The whole world had been through a collective trauma the past couple of years. We’ve faced situations that we never dreamed we would, and our lives have been irrevocably altered for some of us.
Some businesses navigated all of this uncertainty well, while others faltered. One of the most grounding factors for many people during this turmoil has been their job. Life still hasn’t returned to normal, and we don’t know that it will ever resemble pre-pandemic life, but companies need to try to provide as much normalcy as possible for their employees. The best way to do that is by building a positive company culture that can feel stabilizing and reassuring to staff.
What Do We Mean by Company Culture, and Why is it Important?
A company’s culture is essentially a guideline that all employees agree upon in order to work there. It’s the very work environment that every worker experiences, the values that create the atmosphere in the workspace.
This culture can be either positive or negative. Good company culture is efficient and productive, while a bad one is toxic, drama-filled, and produces low morale. Company cultures can evolve all the time, for better or worse; leadership must stay on top to prevent it from veering into a toxic feeling. Toxic cultures in the office result in tremendously low retention rates, costing U.S. companies as much as $223 billion over five years.
Company culture isn’t written down anywhere, so there’s no definitive set of rules in many cases. It’s just something that’s in the air. Still, employees can put them into words. The culture is a compass for behavior and expectations. You’ll see it in beliefs, how people behave, how the office space is set up, work events, and leadership style.
When a company consciously works to shape its culture, they are setting a specific business strategy. They know their culture will have repercussions on how successful the business is. For example, a positive culture can lead to low turnover, increased productivity, and a smoother business operation. Or it can be just the opposite.
Word gets around about a company’s culture. It can influence whether customers want to give you their money or not. It also defines the type of people who will apply for positions.
How Do You Create and Sustain a Positive Company Culture?
Maintaining a positive culture was always a big job, and that was
before
the pandemic! Unfortunately, things are more precarious now. Now, more than ever, it’s imperative for your organization to create an atmosphere that’s positive and makes employees feel safe.
Your first step is to decide what your company values and which beliefs and feelings you wish to foster. These ideals will be your north star and will shape your entire company culture. Don’t underestimate the importance of setting your business’s values up front; 74% of U.S. workers point to their company’s values for guiding them during the pandemic.
The next step is to consider how to put those values into practice. How can you make them tangible? Once you figure them out, be prepared to work hard to implement them and convey them to your employees. A crisis means you must work several times harder to sustain your culture.
Outline Clear Goals
Give your employees specific aims for their work. This will focus them so they don’t get off track. In addition, it helps them feel engaged in their work and productive, a helpful process for many people during periods of uncertainty.
Don’t just vocalize individual goals for their specific jobs, either. Instead, share your plans for the entire organization. It will confirm to your employees the company's strength and that you are rising to meet the challenge. In addition, they’ll appreciate the transparency and the feeling of being part of the team.
Recognize and Reward Your Employees
Indeed, the pandemic has been hard on you; don't forget that your employees are also suffering and possibly traumatized. Now, more than ever, they need to feel valued and appreciated. Don’t forget to acknowledge the hard work your employees have been doing under this extra stress and provide some rewards from time to time.
This is especially true for employees working from home, where the feedback isn’t usually as free-flowing. Instead, they could use the reminder that they, too, are a part of the team.
Allow for Flexibility
So much uncertainty permeates almost every aspect of our lives right now. So when an unexpected roadblock pops up for an employee, it can add to their already significantly crisis-related stress.
They should feel that they can come to you if they need some extra allowances during the work day. If they can still get their job done, give them the space they need to address their personal issues. Or, if it will be hard for them to shoulder their responsibilities during their crisis, talk with them and see if you can come to some arrangement that will work for both them and the company. This is more than human kindness; but also good for your company culture. For example, 88% of respondents to
one survey by Fractl indicated that they would appreciate flexible work hours so much that they may even consider a job offering those more important than a high-paying salary.
Reassure Your Employees, But Be Honest
Things aren’t business as usual these days, and every employee can see that. But, no matter how much you want your employees to feel secure, there is no sense in pretending otherwise.
Instead, give them what information you do have about the organization and its performance in these times. Remember to be positive when delivering your updates; it can be infectious.
Of course, if there is grim news, your employees deserve to know that. There is likely no way to ultimately hide bad news, and the honesty your present to your employees will build trust, an integral part of company culture.
