How to Build a Corporate Culture and Why It's Important
In an increasingly competitive and dynamic work and commercial context, the importance of a representative corporate culture is increasingly gaining ground, as a distinctive element and a reason for value.
The so-called “corporate culture” has now become a crucial strategic asset for attracting talent, increasing productivity and consolidating brand identity ; but what exactly is it and how is it achieved?
We are not talking about a series of values written in an official document, but about concrete behaviors, daily relationships and shared practices, which mark the daily life of the organization in the company.
In this article we will therefore try to dissect the true meaning of “corporate culture” , to understand how to effectively build and personalize it (also through Corporate Welfare) and why it is fundamental for long-term success.
What is meant by "corporate culture"
Corporate culture is the set of values, principles, unwritten norms, and behaviors that define how an organization operates and interacts, both internally and externally.
We could define corporate culture a bit like “the company's character”, its “ heritage ”, its way of being, of presenting itself and of interfacing with others, both with its employees and with partners, collaborators and end customers.
Corporate culture is, in short, the result of the company's identity, history and vision : vision and mission included, of course.
A strong culture that is coherent in its choices fosters cohesion, motivation and a sense of belonging, while a weak culture inevitably ends up generating misalignment and conflict.
At this point, it is almost automatic to ask: how to get it?
How to Build a Good Company Culture
Building a strong company culture first requires TIME, consistency and involvement at multiple levels.
Among the key elements:
- define clear and shared values , which must reflect the company mission and vision.
- Use transparent communication that fosters open dialogue and active listening.
- Have consistent leadership , where managers themselves embody the company values, setting an example for their subordinates.
- Provide effective onboarding , where every new employee is made part of the company culture from day one.
- Use forms of recognition and feedback to reward behaviors consistent with values and strengthen the culture over time.
To better understand the true scope of corporate culture, it is useful to distinguish 3 closely connected declinations…
Organizational culture, corporate culture and work culture
We could define corporate culture as the result of the sum of 3 closely related concepts, which highlight different but complementary nuances: organizational culture, business culture and work culture.
Organizational culture represents the set of all shared values, beliefs, norms and behaviors that characterize an organization and influence its dynamics and internal functioning and external relations.
The corporate culture instead It refers - among these - specifically to the values and practices that define the corporate identity in detail.
Work culture - finally - includes the values and norms that practically regulate the way in which people interact and work in a given professional context, both inside and outside the organization.
To give some examples, organizational culture refers to the set of values, beliefs, norms and behaviors shared within an organization and influences the work environment, employee motivation and overall company results. It can be positive or negative, resulting in significant impacts on employee well-being and productivity.
A good organizational culture is built through communication, collaboration, autonomy and continuous learning.
The term “corporate culture” is often used as a synonym for “organizational culture,” but with a greater emphasis on the specific context of the company; it can therefore manifest itself for example through a dress code, working hours, office structure, benefits and the like…
Corporate culture impacts how employees interact with each other and the outside world, and how business processes are managed; an example of this is a culture of innovation, where the company encourages experimentation and continuous learning.
“Work culture” is a broader concept that includes the values and norms that govern the way people interact and work.
It is not limited to the internal context of a single organization, but can be influenced by external factors, such as industry trends or social expectations.
It can be characterized by aspects such as flexibility, collaboration, transparency and work-life balance .
An example of a work culture is a collaborative culture , where employees are encouraged to work together and share their knowledge.
These 3 different levels are essential to each other and show different sides of the same coin , influencing each other and contributing to defining a comprehensive and complete identity of the organization.
A solid corporate culture therefore includes both a good organizational, business and work culture, but - by doing so - is it possible to lead the company towards the true achievement of its objectives?
Why Corporate Culture Matters
As already partly mentioned, a well-constructed and coherent culture has tangible effects on company success, because it increases employee motivation, improves the internal climate, reduces turnover and facilitates the attraction of talents in line with company values.
Furthermore, when internal behaviors truly reflect the declared principles, the entire organization gains credibility and cohesion.
If a company is able to bring its culture to life in every aspect of its daily activity, it stands out not only for what it does, but for HOW it does it ; building something unique in its genre and capable of truly differentiating itself on the market, in a “memorable” way.
But let's take some concrete examples...
Examples of corporate culture
Many successful companies have built a strong, recognizable culture that guides their evolution.
Some focus on continuous innovation , creating environments open to experimentation; others put sustainability at the center , transforming ethical commitment into a competitive advantage; still others focus on the valorization of human capital , offering spaces for growth and real listening to their employees.
There is no single and correct choice a priori, what matters is that, in all these cases, culture is not something abstract, but a strategic lever that influences every decision, creating a narrative: each one his own!
The company tells its story, adding added value to the single product, hypothetically replicable, making it unique, because it is linked to a commitment, a message, a meaning, a style.
Corporate culture & brand image
The link between internal corporate culture and external brand image is direct and profound.
If the culture is authentic, coherent and shared, external communication will also be credible.
On the contrary, when there is a gap between what the company communicates and what actually happens within it, the reputation risks being fragile and easily attacked.
Brand image , in this sense, can be considered as a mirror of corporate culture.
It is up to individual companies to choose which values to carry forward, to shape their corporate image, but it is now undeniable to say that a company that puts people at the center and that cares about the health of its employees and the environment , today can only be perceived positively, both internally and externally, generating trust and attractiveness .
This is where Corporate Welfare comes into play, as a concrete support to create a positive working environment and a personalized brand image!
The Crucial Role of Welfare in Creating a Solid and Healthy Corporate Culture
Corporate Welfare today represents one of the most concrete and powerful tools to strengthen organizational culture and promote a positive work environment.
It is not just about offering some additional benefits , but about adopting a vision centered on people's well-being , as a founding value of the corporate identity.
Welfare can in fact have a direct impact on the quality of working life and, consequently, on productivity, loyalty and the ability to innovate.
When a company invests in real support services, it takes into consideration options such as flexible hours and smart working , forms of parental protection , healthcare and/or psychological support, continuous training methods and opportunities and all the necessary precautions on a case-by-case basis, to support the life and daily routine of those who work there.
inclusive work environment , in which stress is reduced to a minimum, in favor of a healthy balance with the private life of employees.
[Read also the article “ What is Wellbeing ? The importance of workers' wellbeing for Corporate Wellbeing ”]
Thanks to Welfare, the company is communicating a clear message to its employees: “people are at the center here” ; and it does not do so through a slogan, but with facts.
This approach strengthens the sense of belonging, stimulates collaboration and creates a culture based on trust, respect and reciprocity .
A work environment where Welfare is experienced as an integral part of the corporate culture becomes more attractive to new talents, but also more resilient in times of crisis.
People feel valued, protected, listened to ; and when well-being is perceived as an authentic and constant commitment, companies reap the benefits in the form of enthusiasm, retention and reputation.
In an era in which work is changing profoundly, Welfare is no longer an option, but a pillar for building a modern, sustainable and human corporate culture.