Corporate culture: advantages over competitors

By defining a culture, companies allow their employees to feel part of a close-knit group and adhere more easily to the values advocated. They feel and behave as ambassadors of their brand. But beyond this advantage, the corporate culture offers several others, especially in the face of competition. Discover in this newsletter what corporate culture is for, its components, how to define it and above all, learn how it allows you to stand out from the competition.

Corporate culture: definition

Since the concept was imported from the USA, many people have been wondering what corporate culture is. It is quite simple to understand.

Corporate culture represents the values, myths, and also the personality of a company. Still called organizational culture, it differentiates the company from the competition. It is the foundation of cohesion and optimal functioning of the company, because it brings everyone together around a common ideal. Depending on how the company operates, we distinguish several types of corporate culture.

The clan appears as the type of culture for long-term cohesion. But when it comes to creating an atmosphere of perpetual challenge by encouraging employees, adhocracy is the most appropriate culture.

For companies where freedom and improvisation are not allowed, the culture is called market. Indeed, everything is scrupulously planned. The last type of culture is hierarchy. The latter has the advantage of reassuring all staff because the role of each is precisely specified.

The components of a corporate culture

It is the leaders of the company who launch the culture. The latter focuses on 4 components that are interdependent. The importance of each of them depends on the type of corporate culture adopted.

The company’s values

These are the most important elements in a corporate culture. They can be moral or ethical. In the first case, we can talk about kindness, respect, benevolence or collaboration. In the second case, it may be a question of sustainable development, environmental protection or the equitable redistribution of wealth. Simply put, culture and corporate value go hand in hand.
Corporate values are useful to give real meaning to employees’ work and also to the goals we are trying to achieve. This is why when they are shared, the social climate in the workplace is reinforced.

The company’s history

Founding myth or project of its creators, the history of the company makes it possible to give an explanation of its career or its position. It is a quick way to justify its mode of operation as well. Some managers use storytelling to lead. This significantly strengthens the company’s history.

Operating rules

In every company, the rules are always present. They serve as a police force and help to avoid unpleasant excesses internally. The rules guarantee well-being at work, which is essential to justify a corporate culture. They define the ways of proceeding or the relationship with the hierarchy.

The objectives to be achieved

This component can be seen as the one that justifies the corporate culture as a whole. These are the goals to be achieved in the short, medium and long term. They justify the operating rules and fit perfectly into the history of the company.

Some examples of corporate culture

Large companies have all developed a culture of their own that defines how they operate. Their strength therefore ensures their notoriety and employee loyalty.

• Google advocates cohesion, empowerment and well-being of its employees. Ethical values make up its identity. For example, it says “you can be serious without wearing a tie”.
• The giant Coca-Cola relies on its global presence and of course on its history to build a corporate culture that is inclusive and dynamic.
• Sony values innovation, whether it’s human-based or technology-based.
• Apple is distinguished by the cult of secrecy for the development of new products. Even if the product is developed after the competition, it must be marked by innovation and above all perfection.
• Adidas is known for its culture of performance, passion, integrity and above all diversity. In its premises, the gyms installed ensure consistency.

To build their corporate culture, the largest companies in the world choose a specific focus to ensure consistency with their objectives. Some companies make the trusted platform for employee reviews a must in their decision-making. So it’s up to you to find what it takes for your business and your business sector. Maybe you will choose to bring a special touch to overtime and paid leave or other!

Benefits of corporate culture

The ultimate advantage of a corporate culture is, of course, to distance and differentiate itself from the competition. But this is only the result of several advantages that strengthen the internal organization of your company.

Retain staff

According to recent studies, 79% of employees believe that the atmosphere at work takes precedence over salary. Also, 51% think that it is the values and the state of mind that make the collaboration. In view of these rather explicit figures, it seems obvious that you, as a manager, must make your employees want to stay in your company. It is therefore necessary that, through your corporate culture, everyone can identify and be proud to carry the values of the company.

This feeling of loyalty and solidarity will push each employee to work with passion first. Thus, they will show curiosity and a willingness to explore. They will not hesitate to embark on experiments in order to innovate. Then, they will be motivated to achieve the team’s goals, while staying true to your identity. Finally, your corporate culture will be a springboard for the expression of the full potential of each member of your team, as they will have an opportunity to feel united to a brand, the image of the company, or a name.

Better personnel management

As soon as everyone integrates and takes ownership of the company’s culture, the same values are now shared by all. The development of a more transparent internal communication becomes easier for the manager. By ensuring that each employee takes ownership of the company’s values, you reduce the risk of conflict at work. And in the event that disputes are between two or more team members, it will be much easier to de-escalate the situation.

Boost your competitiveness

When your corporate culture motivates employees, they adhere to the manager’s project more easily. Their productivity increases accordingly and performance is enhanced. In this situation, the company achieves its financial goals more easily, without increasing production costs. As for new employees, they adapt faster. This is called the “culture effect”.

Standing out from the competition

Your corporate culture is your identity. It cannot be copied by another company. Indeed, it is about the values and beliefs that are shared by all staff, but also about the mentality and social models of your company. All this is not necessarily displayed. When proven, corporate culture allows for guidance on objectives, and the processes to achieve them.

It therefore becomes the reference framework for making important decisions inherent in the life of the company. Without abuse of language, it could be said that culture and leadership in the company are inseparable.

Better recruitment success: attract rather than search

For your recruitment, it is no longer enough to limit yourself to the candidate’s skills. It becomes essential to estimate their compatibility with your internal culture. Otherwise, they will have a feeling of dissatisfaction and difficulty integrating into the work environment. This could have a lackluster effect on your team’s social vibe. The consequence will be reduced performance and low involvement in achieving objectives.

To better succeed in your recruitment, it is recommended to share moments of your corporate life on your various social networks. Open days are also a good way to better promote your company.

Also, it would be beneficial for you to adopt a specific tone in job postings in order to restrict the selection process.

As much as in marketing, your recruitment strategy can be refined by outbound and inbound.

Outbound is the classic method of contacting the profiles you need and have targeted yourself. The downside is that the vast majority of those you contact don’t respond to you.

Conversely, you can simply create an attractive employer brand without bothering to contact candidates. They will contact you on their own. The strategy consists, by way of illustration, in publishing visuals of your employees on social networks, offering funding to student associations, sponsoring special events.

By doing so, you will gain notoriety. Although it is a long-term strategy, it allows you to arouse in candidates the desire to work with you. You will increase your chances of having quality candidates.

Build customer loyalty

It is obvious that no company can exist without customers, no matter how strong they are. When customers are loyal to your company, you are sure to be efficient and especially to distance the competition. But here, everything will depend on the values you advocate to your customers. While some companies value the preservation of the planet, others offer advertising mugs or personalized items during important events. These gifts are subtle but effective ways to build customer loyalty and increase visibility. Why not invite them more often to your corporate party ?

Tips for building a strong company culture

It seems clear from all of the above that having a strong corporate culture is a significant competitive advantage. Having one is not a Chinese puzzle. Some just look like references that are already shared by their staff. But in case you don’t know where to start, here are some simple steps you can take to forge your company culture.

Identify values that define you

This is the first phase of reflection that you have to go through. Do you want to distinguish yourself by ethics or performance as a priority? The values should make your team want to get up in the morning and driven by the desire to come to your premises to work.

Adopt offices that look like you

Colors are very eloquent when it comes to conveying messages. This is why the decoration of your offices must be in accordance with your values, because it will be the first vector of your culture. So adopt a design that constantly recalls your vision, and that generates feelings of belonging to your employees.

Adopt a single language

In some companies, the familiarity and use of first names can break down barriers and promote conviviality. Choose a language that gives a playful dimension to daily tasks and that, above all, reduces hierarchical distancing.

Focus on the strength of your teams

If you have disjointed teams, always in conflict and without any collective culture, it goes without saying that you will not make old bones in the face of competition. This is all the more important today when teleworking is gradually becoming essential. Your company draws its strength from the collective. Only in this way will the company’s identity be better shared.

It is important to remember that corporate culture is intuitive, intangible and evolving. Above all, it must be easily transferable to any new employee.`