To understand the concept of corporate culture we must be very clear that a company communicates with any action and manifestation that it carries out. And although it seems a sentence very easy to understand, it is complex. Every company is perceived in one way or another according to how it is projected, that is, according to what it transmits. Whether in a controlled way or unconsciously, it is identified by clients, suppliers, organizations, … according to the way they define their identity and image. Identity is what the company ‘wants to be’ and this is how it’s manifested. For its part, the image is the perception or reflection that is formed towards the company. The identity and image are inter-related and make up the corporate culture. This is defined with the set of values, customs, beliefs, and practices of the company.
Benefits of corporate culture
Companies that decide to take care of the corporate culture of their company, find great benefits internally and externally.
Internally, it helps in the cohesion of the team since the workers manage to identify with the company. It is demonstrated that to a greater degree of identification, there is also greater commitment, motivation and, ultimately, the workers are more efficient. They feel comfortable in their jobs and hardly tend to think about leaving the company. In addition, the workers are the best ambassadors of the company to society. Getting the team to speak well and transmit the same message from the organization to the outside, can be considered a great achievement at the level of corporate culture. Another interesting aspect is the possibility to attract and retain talent and get a competent team in a good work environment.
Externally, it helps to take control of the good perception on the part of society in relation to the company. We are transmitting, in short, the ‘character’ and way of doing things. If we are able to be the one who directs the course, we will manage how we want to be identified. It also makes it easier to determine strategies in the company. We refer to internal structural strategies, to make growth decisions, … etc. And we are able to communicate what interests us to each segment of society, therefore we become a more intelligent and open company.
Steps to create the corporate culture of your company
If after knowing the benefits, you are interested in starting to take care of the corporate culture of your company, here are some essential steps to start developing it. Remember that the corporate culture is an aspect of daily care:
1 Start from the top
It is essential in the first place that the CEO’s, funders or managers of the company have a clear understanding of the benefits of corporate culture. Sometimes a restructuring or changes in the way of acting within the company is necessary and must lead from above and be transmitted to the entire organization. If there is no initial confidence, it is quite possible that we fail.
2 Define vision, mission and values
Every company has to have clearly defined these three concepts and also know how to transmit them properly. Well delimited, they will help to make decisions of the company. The mission is the reason for the company, that is, it defines the reason for its existence. Vision, on the other hand, defines what the company wants to achieve. The values detail our way of being. They are the starting point to develop the corporate culture.
3 Involve the entire company
Once we have defined the above concepts, we should begin to develop the corporate culture model that we are interested in projecting. At this time it is ideal to start involving the team of the company. An interesting proposal is to make them participate. For example, you can ask for an opinion or even propose a brainstorming. Listening to their ideas will not only bring them closer to this process, but it will also help the company to obtain interesting ideas and it is a good formula to know how employees see us as a company.
4- Define the corporate culture
It is time to capture the corporate culture that interests us. It is about defining the model that is desired and establishing the bases to make it reach all those involved. To define the model, you should take into account aspects such as communication of the company (messages), behavior, values, … among others. It must also be accompanied by the formula to make it reach the entire team.
5 – Application of corporate culture
There is no corporate culture one day for another. It is a process of implementation and assimilation by the company.
It is advisable to work the application with the internal communication department so that the corporate culture is extended among the workers of the team. Another formula that works very well is to detect leaders among the employees that can help execute initiatives.
On the other hand, we will also work on aspects aimed at our external projection, such as the messages to be launched, image, reputation among many others.
6 – Share achievements
Last but not least, it is essential to share the good progress of the corporate culture with the company. This implies any innovation that is directly or indirectly related to results produced from the application of this.
As we see, there are different aspects to take into account to create an optimal corporate culture. Being coherent and motivated are essential to be able to move in the right direction.
Do you think your company has well-developed corporate culture? What would you improve?