BBB tips to cultivate the value of company culture
There is much talk about the importance of company culture in business circles. Sometimes it's difficult to grasp the amazing underlying potential for value for your company, customers, community and employees.
Aside from your products and services, your business is often defined by the company culture you promote within and outside your business.
While the impact of a poor culture can play a detrimental role to a company's success, a strong culture can play a pivotal role in attracting more industry partners, customers, and motivated and engaged employees.
Company culture is essential for defining and putting into action your company values.
The things you believe are important about running your business should be reflected in the actual running of your business. This can include where you source your products and raw materials, how you treat your customers, and your employment practices.
If your business doesn't already have a mission statement prepared, you might want to consider writing one. Here's why: Mission statements clearly define the core reasons why your company does what it does. Once that purpose is established, effective company culture is the key to activating it across your organization.
Your company's best practices and customer service guidelines should support your mission statement and help create a company culture that embodies it.
A strong culture and mission statement also gives employees a sense of belonging. People work better when they feel like they belong or are part of a group.
A robust company culture projects your values as a business owner and attracts potential employees who share your vision. Hiring people with the same passion for customer service as you do or who feel that your mission statement reflects their personal views means you have ambassadors for your philosophy.
Employees who embrace the company's culture tend to perform better, as they have an incentive above their paycheck. You will find that when you include your staff in the company culture, you help them form teammate bonds and improve the overall work environment. People who enjoy where they work generally work harder and provide better customer service. Having a strong company culture can significantly help reduce employee turnover.
A distinct company culture can help you develop a personality for your business that increases your authenticity among customers, which is an increasingly essential quality for reaching some key demographics. Connecting with a smaller, local business is essential. Building your brand through your values and company culture can help attract new customers as they discover that your culture and mission statement aligns with important things.
Your employees aren't the only ones who benefit from strong company culture. Creating an environment that consistently reflects your values and mission statement also invites customers and potential customers to participate. This is important since your business should have the goal of meeting people's needs through the products it offers or services it provides.
Inviting your customers to buy into your company culture and values help build relationships with them. Making your company culture visible through your website, blog posts, and social media allows you to include your customers in your mission. For example, if you're all about sustainability, then having tips for your customers on how to be more eco-friendly includes them in your culture.
Putting your business values into your daily operations can help you stay focused on your goals and create a vibrant, positive workplace environment, and that is always good business.
• Steve J. Bernas is President and CEO of the Better Business Bureau; he can be reached at sbernas@chicago.bbb.org.