The Correlation Between Workplace Culture & Brand
Nov 16, 2022 · 7 mins read ·Company Culture
At the height of the pandemic and its subsequent impact on the recruitment world (does the Great Resignation ring a bell?), industry experts frequently cited that solid workplace culture is key to hiring and retaining top talents.
But for the most part, companies typically hyper-fixate on surface-level benefits and policies.
Dress codes, mission statements, the presence or lack of ping-pong tables or coffee makers in the office—these minute details heavily made up for what is considered to be a company's workplace culture.
Although these might be extensions of culture and have an impact on involvement, they neither define nor even remotely produce it.
So, what is genuine workplace culture? And does it all go hand in hand with your company's brand?
What is workplace culture?
The majority of businesses frequently make their basic principles clear, presenting them on their websites, social media profiles, and other materials like annual reports.
This is based on the unstated presumption that top management established these values and that all employees of the firm should uphold them. Employees, in contrast, frequently bring preconceived notions and worldviews with them when they join a company.
These principles now form a part of the employee's personality. Companies can therefore be seen as hubs of cultural diversity.
The culture of your company defines its identity and character. Combining your company's values, customs, beliefs, interactions, behaviors, and attitudes gives it individuality.
A positive company culture influences performance, motivates employees, increases happiness and satisfaction, and attracts top talent. Everything impacts your company's character. Culture is heavily influenced by management, leadership, workplace procedures, rules, and more.
Healthy workplace cultures consider individual well-being and integrate employee habits and corporate regulations with the company’s overarching objectives.
Work culture affects a person's capacity to establish productive working connections with coworkers and how well they fit into their new setting.
The workplace culture impacts your attitude, work-life balance, professional progress prospects, and job satisfaction level.
What is a company brand?
Your business has a distinct identity thanks to its brand. A strong brand may influence how customers perceive and interact with your company.
Having a strong brand makes it unnecessary to compete just on pricing. In all cases, the strong corporation in terms of brand will prevail, even if they are more expensive. This is because customers are willing to pay more for things with a name brand.
Consumers are familiar with the brand, and rivals are wary of it. Therefore, company branding is crucial to promote a firm's goods effectively.
By understanding the company's brand, the public can predict the kinds of products to expect from it. Customer loyalty and a successful business may result from this.
However, a company's branding may also cause it to lose money. As word spreads about a brand, businesses with poor products or customer service risk losing customers.
When a product doesn't meet expectations, companies with a solid reputation might lose their core customers by neglecting to care for their staff or clients.
A company's reputation also contributes to the development of its brand, in addition to customers and products. When all of the company's stakeholders are happy, it improves brand perception and, as a result, generates more revenue.
Why is workplace culture linked with the brand?
Earlier, it was mentioned that the workplace culture impacts the employees' attitude and overall job satisfaction. A company's brand is the same thing.
A thriving culture fuels an effective brand.
Similarly, your brand will only succeed if your workforce is dedicated to the culture.
In addition to helping the implementation of corporate strategy and encouraging success, culture affects how the public sees the company. A company's culture significantly influences how its employees and customers—as well as potential employees and customers—view the business.
Culture matters because it affects how people feel about their jobs, which either makes or breaks their work.
How a person feels about a company is among the most crucial variables in determining whether they stay or leave. In addition, retention, engagement, and dedication are impacted.
This internal image is later disseminated outside the company through various channels—word of mouth, corporate responsibility, interviews, internships, graduate programs, and marketing initiatives.
Given that the core of any employer branding initiative is the company's reputation as a "premium" employer brand and an employer of choice, the corporate culture is crucial in forming that image and promoting the brand.
The company's culture and image, among other things, affect how it is perceived internally and externally. Therefore, any employer branding effort should consider the corporate culture and how the employer brand's objective fits into it.
A company's culture impacts top to bottom management. The environment in which they spend that time will significantly impact how well they perform at work.
If they work for a company with a strong culture that matches their beliefs and attitudes, they are likely to put in extra effort and stick around.
On the flipside, they are much more likely to leave the company—or, worse yet, stay but underperform—if the culture does not reflect their personal feelings.
The importance of workplace culture goes far beyond the environment at your place of employment. Company culture affects every business area, including performance, retention, and recruitment.
You will notice the most significant impact when an employer brand is genuine, connected to workplace culture, and emphasizes what employees value most.
You find the right talent to enhance the culture of your workplace. You tell stories about your employer brand that inspire your current workers and inspire pride, trust, and loyalty. You communicate in a way that is consistent with who you are now and where you want to be, which helps your business and culture go in the right direction.
Additionally, you constantly convey and deliver the culture you are working to create. Therefore, a strong employer brand contributes to your culture and organizational foundation and provides a solid reputation when appropriately managed.