By Andrea Montes, member of the Baud team.
Organizations. Large or small. Innovative or traditional. Global or local. With their balance sheets, their production processes, their real estate. And, above all, with their greatest asset: people. Although it is often presented as an abstract and distant entity, business reality is, in fact, the reality of all the people who make it up.
The corporate culture linked to the product or service that a company markets is always one of its highest priorities, taking care of its external image and ensuring that it conveys the desired meanings. However, it is necessary that this attention to detail is also projected on a more personal and internal level.
A company is people and its development depends directly on the involvement of its human team. This dedication is the result not only of individual skills but also of a joint commitment that adds up to the same direction or, in other words, the construction of a corporate culture that favors growth and the connection between company and employee in the long term.
The current crisis has demonstrated the strength of a solid corporate culture as a key tool for maintaining unity and trust in the face of possible uncertainties and, at the same time, has revealed the complexity that its optimal management implies. In a context in which we have seen a reduction in the vast majority of cultural elements that favor social exchange and human connection, the challenge is clear:
How to create a corporate culture that reinforces the employee's role as an essential part of the company's success.
Far from being a vague or ethereal process, building a corporate culture is based on the discipline of creating common habits that promote the well-being of people while positively impacting the progress of the business.
Refocused leadership
First, let's start at the top. Traditional leadership as we understood it until a few months ago is beginning to fade because the elements of leadership recognition are being lost in the new context of offshore work. Therefore, leadership must be refocused and guide the employee from efficiency to resilience. Today we need leaders who generate security, who trust in the autonomy of their team and who inspire a common purpose through their own example.
Personal wellness
Second, let us understand that there is no corporate culture without personal well-being. Each employee must be listened to and understood in all dimensions (personal, professional and social). Only then, and thanks to this in-depth knowledge of the team, is the company able to introduce adaptation as a pillar around which the corporate culture revolves. An organization must anticipate and respond to the needs of its employees in order to create an atmosphere of well-being that satisfies and rewards them emotionally. A corporate culture that is not static, but open to the reality of people and integrates innovation without losing its own essence.
Casual and inclusive culture
Third, let's strengthen ties. Teleworking has drastically impacted the sense of belonging and the sense of community in organizations. Therefore, it is now necessary to promote a a "casual" culture that favors inclusiveness and dialogue beyond the business. Informal conversations, sharing a coffee or celebrating a special day are moments that should not be lost because they are far away; in fact, they should be facilitated through technology. A united team is much more than a team.
Shared purpose
And finally, let's select talent in sync. The search for new hires is a complex process that requires the perfect balance between knowledge and intuition. Today's companies need people who share your purpose and strive for that common goal. This is transforming the recruitment process. Academic qualifications or professional resumes are no longer the first filter for selection, but increasingly, the identification of the candidate's personality and aspirations with the organization's values plays a crucial role.
Today, when it has been proven that employees are the driving force of companies even in the most complex moments. Today, more than ever, their well-being must be prioritized through the construction of a corporate culture that invites to feel involved, to contribute knowing that you receive, to connect more than professionals, people.
A company grows only when its employees also grow, so before looking at the market, the competition or the future, let's look inward and take care of the one thing we can't replace. Because, let's not forget, there's no better brand ambassador than a proud team that is where it wants to be.
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