In today’s climate, people want to work for an organisation that has a higher purpose. That makes a difference. Where impact can be felt.

When it comes to corporate culture, there’s a real difference between saying and doing. You can’t make a promise and then not follow through. If you say something, it needs to be delivered with action. And lots of it.

Companies that commit to their words are far more likely to create a high-performing culture where people feel inspired and connected.

But how many businesses can say this is actually happening?

Consider this: in a study, 80% of CEOs said their companies were supporting the physical and emotional health of employees. The problem? Only 46% of employees agreed.

To make culture work, brands need to bridge the gap between intention and action. And it starts by delivering on your promises.

What happens when you get culture wrong?

Nowadays, employees are quick to call you out if you get culture wrong.

Everyone remembers the BrewDog scandal, right? The brand, built on a cult of personality and an abrasive, punk attitude, found itself in hot water when 300 former employees penned an open letter lambasting the toxicity of its workplace culture.

For years, BrewDog had promoted itself as a fearless and outspoken culture where people could come to thrive and further their careers.

The “Punks with Purpose” open letter was a seminal moment in the wider recognition of the value of culture. As the letter says, “BrewDog spent years claiming to be the best employer in the world… [but] being treated like a human being was sadly not always a given”.

The letter even calls out specific examples of BrewDog’s hypocrisy, showing how the company’s words did not align with its actions. BrewDog is not alone; employees at Activision Blizzard also staged a walkout over accusations of misconduct.

The point is not to slam these companies – it’s to show the importance of backing up your promises and commitments with tangible action.

Culture is what happens when a defined set of behaviours and beliefs are allowed thrive. If a business allows negative behaviours to fester, then it will spread and damage the reputation of a company moving forward.

Thankfully, it doesn’t have to be this way.

Organisations that are nailing culture and following through

Culture needs to be a priority. When you get it right, great things can happen.

Spotify’s “Band Manifesto” is a solid example of this. It explains the company’s mission, beliefs, culture and values in a clear and easily digestible way. Moreover, it provides a direct link between its cultural vision and how this will be lived in everyday life.

In its own words, “Spotify is a purpose-driven company, using our strong values and beliefs to guide us in our strategies as well as our everyday decisions.”

The importance of this shouldn’t be understated. At a time when remote working is putting a strain on engagement, culture has an even more important role to play in rallying people together.

Bacardi is another brand that is leading the way in delivering on its promises. As Layal Baaklini, Global Disruptive Innovation Director at Bacardi, says, “You need to be curious about people to create connection on a human level. Build a sense of community around common interests, show you genuinely care and find ways to bring people together all help make virtual working more meaningful.”

When the bridge between intention and action is met, companies can create a high-performing culture that empowers people to thrive in the unique conditions of your corporate environment.

Following through on this can lead to all sorts of benefits: individual accountability, brand loyalty and a refined ability to attract and retain top talent.

The point is simple: back up your words with substance, and the results will follow.

What does your culture say about your business?

The first step in creating a culture that’s worth shouting about is understanding where you stand today.

That’s why we’ve developed Culture Unleashed – an online assessment tool that helps businesses identify the behaviours needed to create a high-performing culture.

The tool benchmarks against eight traits associated with high-performing businesses, revealing your company’s dominant traits, key watchouts to consider and areas of improvement.

Want to find out more?

Book a demo today

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