An organization’s mission statement is basically a synopsis of its corporate culture. Also known as company culture, corporate culture is defined as the values, beliefs and attitudes that characterize an organization and guide its practices.
Corporate culture has become a buzzword in the business world, and for good reason. Due to social websites such as LinkedIn, Twitter, Indeed, etc. people now see businesses through “glass doors.” Anything and everything someone wants to know about a company is now readily available. So say a potential employee is trying to determine if a company is a good place to work. With a few keystrokes, he or she can find out quickly.
“Actions speak louder than words.” Although that saying might seem cliché, it couldn’t be more relevant to today’s’ business world. Corporations are no longer judged on what they say but what they do. If their actions don’t reflect their message, branding becomes a wasted effort. Trust is lost and as with any relationship, that is the most damaging thing that can happen to a company’s image.
Stand firm on your company’s corporate culture without fear. Research shows that as a general rule, what your values are is less important than the fact that you hold true to them. That means being consistent with your message, actions and culture.
A hallmark of successful companies is an inside-out approach to marketing. Corporate values should be established at the very foundation of a business, and that begins with every single employee.
How important is corporate culture? A recent survey showed that 60% of businesses believe that what a company stands for is one of the biggest factors when considering a corporate partner, while 21% of businesses care more about innovation and only 20% care about dominance in the market. A whopping 81% of executives believe that long-term business partnerships center on values and conduct. So it’s clear that consistency in corporate culture is a primary driver for success.