How can corporate culture land?

the premise of corporate culture landing is to have a culture (or cultural system) that can land. This seemingly nonsense is actually a serious injury to many enterprises in promoting culture-a culture that can't land at all, and it's useless to spend any effort.

from this aspect, I would like to recommend the leaders of enterprises and managers engaged in corporate culture-related work to read a book called "12 Must-read Articles on Corporate Culture" (this book can only be obtained from official website, please choose its own title). This classic textbook can quickly help management to establish the cognition of corporate culture and master the relevant methods of corporate culture construction, in short, improve the comprehensive quality of corporate culture management. As the saying goes, sharpening the knife does not miss the woodcutter.

edit search map

please click to enter a picture description

how can the culture that can be landed be landed? To answer this question, we must first know what a complete corporate culture contains (regardless of the size of the organization):

1. The so-called core values, in simple terms, are what kind of people the boss or decision makers want to be together to do something (or a series of things) with special significance, in which special significance and what kind of people are the key; Core values can be very simple or formal, depending on the degree of development of the enterprise. For example, an enterprise in its infancy is a group of people who can bear hardships (the spirit of hardship) to make a small project bigger (scale). Summarize this and tell it to new and old employees repeatedly (pay attention to the way of telling it, not just from the book, but to tell stories), so that they can know, understand, agree and support it.

2. system and code of conduct. System and code of conduct serve the core values. For the same system, because the core values are different or the boss's ideas are different, the starting point and specific requirements will be very different. According to this logic, the landing of corporate culture requires a set of appropriate (appropriate is very important, not comprehensive) systems that are compatible with culture, and unswervingly implemented (even if there are problems with the system, we must persist in implementing it, and if there are problems, adjust it during implementation), that is, promoting culture, that is, the process of cultural landing. In the early stage of cultural implementation, some advocated and prohibited codes of conduct were extracted according to the core values and relevant enterprise systems, and strictly implemented in the enterprise, which was very helpful for cultural implementation.

3. Creation of environment, or visual, auditory and tactile systems. What employees see, hear and even touch in the working environment are slogans, pictures, colors, videos, signs and so on related to corporate culture. For example, the enterprise's standard colors, such as employees' desks, business cards, office templates, clothes, badges, etc. are all enterprise's standard colors. After a long time, the standard colors will be printed in employees' minds. If the enterprise has a brilliant story about the standard colors, this story will also be printed in employees' minds with the standard colors.

values are the core, and systems, codes of conduct and environment are the carriers, which are indispensable. However, enterprises should formulate appropriate implementation plans according to their own actual conditions, and focus on different periods. If they grasp everything, they will not catch anything, and they should not be big and comprehensive.

edit the search map

please click on the input picture to describe

the method and steps of corporate culture landing

corporate culture can be illusory, only existing in the rhetoric of the founder or senior executives and presented in the publicity channels of the enterprise. Corporate culture can be very solid, if it can really be experienced by employees, if it can be internalized into the working standards of employees.

how to turn corporate culture from virtual to real? Say it, make it, and do it. These three points are effective paths for reference.

Tell it

Too many lies will turn into truth, and corporate culture needs to be told clearly and repeatedly for a long time. First of all, we must be clear and define the corporate culture clearly. For example, Alibaba defines the "passion" in its culture as "optimistic and never give up" (Liang Xiao, 214), while Digital China defines the "passion" in its culture as "aiming high, passionate and persistent, and pursuing Excellence" (Dajie. com, 214). After understanding the specific meaning of culture, it needs to be spread repeatedly for a long time, that is, through the all-media platform to explain, subtly and shape attitudes. For example, use the method of "storytelling": widely collect real cases (including successes and failures) related to corporate culture, carefully integrate them into stories that are easy to tell, remember and spread, and then tell them through various channels, such as editing and making training courseware; Posted on the bulletin board; Printed on company stationery; Performed by employees themselves and made into videos, etc.

It is the first step to decide

to "speak out" and let employees know the specific meanings of corporate culture. Next, we should internalize these meanings into behavioral standards. Facing the human nature of seeking advantages and avoiding disadvantages, it is relatively the most effective method to incorporate corporate culture into the assessment system. On the basis of its definition, corporate culture is refined into quantifiable behavior standards, and corresponding assessment scores are set.

In addition to the definition of "optimistic and never give up", Alibaba breaks down the "passion" in its corporate culture into five specific aspects (Liang Xiao, 214): "I like my job and agree with Alibaba's corporate culture; Love Alibaba, take care of the overall situation, regardless of personal gains and losses; Face daily work with a positive and optimistic attitude, never give up when encountering difficulties and setbacks, constantly motivate yourself and strive to improve performance; Always influence and drive colleagues and teams with the spirit of optimism and the belief of winning; Constantly set higher goals, the best performance today is the minimum requirement for tomorrow. "

"Passion" with different scores has specific behavior standards. During performance appraisal, employees will give examples to the examiner in turn. As for the weight of corporate culture in the performance appraisal system, it depends on the situation of each enterprise, and some enterprises will set it to account for 5% or even higher.

Make it

On the one hand, the daily behavior of management should reflect the corporate culture, so as to provide a model for other employees. Zurich insurance, which suffered heavy economic losses in 22, needs to change its corporate culture to get back on track. One of the key points is to create an open atmosphere by accelerating the flow of information from the grassroots to the board of directors. In order to achieve this, the company requires senior leaders to increase the frequency of appearing at the grassroots level. To this end, senior leaders regularly walk around the office to communicate with employees, encourage employees to actively think about how to optimize the workflow, and ask "what needs to be done now?" (Lewis,214)。

edit search map

please click to enter a picture description

? On the other hand, the corporate culture is solidified into the "habit" of the enterprise through regular ritual activities. For example, Wanda Group's "Ten Ones" Project (Wanda, 214): an all-media publicity platform, including official website, monthly magazines, mobile newspapers, elevator videos, mobile clients, etc. A set of internal publications every year, including Wanda Group's annual album, corporate social responsibility report, Wanda story, speech collection, etc. A book recommended by the chairman every year; An annual speech contest; Annual employee talent competition; All companies in the group set up volunteer stations, and each employee volunteers at least once a year; A series of employee sports meetings every year; A spiritual journey once a year, visiting the poor and asking for help; Have a happy holiday once a year, reimburse outstanding employees and their families for round-trip air tickets for two people, and choose Wanda Hotel nationwide for free vacation at will; The annual meeting of the group is held once a year, that is, the "Spring Festival Evening" of Wanda people.