Many of the world’s most innovative organisations credit company culture as the secret to their success. So what do they mean by ‘culture’ and how do you cultivate one of your own?
The term ‘company culture’ is bandied about a lot these days and is often synonymous with state-of-the-art workspaces and to-die-for amenities. Take Pixar’s impressive 22-acre HQ in Emeryville, California for instance, boasting everything from billiards and foosball tables to a soccer field and gourmet cafeteria.
But a strong company culture is about far more than a fancy veneer. It should embody the mission and values of an organisation and shape the attitudes and behaviours of its employees. In a nutshell, it’s the closest thing to a personality a corporate entity can have. And based on the success of companies like Google, Pixar, Etsy and Airbnb – which have all invested heavily in building unique corporate cultures – it may be the key to creating a real competitive advantage.
How the right culture benefits business
Given the choice, top talent will gravitate towards those companies that have a reputation as a great place to work and where they believe they’ll feel at home. Developing a strong culture can therefore help to attract like-minded individuals who are committed to your vision and values.
Of course, when needs and values are aligned, it’s a win-win for both sides. Workers are typically happier, more motivated to achieve and able to forge better relationships with colleagues. This in turn helps to foster effective teamwork and collaboration, boosting productivity and driving results; while enhanced job satisfaction means staff are more likely to stick around for the long haul.
Proponents also argue that when your company style and way of doing things are firmly entrenched across your organisation, it reduces the need for strict corporate processes. Assuming you’re hiring for cultural fit as well as talent and skills, employers can be confident that employees are making decisions in the best interests of the company and, as result, let them operate with more autonomy.
Cultivating a productive culture
The most effective company cultures are those that resonate with staff and potential hires on a number of levels. In addition to traditional corporate values such as honesty and integrity, today’s workers typically seek out environments in which they can grow.
Google for instance, is consistently rated as one of the world’s best places to work. Yes, it probably has something to do with the free food, but the tech leader is also lauded for its mentorship programs and employee-to-employee education, covering everything from design thinking and data visualisation to mindfulness and kickboxing.
In a similar vein, other progressive, successful organisations are re-working the typical management hierarchy to ensure all employees have a voice. Since 2014, online retailer Zappos (now a subsidiary of Amazon) has been using a social governance system called holacracy, which aims to help them become self-managed and self-organised by giving every employee (not just management) the power to innovate and create change.
Company cultures are also evolving with technology and recognising the growing need for employees to have more freedom around working hours and location. Workers at Netflix, for example, can take advantage of flexible work schedules to help them balance their personal and professional lives. In fact, having firmly established a culture around mutual respect and trust, the entertainment and content producer also offers unlimited vacation time, giving employees the space to get the job done on their terms.
You don’t have to be a big multinational organisation to implement a productive company culture. Even a small business can establish and communicate clear values from the outset and build an environment that taps into the wants and needs of its talent pool. Doing so not only tells staff that you care about their experience, but also empowers them to fulfill their potential and perform at their best. The upshot for your business is a more engaged workforce that’s willing and able to go the extra mile.
This article was first published on the Optus Yes Business hub in Nov, 2018.
