Western perceptions of work and career are very different from what we have in Armenia. The reason is simple: work there has a great place in people’s lives, often becoming a priority. For most post-Soviet countries work is simply a guarantee of financial stability.
These perceptions are the reason why most of our employees do not pay attention to circumstances such as job satisfaction, professional growth, compliance with company values. People work just to work without revealing their full potential.
These problems lead to ineffective work, and the work environment is filled with negative emotions.
What is corporate culture?
The Western countries have found a way to overcome these problems. Successful companies pay attention not only to job fit, but also to corporate culture and cultural fit.
It is no secret that today’s big and small companies are following the rules of marketing and have developed their corporate style. Corporate style is not just branded business cards, pens and notebooks, but the whole value system that the company carries. Corporate style is evident everywhere, from the personal relationships of company employees to their behavior in public places. It is said that the corporate style of one of the telecommunications operators in Armenia is so strong that it excludes employees crossing the street in red light.
Corporate style has exterior elements – appearance, clothing, company office interior, pens and business cards, but more importantly the “spiritual” components – corporate culture. You can try to inspire employees with the motivational slogans that the Internet is full of, but it won’t work unless the company carries the values of those slogans.
What does corporate culture give? First of all, it performs a management function: as the company grows, new people come, old ones go, and these changes will help the corporate culture achieve all of the values that underlie the company and help make the right decisions.
The 5 main components of corporate culture
Corporate culture has many elements, of which we have separated the five most important elements.
1 ․ Mission and Vision
Corporate culture is based on the mission and vision of the company. These two explain why the company was created, what it will give people, what problems it will solve, and what it will look like in years to come.
Facebook’s mission sounds like this: “Give people the opportunity to communicate and make the world more open and united.” Google wants to “classify all the information in the world conveniently and make it accessible and useful for everyone.”
As you have noted, the mission cannot be to make the founder of the company rich.
Why are mission and vision important? These allow employees, consumers, and stakeholders to understand the purpose of the company and how it is positioned in the market.
In addition, the vision and mission make it possible to see clearly where the company is at present and what it has to do. This is a great advantage in terms of management. It is important for employees to see the purpose that the company strives to achieve.
2 ․ Real values
If you have decided that the customer is at the heart of the company and that he should be satisfied, then you must prove it at every turn. It is natural that all employees of the company are instructed to serve the customer well, and they do so wholeheartedly or compulsively.
Do you know how the founder of Zappos online shoe store tested his employees? He called the service center and, getting slightly drunk, asked to give him pizza delivery numbers. One can guess what the pizza shop is doing, but a few minutes later the company provided the pizza delivery numbers. By the way, legends about the corporate culture of Zappos are circulating, and they say that Amazon bought the company for that very culture.
3 ․ People
Corporate culture influences employee behavior and thinking, with positive effects on mobility. But those responsible for the results are also the people who form the team, attracting new employees. Corporate culture is for all people in the company, both leaders and subordinates.
4 ․ Confidence and respect
It’s hard to find a company that will say that people in their team don’t respect each other. In all companies people exclusively respect and trust each other. Is that so?
Unfortunately no. In fact, most employees are conformist and prefer to remain silent even when something is bothering them. Can you imagine how business would have grown if people had spoken openly and honestly?
To speak openly and honestly, a proper atmosphere must be created. If at meetings you ask what your employees think, but you do it in a voice that is not tolerated, then we have bad news; You simply lose confidence and the opportunity to create an atmosphere of respect.
Employees need to trust each other, and it’s not about gossip. They need to be sure that they can co-operate quietly and not fall into the trap of some court mystery. You will not have the right feedback unless you provide an atmosphere of trust.
5 ․ Leadership style
Leaders in young companies are like employees. Leader sets an example; If he is responsible and responsible, so are the employees. If a leader likes to be late, forget, ignore, in a very short period of time, he infects others with those negative traits. The bearer of corporate culture must first be the leader – the founder, the director, the leader, because the opposite logic does not work. A high position is not an excuse for disrespect.
Corporate culture is not only necessary for companies to formally immerse themselves in the brand, but it is also very useful for effective management, because people united around one idea work effectively and succeed.