THU 28TH MAY 2020


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Creating A Driving Culture

31st May 2019 Bruce Morton

It’s up to employers to demonstrate that their work environments meet the needs and desires of sought-after talent – and a veneer won’t do. 

So how do you create a company culture that drives your brand?  Bruce Morton explains more.

This is why ‘company culture’ is everywhere at the moment – if a workplace is not an authentic reflection of great ethics and business practices, people will sense that insincerity. Even if candidates are lured in, promises that aren’t kept won’t motivate and retain serious workers, which devalues the investment that companies make in the people they hire.

An effective integrated structure works both ways – as the percentage of contingent workers grows and tenure of employees decreases, companies must ensure they are agile enough to get the most out of workers in the time they are associated with them. 

Does all this mean that HR emphasis on worker retention needs to be reevaluated? Not really. It only needs to be adjusted to take into account the new time frame under which employers are operating. For contingent workers who may only be with an organization for a short while, the old model of getting ROI over a lengthy period doesn’t work anymore, for those who hire or those who work for them. Even in the case of so-called permanent employees, who also aren’t staying as long as they used to, both sides need ways to get that ROI far more quickly than in the past.

Good culture is one way to achieve this. You’ll find a huge amount of books and other resources on creating, maintaining, and improving the type of culture that employees crave. Instituting these things costs little but does require dedicated time and perseverance. Trying to cobble together the “look” of culture via flashy perks like living-room seating and free lunches isn’t enough. A nurturing culture must be the genuine product and extension of a company’s values and vision and drives your brand.

Some steps for creating a company culture which defines and drives your brand:

  1. Instead of relying on workplace trappings, focus on the company’s story and build on its strengths.

  2. An important hallmark of an attractive return on investment for workers is thoughtful workflow and workforce design, making it easy for your team to achieve the goals you set for them takes a little thought and ingenuity.

  3. Locate what is unique to a business and instill a search for like-minded individuals in the hiring process. This builds culture through people and past history; it creates a sense of permanence in an impermanent world. 

  4. Getting feedback from employees may be the most valuable intelligence of all. Let them answer: What can we do to make your work experience easier? More enjoyable? More meaningful? Or “How easy do we make it for you to do great work?” 

  5. Please don’t fall into the trap of sending the suits away for a long weekend retreat and coming back with inspirational quotes to post on the office walls! 

These are the questions we need to be asking, and our response must come in the form of action. Streamline protocols. Increase avenues of acknowledgment. Let your team members know that your purpose is as important to the organization as market share or profits.

About the author - Bruce Morton is a Workforce Design and Talent Acquisition Expert and author of Redesigning the Way Work Works, available on Amazon.  Find out more here



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