A strong organizational culture has many benefits. This article will go about how this can help a company create a brand identity, define goals, and improve employee retention.
Positive work culture is the driving factor behind an organization with happy, motivated, and valued employees. Strong organizational culture plays a critical role in attracting the best talents and enhancing employee retention and engagement rates, leading to customer satisfaction, better sales, and overall success.
So, what is organizational culture, and why is it important? At its core, organizational culture is the way things get done and why they are done at a workplace. According to The Business Dictionary:
“Organizational culture includes an organization’s expectations, experiences, philosophy, as well as the values that guide member behavior, and is expressed in member self-image, inner workings, interactions with the outside world, and future expectations. Culture is based on shared attitudes, beliefs, customs, and written and unwritten rules that have been developed over time and are considered valid.”
A strong organizational culture focuses on creating a healthy and holistic work environment where employees feel empowered to reach their full potential. It is extremely crucial for the success of any company and the individuals that comprise it.
Let’s now look at some of the benefits of a healthy organizational culture:
Enhances Productivity and Employee Wellbeing
A company’s work culture directly affects its employees’ productivity and creativity because people want to work with an organization that is in tune with their values and principles. In return, employee wellness affects everything from production to profits.
A healthy organizational culture with clear objectives, transparent policies, and a collaborative environment that values contribution and offers recognition plays a pivotal role in boosting productivity and innovation. In contrast, a highly competitive work environment with a hierarchical culture is detrimental to employee wellness and creativity.
Cut-throat competition and negative peer pressure increase stress and hinder productivity. Authors Emma Seppala and Kim Cameron noted in a Harvard Business Review article that,
“a large and growing body of research on positive organizational psychology demonstrates that not only is a cut-throat environment harmful to productivity over time, but that a positive environment will lead to dramatic benefits for employers, employees, and the bottom line.”
A corporate culture that embraces a healthy work-life balance through benefits such as the option to work remotely, period leaves for women, and a family-oriented approach will produce employees to look forward to work with a healthy, energized mindset.
There’s no doubt that taking effective measures to improve collaboration within your company departments increases employee engagement and output. When employees are invested in the company’s philosophy, combined with a strong sense of belonging and purpose, they are inherently motivated to perform better and contribute to the success of the organization.
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Creates Strong Brand Identity
A company’s brand identity goes beyond its logo, products, or visual appeal. It is greatly defined by the relationship between the organization and its employees. After all, the people that work for your company are its brand ambassadors.
Brand and company culture mirror each other and are inextricably linked. A strong business culture that reflects the brand demonstrates to the public that your company is authentic and committed to customer satisfaction. The promise a company is making to its customers is echoed in the company’s brand, and a healthy and positive organizational culture brings the brand to life and delivers on that promise.
Addressing brand identity and company culture simultaneously will make you realize that there are two sides of the same coin and benefit immensely from each other. Your company culture can define your brand by building it on a solid foundation, and your brand, in return, can reinforce that culture. Creating and maintaining a positive culture and brand is a constant, ongoing process. Defining your company’s core values and business practices is the best way to start.
It is also important to hire like-minded people whose values and goals align with the company. A LinkedIn survey revealed that 65% of employees prefer doing work they actually enjoy in a positive environment and forego higher pay. The research also revealed that 50% of employees preferred to work for companies where they felt valued and accepted and can have a positive impact on society. By embracing the obvious and unbreakable link between culture and brand, an organization will have taken the first step towards unlocking the combined power of both.
Improves Recruitment Process
Great work culture is the bond that holds the company and its employees together and is the key to attract the best talents. Finding the right person for a job from hundreds of applicants can be a daunting task. However, in many cases, it comes down to selecting a candidate whose mindset, work ethic, and values align with the company’s culture. A large number of candidates consider an organization’s culture before applying for a job. According to research, 77% of applicants across the UK, US, France, and Germany considered company culture as an important prerequisite while applying for a position and used it to inform their decision.
A company should prioritize creating an organizational culture that leaves a strong impression in order to engage the interest of top candidates. A positive corporate culture will attract equally motivated candidates that will drive business. When people feel comfortable in their work environment and value their colleagues, they will be more motivated to work hard, not because they have to but because they want to.
Promoting your company’s work culture is one of the best ways to find and recruit candidates who will fit in your existing work environment. A website or a job listing that captures and effectively markets your brand can demonstrate the culture that thrives within your company.
Showcasing company culture on social media is yet another great way to highlight your organization’s core values and reach a large number of people.
Clearly Defined Goals
Your organization’s culture expresses company goals through values and beliefs and guides activity through shared principles and group norms. Strategy and culture are the primary tools that direct an organization on where it needs to go and keep the destination in mind for everyone on board. When it comes to growing strategically, developing a healthy culture helps to define the goals of an organization. Clarity among all employees on the overarching values and goals of the company motivates everyone to work towards achieving the same goal.
Clearly defined goals support a growth mindset as they set targets for employees to work toward in the near and far future. When an organization defines its goals clearly, it cultivates transparency in decision-making, encourages collaborative efforts, and nurtures an environment dedicated to learning and improvement. Strategic goal planning also helps teams overcome barriers of ambiguity. Team members who are informed and knowledgeable about the direction they are working in are more motivated to finish projects. Having clear goals unifies employees and promotes organized work structures that help people work together with purpose.
Better Employee Retention
Along with attracting and securing great talent, learning how to retain talented employees is a key aspect of maintaining a company’s productivity and competitive edge. When employees leave a company within a short duration of being hired, the time and money spent during the hiring and onboarding process are lost, while restarting the hiring process all over again leads to increased expenses.
Moreover, it also negatively affects office morale as other employees might have to temporarily take up additional tasks. Gradually, they might lose confidence in management, experience increased work stress, and also end up leaving too. Positive company culture helps its employees live successful workplace and personal lives, along with creating a strong and reliable workplace community.
An organization with a strong culture that supports work flexibility and offers employee benefits is more likely to retain its employees and see better productivity as well as profits. Workplace flexibility is one key method to retaining top performers. Investing in quality training and career development opportunities improves employee experience and thus, encourages them to be more invested in the organization.
An organizational culture that values open communication and the giving and receiving of feedback sees better employee retention. Such a culture can be nurtured by conducting regular meetings, surveys, and a leadership level that welcomes and acts on employee feedback creating an open two-way communication channel. Making efforts to truly understand disaffected employees means that an organization can work on improving those conditions. A company that is open to feedback and communication builds a culture of loyalty that reduces the risk of turnover.
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To Sum Up
The success of any organization, whether a start-up or a multinational company, dramatically improves with a positive organizational culture in place. It affects every aspect of an organization, including business performance, client satisfaction, efficiency, and job involvement. People prioritize good organizational culture when determining whether or not they want to do business with a company. Strong organizational culture is not created overnight; it requires effort from business leaders from day one. However, creating and maintaining a positive and all-inclusive company culture will allow you to reap the benefits and point your business growth in the right direction.
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