The idea that a brand is a promise to the customer is a bit simple, but it gets the point across. If the product or service experience doesn’t measure up to expectations, there will be a ripple effect from that disappointment, and the brand will be tarnished. Almost every person in a leadership position in companies today gets that.
Similarly, culture is the expectation that there will be a certain elevated level of behavior and interaction in the workplace and that the things we do there have a larger purpose than just making the numbers. It’s kind of like what you might have been looking for as you walked onto your college campus for the first time. All the hopes and dreams for your future, and this was the place where it was all to begin. Did it amaze you or disappoint you?
My experience at the University of Michigan was amazing. Eyes opened. Horizons broadened. Lots of work, but intensely interesting and engaging. I only left because I knew I had to graduate at some point and go on to my next adventure.
Now, is that the kind of experience your corporate culture provides to the people who come and work for your company? Do they leave only when they feel they absolutely have to, or are they aching to get out forever once they finish that nasty review on Glass Door?
As company leadership, you may not necessarily believe it’s your job to build a culture that enthralls your employees with the work they do, but it is. In the very near future, it will be an even more important point as the Millennial Generation becomes the dominant force shaping how and why we work. Corporate cultures that provide a positive environment and engaging experience not only attract and retain the best talent, they’re more efficient and effective. That results in greater profitability.
So why not make a promise to your workers as you do to your customers? It’s just good business.