Creating Your Unique Culture
The term culture has become commonplace, but while it’s simple in concept, it’s not necessarily easy to deliberately create the kind of culture you want. To begin with, the term culture means different things to different businesses. Some people think of “culture” in terms of dress code or interior décor, while others think of it in terms of employee recognition or the organizational structure. The fact is, they’re all right. A company culture is made up of many little details and factors that give your business character and separates you from competitors. There are two main reasons (and many minor ones) to be purposeful about your culture. One is that a good culture-fit determines whether or not your employees feel engaged. And, according to Gallup, employee engagement is an important predictor of company performance even in a tough economy. The second is that your internal culture largely translates into your external brand, and can determine the people and clients you attract.
Leah Busque, Founder and CEO of TaskRabbit, says, “There’s a direct link between culture and brand that you can only leverage if you recognize it exists. Beyond brand, culture can help drive your product itself by creating the conditions for idea generation that is and will continue to be the lifeblood of any company.” Company culture is that important.
How do you build a strong company culture? Start by determining your core beliefs and values. As a leader, your attitudes and behavior will determine how the rest of the people in your company conduct themselves. Make sure they understand what you care about and what you expect from them. Spell these out in a mission statement for all current and future employees and customers to see. Recruit employees who are passionate about carrying out these beliefs and values. Add professionals to your network who are in line with your culture so they can assist in referring clients who will appreciate how you operate. Finally, allow your culture to highly influence your brand – perhaps by incorporating employee photos or your core values into your marketing materials.
Company culture will have a long-lasting affect on your business. For example, you may pride yourself on a relaxed culture for your employees, which translates into happy interaction with clients. This client interaction might be more intimate; customers feel they are part of a family and not just another sale. Your company culture helps ensure both employee and client retention since both are happy with their interactions, and mutual respect and appreciation is a common occurrence.
As Busque explains, “Culture is the healthy diet and exercise that keeps your company in tip-top shape – it’s preventative care no business can afford to take lightly.” Perhaps it’s time to revisit the culture-gym!
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