Corporate culture – strategically essential, but elusive
Measuring corporate culture and identifying structures
What is your organization’s corporate culture?
Corporate culture is shaped by the values and the ways of thinking and acting of the people who work in the company.
By now it is understood that corporate culture is one of the most important strategic prerequisites for success in a competitive environment. At the same time, it is one of the biggest challenges for employees and executives because it is so elusive.
Asking key questions about corporate culture
The following six aspects are essential to identify the corporate culture:
Identification: Are there a common mission, standards and values shared by all (cohesion)?
Integration: Are social relationships between employees strengthened, e.g. through teamwork?
Motivation and satisfaction: Is attention paid to the well-being of employees, e.g. through fair treatment or participation of the workforce?
Coordination: Are work processes efficiently managed?
Innovation: Are the abilities of all employees in dealing with innovations fostered?
Customer satisfaction: Is there an appealing and appropriate form of external representation, e.g. staff behavior or marketing?
“We help to measure the elusive aspects of culture and develop them in a targeted manner.”
Prof. Dr. Joachim Hasebrook, Senior Manager in the area of Human Capital, Chair of Human Capital Management at Steinbeis University Berlin and Academic Director of zeb.business.school
A simple formula: corporate culture = corporate success
A high level of agreement with the key cultural questions listed above has been shown to positively influence a company’s success. A strong identification of the employees with their company, for instance, is highly desirable. High employee performance is more likely to be achieved when everyone in the organization is fully integrated. It is also important to coordinate and distribute tasks well. A motivated and satisfied workforce ensures economic success. Innovations ensure the long-term existence of a company. And last but not least, a high level of customer satisfaction leads to customer loyalty and is the basis for future revenues.
Measuring your corporate culture and identifying structures
How can these values for the organization be identified? And how can they be used to understand and improve the corporate culture? Prof. Dr. Joachim Hasebrook, expert for human capital, demography and competence management at zeb, and Dr. Sybill Rodde from zeb.campus have asked themselves exactly these questions and have developed the zeb culture analysis, enabling the classification of corporate culture.