Fluctuating economic conditions around the globe are presenting companies and their leaders with unique challenges as they attempt to successfully respond to dramatic market shifts . With leaders looking for fresh strategies to gain an edge on the competition , it ’ s more important than ever that businesses find ways to maximize the development , productivity and overall well-being of those who actually drive and cultivate their business : their employees . At the same time , these employees ( and their companies ) have been hard hit by this new reality . Impacted by a tightening of hiring budgets and a mounting pressure to downsize , not to mention the corresponding move toward expanded roles and responsibilities , workers are increasingly stressed and weary . So what ’ s the silver lining ?
For the company that is courageous enough , these mounting challenges can actually present an opportunity to rethink many aspects of how it handles and engages its most valuable resource . In fact , intentionally shifting its internal workforce culture is one of the primary tactics through which a company can stimulate growth even in the face of real difficulties . Armed with a holistic , well-balanced approach to employee development , support and utilization , it can then develop a vision for how to recognize , adapt to , and even get ahead of change .
The key factor in such a shift is found in creating internal momentum that propels the company , and its business , purposefully forward . Beyond requiring both planning and execution , this also calls for buy-in , commitment and right attitudes from key stakeholders in the business — all of which emanates from your company ’ s internal culture . The good news : with a detailed process in view , you can begin to make cultural changes that will set your company up well for all that lies ahead .
PHASE 1
Secure the Data That Will Drive Your Brand Forward As with any business venture , the best place to start is to perform a realistic assessment of the company — identifying exactly which business goals aren ’ t being met ( and why ) and conducting internal and external brand reviews . A vital part of this is pinpointing gaps in , or opportunities for , training employees against current growth strategies — evaluating whether it will actually improve their skills and ability to achieve goals — while also appraising employees ’ overall well-being .
A critical element in that assessment is direct employee feedback . Too often overlooked , surveying their real-time mindsets and behaviors can uncover both barriers to and opportunities for developing employees professionally and personally — while also revealing their perceptions of HR policies and employee assistance programs . Likewise , it can also get at their views on the company , its growth , and its leadership . By taking an entire company ’ s pulse on its values , beliefs , and attitudes , it can clarify where the business is relative to internal goals , identify employee motivators , and illuminate why a shift is needed . With this in hand , leaders can most effectively diagnose its health and select its treatment plan — i . e ., the best next steps for driving the organization forward .
PHASE 2
Craft a Master Strategy That Will Outline the Path Ahead The next step , once armed with company and employee data , is to establish a master strategy — outlining the nature of the intended culture shift and what it could mean to the company going forward . As part of this , it ’ s important to clearly identify the processes that will be needed in order to effectively refresh or shift the company ’ s culture , as well as drive brand performance .
Emerging out of this strategic process is the “ culture manifesto ”— a document that clearly illustrates the core values that will anchor and drive future internal and external branding efforts . Serving as both a rallying cry and target , its aim is to reinforce the core attitude
CONNECT CULTURE WINTER 2016 // SNB . COM | 17