Company Culture is a business thing. The formula of creating value in companies is easy: mission –> culture –> innovations –> grow –> value. In other words, culture eats strategy for breakfast.

1. Company Culture
How to build a strong one?
21. 11. 2018
Petr Hovorka

2. COMPANY CULTURE – TOUCHY FEELY... OR?

3. "When you look at the financial statements, you will see how you
have succeeded in the past.
When you look at the corporate culture analysis, you will see
how you will succeed in the years to come."
CULTURE EATS STRATEGY FOR BREAKFAST
MISSION CULTURE INNOVAT. GROW VALUE

4. "A network of meanings in which and with the help of which we
live, which we accept from our society and which, on the other
hand, we pass on to our children."
Clifford Geertz / Princeton University
"Culture is what people do when no one is looking.”
Herb Kelleher / Southwest Airlines
"If we have no process or rule, we have our values."
Eliška Novotná / IKEA
COMPANY CULTURE

5. THOUGHTS
& RULES
Mission
& Vision
Values
& Rules
Right
People
Leaders &
Their Style
Physical
Environment
Events &
RitualsCONTEXT &
ENVIRONMENT
PEOPLE
& LEADERSHIP
Source: http://www.brandbakers.cz/primo_z_pece/clanek/458
COMPANY CULTURE

6. WHY IT MAKES SENSE
Source: Gallup, The Relationship Between Engagement at Work and Organizational Outcomes 2016 Q12 Meta-Analysis: Ninth Edition

7. MEANINGFUL WORK
IN A CARING ENVIRONMENT.
FINALLY – YOU CREATE...
engaged
employees
recommend do not leave

8. 1. Why do we exist?
MEANINGFUL WORK

9. „We do a good name for dining.“
Ambiente
„To create a better everyday life for the many people.“
IKEA
„To organize the world's information and make it universally
accessible and useful.“
Google
MISSION STATEMENTS – EXAMPLES

10. 1. Why do we exist?
2. What we want to achieve?
MEANINGFUL WORK

11. VISION – DECATHLON

12. 1. Why do we exist?
2. What we want to achieve?
3. How do we behave?
MEANINGFUL WORK

13. VALUES – SOUTHWEST AIRLINES
1. warrior spirit
2. servant's heart
3. fun-luving attitude
=> 4% voluntary turnover
=> 44 consecutive years of profitability
=> #1 lowest number of customer complaints
=> 85% employees say they’re proud to work for Southwest

14. MEANINGFUL WORK
1. Why do we exist?
2. What we want to achieve?
3. How do we behave?
4. How will we succeed?
• Employees (EVP)
• Customers (USP)

15. EMPLOYER VALUE PROPOSITION

16. UNIQUE SELLING PROPOSITION
Source: https://bmtoolbox.net/stories/airbnb/

17. MEANINGFUL WORK
1. Why do we exist?
2. What we want to achieve?
3. How do we behave?
4. How will we succeed?
• Employees (EVP)
• Customers (USP)
5. Who must do what?
• Long-term and
medium-term goals

18. MEANINGFUL WORK
1. Why do we exist?
2. What we want to achieve?
3. How do we behave?
4. How will we succeed?
• Employees (EVP)
• Customers (USP)
5. Who must do what?
• Long-term and
medium-term goals

19. MEANINGFUL WORK
1. Why do we exist?
2. What we want to achieve?
3. How do we behave?
4. How will we succeed?
• Employees (EVP)
• Customers (USP)
5. Who must do what?
• Long-term and
medium-term goals
MEANINGFUL WORK

20. ...IN A CARING ENVIRONMENT
Source: https://hbr.org/2015/12/engaging-your-employees-is-good-but-dont-stop-there

21. BRAND ARE BUILT BY EXPERIENCE

22. EMPLOYER BRANDS BY EMPLOYEE EXPERIENCE

23. THOUGHTS & RULES
• Put your thoughts
on paper
• Promote and reward
the values ambassadors
• Engage thoughts and
people into target
planning
• Explain to people the
business model and
show your customers
CONTEXT & ENVIRONMENT
• Take regular corporate rituals
• Change your business
environment to “on-brand”
• Consider your brand symbols
• Do something together after
work
PEOPLE & LEADERSHIP
• Get the right people
• Make it easier and easier
• Encourage your people's mastery
• Communicate a lot and all the time
Source: http://www.brandbakers.cz/primo_z_pece/clanek/458
FEW TIPS FOR YOU
Mission
& Vision
Values
& Rules
Right
People
Leaders &
Their Style
Physical
Environment
Events &
Rituals

24. PUT YOUR THOUGHTS ON PAPER
Source: https://www.slideshare.net/mattbarackman/firefox-brand-book-17043592

25. GUARD YOUR VALUES

26. ENGAGE PEOPLE AND THOUGHTS INTO PLANNING
Source: https://www.cocuma.cz/company/decathlon/

27. Source: http://zapojse.ambi.cz/
HIRE THE RIGHT PEOPLE

28. EASE AND ENABLE THINGS BEFORE “MOTIVATE”
Source: http://uk.businessinsider.com/zappos-ceo-tony-hsieh-on-misconception-about-holacracy-2016-2

29. Source: https://ikea.jobs.cz/cs/rozvoj-v-ramci-ikea/
ENCOURAGE YOUR PEOPLE MASTERY

30. COMMUNICATE A LOT AND ALL THE TIME
Source: https://www.skodamobil.cz/SKODAMobilCzech/2018/02-skoda-mobil-unor/?page=6#/

31. TAKE REGULAR CORPORATE RITUALS

32. CHANGE YOUR ENVIRONMENT TO BE “ON-BRAND”

33. CONSIDER YOUR BRAND SYMBOLS

34. DO SOMETHING TOGETHER AFTER WORK

35. CULTURE – BUSINESS THING & CROPLAND

36. The era of recruitment
is over, the future
is in attraction.
Petr Hovorka / Employer Brand Baker
+420 602 271 011
petr.hovorka@brandbakers.cz
cz.linkedin.com/in/petrhovorka1
@Petr_Hovorka1