief Financial Officer John Hooyman, was:
“The companies that attend NCEO are the ones that are not satisfied with the status quo and don’t want to be left behind. Stagnant companies find themselves at risk.”
Active companies are open to new ideas, especially when they create value.
For example, Hooyman notes that a popular topic at this year’s NCEO was the use of AI. A mindset that is open to innovation also shapes how companies approach growth, technology, and new opportunities.
For ESOP leaders, staying competitive means actively seeking out new ideas and opportunities, not waiting for disruption to force change.
4. Visibility Shapes the First Conversation
Consumer decision-making often happens before there is ever a direct conversation with a brand. Leaders, candidates, and customers are doing their own research, often influenced by AI and digital content, to form an initial perspective.
This theme came through clearly in conversations around marketing, hiring, and growth. As OwnersEdge’s Chief Marketing Officer, my biggest takeaway was simple:
“If you have not been approaching your marketing strategically, there is real urgency now, because strategic marketing is where you showcase both your expertise and your culture for conversations going forward.”
People are forming opinions based on what they see and how clearly a company communicates who it is. This impression extends to both potential employees and potential customers alike.
Marketing is no longer just a growth function; it’s how companies signal credibility, culture, and expertise before a sales conversation ever begins. It becomes a way to communicate expertise, culture, what employee ownership actually means, and most importantly, why it matters.
Moreover, marketing helps tell the story of your organization and allows potential customers to connect with your brand uniquely. When done well, a strong brand connection can help establish credibility and build the foundation for long-term relationships.
What is a ready-made ESOP? Our blog post explains it.
5. Growth Requires a Thoughtful Approach
As employee-owned holding companies continue to grow, the way they support and develop their organizations continues to evolve. OwnersEdge Chief Human Resources Officer Lynnette Fritz shared an observation that came up in several sessions:
“Rather than proceeding with one-size-fits-all solutions, ESOP holding company leaders should focus on meeting each company where it is, taking the time to understand culture, capabilities, and stage of maturity.”
This thoughtful approach requires an understanding of how each business operates and what it needs to move forward successfully. Using this mindset as a foundation helps build trust and supports long-term alignment across organizations within any given holding company.
What These Insights Mean Moving Forward
Taken together, these takeaways signal a clear shift: ESOP companies that prioritize clarity, culture, visibility, and intentional growth will be the ones that lead now and into the future.
Making ownership easier to understand as a wealth-building opportunity, creating more ways for employees to engage and grow, and continuing to invest in how the business evolves are all within reach.
OwnersEdge continues to focus on these areas across its operating companies, with an emphasis on building long-term value and financial security for employee-owners. If you are thinking about how employee ownership could fit into your business or want to learn more about how this model works in practice, we invite you to confidentially connect with our team.