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  • Writer's pictureTony Richards

Strategically Communicating Company Culture

Leaders should be continually conveying the message of company culture.

Your company culture is not only what your company does.  It is also the who of your people. It is the why you do what you do. Once your employees know your what – which is easy to explain but also your why – they can become the who. When your employees can identify with and understand the company culture then they become better representatives of the brand and carry that with them as they interact with consumers or clients.

As the leader it is your job to strategically communicate the culture of your company to the employees, so they may become envoys of the brand and promote it in all that they do. Your company’s brand is communicated in everything from how the phone is answered, to the orderliness of your facilities, to how team members work together on a project. If employees do not understand your brand they may inadvertently undermine your promise to customers. Internal and external communications must be aligned. Employees need to hear the same message you send to customers. You want employees to have your brands’ vision in mind even when they do not come directly in contact with customers.

Communication is the key to every relationship. Strategic communication is vital within company culture. Assuming someone understands what you’re thinking is always a bad idea. That is why it is imperative to continually convey the message of your company’s brand to the team. Communication is strategic when it is completely consistent with your organization’s mission, vision, and values. It is also strategic when it enhances attraction of your brand over that of competitors.

How to strategically communicate the brand to the employees:

Identify your employees’ touch-points. These are places your employees interact daily within the organization.It is how they are experiencing the workplace.

Have an internal campaign that reflects consumer marketing.Work directly with your HR department and divisional managers and market to your employees the culture. Integrate a SWOT analysis (strengths, weaknesses, opportunities and threats) into your strategy to help identify the best approach in your communication plan. And in this plan use SMART goals. Your plan to communicate the brand should be specific, measurable, achievable, realistic, and time-sensitive.

Have the detail behind these strategies and tactics unmistakably defined and labeled so that there is a clear objective as to where focus is needed. Explain what success looks like in communicating the culture, how it is to be measured, the time frame and who will be responsible to ensure that everything is successfully planned out. Planning wisely is a key part: planning does not only help a business achieve the objective but also helps with communication within the group.

Convey the message in person.The leader needs to show buy-in. As the leader you must show that you have a thorough understanding of the brand and how each person within the company touches it. Then go out and preach the message. Speak of it every time you get the chance to be in front of your people. Clearly communicate the importance of understanding the culture within your company.

More and more employees want to be a part of something for the greater good. They want to feel value that is more than monetary.

You as the leader may ask yourself; Why is this even important? More and more employees want to be a part of something for the greater good. They want to feel value that is more than monetary. This, in turn, creates higher employee retention.  The majority of leaders understand the high cost of employee turnover. A good company culture also improves reputation and will likely draw more and more talent. As employee morale improves so does quality of products and/or services which equates to a better bottom line. And that is what every leader is looking for.

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