By Aimee Woodall
‘Culture’ is one of corporate America’s favorite buzzwords. Like ‘synergy’ or ‘proactive’, this five-dollar word aims to encompass all that makes a company special by showcasing things like break room Ping-Pong tables, complimentary gym memberships, and Fun Friday ice cream socials. Culture has become shorthand for perks but it shouldn’t be.
Perks are a great way to get new employees in the door. But how do you keep them there? That’s what culture is for. Think of it this way: Perks are your sizzle; culture is your steak. Culture is the environment you offer, the feedback you solicit, and the comfort level your employees have in approaching you with ideas. Beyond that, it shows your staff the flexibility, collaboration, and strength of purpose that you can offer them long term.
You build a culture because you care about your people and recognize that they are people! Employees need support, harmony, and autonomy in their work environment and the best employers provide that because they are people too.
Still need a reason to start building a better company culture? Here are 5 business benefits you get when you put your people first:
Loyalty
Employees who feel trusted and who are given opportunities to grow tend to be a lot happier at work. They also stay put the longest. Loyalty means much more than seeing the same faces around the office. Those who stay for the long haul also put out higher quality work than their short-timer counterparts.
Retention
A great culture means employees are invested in staying and less money is spent replacing them. In addition to putting out better work, loyal employees save the company major dollars due to the reduction in turnover. High turnover lowers productivity and causes the remaining staff to be overworked which affects your business negatively but it also has tangible costs as well. Interviewing, training, and recruiting can eat up 150 percent of a tenured employee’s annual salary which takes money directly out of your profits.
Reciprocity
Employees who genuinely enjoy and love being connected to their jobs represent your brand well. They turn into evangelists, preaching the gospel of your company to their peers, both online and off. This naturally extends the bandwidth of your marketing and PR departments by adding voices to tell your story.
Creation and Innovation
Innovation comes through understanding and improvement based on a deep knowledge of the company. An open, collaborative culture that allows employees to ask questions gives them the ability and the latitude to find ways to improve their work or the company’s operations.
Admiration
Companies that offer an enviable company culture are envied. They get recognized in the media, enjoy the placement on lists, and win awards for their innovation and creativity. Think of Google, Whole Foods, Patagonia, and the like; each is enshrined as one of their industry’s leaders in culture and they are brands people want to be associated with because of it.
While competitors can copy your product and services, they can’t touch your one-of-a-kind culture. It’s a way to set your business in a class above others in your industry. It’s a way to lead and to recruit the best and brightest in your field. When you create an inspiring place to work, people are going to work for you and work with you, giving your business an edge that no one can duplicate.
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Aimee Woodall is the owner of the Black Sheep Agency, a Houston-based strategic branding agency specializing in cause-driven marketing, public relations, social media, and community outreach. You can contact Amy by phone at 832-971-7725, by email at aimee@theblacksheepagency.com, or visit the website at www.theblacksheepagency.com.
