How to effectively implement corporate culture?

As the core competitiveness of future enterprises, corporate culture has been widely recognized by enterprises and verified in practice. It is gratifying that some enterprises have begun to vigorously advocate and actively promote the construction of corporate culture, actively strive for Excellence, and achieved certain results. However, the cultural construction of many enterprises is still in the primary stage. Facing the rich and heavy corporate cultural achievements, how to land in the next step, how to achieve a good connection with enterprise management and take root has become the most headache for enterprises.

The following is the 6W mode of corporate culture that I shared. That is, what to land (what), who to implement the landing (who), where to land (where), what channel to use (which channel), which strategy to use, and what effect to achieve? (what effect)。 This is a systematic problem of corporate culture construction and the most effective mode of corporate culture landing. Solving these problems and making good use of this model will greatly help the enterprise culture to take root and realize the long-lasting foundation of the enterprise.

first, let what land?

this is the connotation of corporate culture landing. if you don't understand this problem, it is impossible to talk about corporate culture landing. In fact, at present, many enterprises are not fully aware of what corporate culture is.

At present, many corporate culture scholars believe that the landing of corporate culture is the transformation of corporate values or ideas into employees' behaviors and results. This is true, but it is only the core level of the corporate culture system, and it is not comprehensive. If enterprises carry out corporate culture according to this understanding, they will certainly not get the effect brought by corporate culture construction, and corporate culture will not play its overall full effectiveness. We believe that the so-called corporate culture landing refers to the process that corporate values or ideas, corporate behavior norms, corporate related matching systems and corporate VI systems, etc., which are formed based on corporate reality and corporate development strategy, are implanted into people's hearts and applied to corporate management through certain tools, channels or methods, and are effectively transformed into the behaviors of employees and enterprises, improving corporate environment, enhancing corporate image and promoting the realization of corporate vision's goals.

Therefore, we should do a good job in four aspects: first, we should internalize corporate values; Second, the code of conduct should be implemented and externalized; Third, the relevant matching system should be solidified in the system; Fourth, material culture should be manifested in things. The landing of corporate culture is a systematic project, which should be promoted steadily, step by step, step by step, and implemented firmly. Therefore, the builders of corporate culture should earnestly implement each item, and must not be partial and only know one, and act too hastily.

second, who will implement the landing?

this is the main problem of corporate culture landing. if this problem is solved well, corporate culture landing will have organizational guarantee and work can be promoted in an orderly manner. The responsibility is clear, the task is clear, and the implementation is more effective.

when we do cultural construction consulting projects for enterprises, we found that enterprises do not have special departments to do corporate culture construction work, and they also lack clear responsibilities. General business people believe that corporate culture should be the work of propaganda departments or party workers' departments, and has nothing to do with other departments. This leads to a wrong concept, which leads to the responsibility of corporate culture work falls on the party and government departments, and other departments only cooperate and do not need to bear performance responsibility. In this way, employees in different departments only look at the leaders of their own departments and do only formal work, so that corporate culture can not be effectively combined with corporate management, corporate values or concepts can not be deeply rooted in the hearts of employees, and can not be transformed into conscious behavior.

third, where did it land?

This is the application problem of corporate culture achievements. If this problem is solved well, the work of corporate culture landing will be targeted and the task will be more clear. Many enterprises have refined a set of rich and valuable ideas, compiled a perfect corporate culture handbook, formulated a reasonable and binding code of conduct, and designed a corporate visual identity (VI) system, but they don't know exactly where it should be applied, and as a result, it has become a material for display and publicity everywhere. However, some enterprises have not produced the expected effect after application.

when we do consulting projects for enterprises, we often encounter such problems. In the final analysis, it lies in the fact that the enterprise is unclear or will not apply it, and the application is not in place, unscientific and unreasonable. In order to solve this problem, we put forward five applications of corporate culture: first, we should implant corporate values in the hearts of employees, that is, internalize them. Second, we should turn the idea into employees' conscious behavior, that is, externalization in behavior. Third, we should make enterprise culture and enterprise management connect and apply them to all kinds of enterprise management, that is, cultural management. Fourth, we should let ideas and behaviors affect the working environment and living environment, and the visual identification system should be applied to the overall environment of enterprises, that is, beautifying things. Fifth, corporate culture should be applied to the promotion of corporate image, brand cultivation and marketing management, that is, into shape.

the corporate culture landing team should not only clarify its responsibilities, but also clarify its direction, find the right way and carry out targeted work. Don't fall, strewn at random, blindly or abruptly. We should combine the actual situation of the enterprise and let the corporate culture fall on the edge, just right and have an effect.

iv. through what channels?

This is the path problem of corporate culture landing. If this problem is not solved, corporate culture landing will not know how to start. Understanding and mastering the channels of corporate culture landing is an important prerequisite and decisive factor for corporate culture landing. During the consultation, it was found that many enterprises would not make use of channels and blindly implement corporate culture, resulting in no obvious effect, and it was also time-consuming, time-consuming and laborious.

based on years of practical experience in corporate culture management consulting, we have summarized five available and most effective channels: first, the corporate training system. A perfect enterprise training system is conducive to the spread and application of enterprise culture. First of all, doing a good job in employee induction training will be very beneficial to new employees' understanding of corporate culture and enhance their sense of belonging to the enterprise. For example, the new employees of Lenovo Group should first enter the mold after joining the company, that is, publicize the corporate culture and integrate it into Lenovo's corporate culture. Secondly, offering all kinds of knowledge and skills training is conducive to instilling corporate culture and creating learning organizations. For example, the three-dimensional talent training system of Haier University, the eight training systems of Motorola University and Taiping Life Insurance, etc. The second is the internal communication channel. Communication platforms should be built within the enterprise, such as internal journals, corporate websites, publicity columns, corporate culture walls, publicity banners, planning and design of venues and buildings, standardized application of office or production items, and various large-scale conferences. The third is the external communication channel. With the help of external forces, integrate marketing. For example, invite authoritative media, industry or local media to interview and report; Undertake or provincial research projects; Organize employees to publish papers and prepare books for publication; Participate in various public welfare activities; Carry out foreign exchanges; Put in corporate advertisements and so on. The fourth is the brand management channel. The reason why brand management is regarded as an independent channel is because brand management is a systematic project, and enterprises should have a special department to take charge of it. Brand has a microcosm of corporate culture from cultivation to formation, and it is also one of the most obvious parts of corporate culture. It is necessary to cultivate not only product brands but also enterprise brands. For example, Haier is a collection of many brands. Fifth, team theme activities. Set the theme to carry out activities such as team travel, special competitions, literary and artistic activities, sports competitions, dances, customs and ceremonies. This is different from other channels of internal communication, which can not only make employees feel corporate culture, but also better experience corporate culture.

by making good use of the five channels, corporate culture can gradually infiltrate into the hearts and behaviors of employees, integrate into all aspects of enterprise operation and management, and spread to consumers and related partners outside the enterprise. On the basis of the five major channels, as long as enterprises implement them attentively, more effective channels can be developed.

5. what strategies and methods are used?

this is a technical problem of corporate culture landing, which is the most concerned and headache for business people, and it is also a big problem that needs to be solved urgently at present. In the consulting service, it is found that 8% of enterprises don't know what specific and effective methods are used to implement corporate culture, and 9% of enterprises adopt strategies and methods that are not in line with the actual situation of enterprises and can't achieve the desired results.

in order to solve the enterprise confusion, we innovatively put forward twelve most effective methods, which have been verified in enterprise practice. The first is to demonstrate. Fully understand subordinates' admiration and imitation of leaders, and leaders should take a good lead, practice, convince employees and strive to lead them. The second is typical of trees. We should not only make rational use of enterprise heroes and model figures, but also set up or cultivate sub-units as demonstration points to set a benchmark and guide and motivate employees. The third is point to surface. Implement high-quality projects, timely select outstanding employees in various positions, select outstanding departments, form a contrast, and create the enthusiasm of all staff to participate. The fourth is to warm people's hearts. Pay attention to managing people's hearts, implement humanized management and maintain communication channels. Implement employee peace of mind projects, such as holding employee birthday parties, sending birthday gifts, Christmas and other holiday parties, helping families with difficulties, psychological counseling and other activities. At the same time, pay attention to the application of some concept slogans, and don't have words that are hard and hurt employees' psychological feelings. For example, Fosun Group ties yellow handkerchiefs to job-hoppers, and Haidilao regards employees as family members. The fifth is to experience. Carry out corporate culture training camp, outward bound training and other activities to change the mindset, expand the mental model and stimulate personal potential; Conventionally hold thematic activities such as skill competitions, cultural performances, sports competitions, charity and so on, so as to infect employees' body and mind and experience the strength of teamwork. For example, the corporate culture training camp of Yankuang Group has greatly inspired and condensed the team strength. Sixth, it will guide. Excavate the classic stories in enterprise development, edit them into books or manuals in the form of cases, strengthen publicity and guidance, and make it easier for employees to understand and practice. Seventh, training. For example, new employee induction training, personal career planning training, corporate culture training, professional skills training, leadership training, etc., to improve the quality and skills of employees, while strengthening the cognitive identity of corporate culture. Eight is to build a network. Create internal and external communication networks of corporate culture, such as establishing internal journals, building websites, opening radio and television, strengthening the relationship with authoritative media or regional media, etc., to form a multi-dimensional network, spread corporate culture and enhance corporate image. Nine is to use the mechanism. Review the existing enterprise management system, update or establish systems and processes that match the corporate culture, such as the assessment and incentive system, learning system, regular meeting system, appraisal system, incentive-suggestion system, etc., so as to form a long-term mechanism to ensure the corporate culture takes root. Ten is the beautiful environment. Pay attention to the visual culture construction of the factory or office area, such as the hanging of banners, the placement of concept entries, the setting of cultural publicity columns, the planning of environmental visual identification system, etc., and standardize and refine the management of all articles of the enterprise, and apply unified signs or standardized templates. In this way, a strong cultural atmosphere is formed. The eleventh is to educate brands. Brand is the cohesion of corporate culture. It is necessary to increase publicity, do a good job in quality management, integrate marketing models and enhance brand value, so as to drive corporate culture to take root and promote its flowering and fruition. Twelve is to borrow the external brain. Enterprises should not only set up their own corporate culture landing team, but also rely on external brains, especially management consulting institutions with practical experience, which can provide strong intellectual support and experience reference for corporate culture landing, rationally use internal and external resources, and Qi Xin will work together to do a good job in corporate culture landing.

The strategies and methods proposed here are suitable for all enterprises. How to use them and how effective they are depends on the investment of enterprises.

VI. What effect has it achieved?

this is the purpose and vision of corporate culture landing. It is not enough to make it clear that the above 5W of corporate culture is not enough. We must also have goals and visions to understand what effect corporate culture can achieve. In this way, combined with other 5W, a complete landing mode can be formed. Enterprises want to achieve certain results in building corporate culture and implementing corporate culture, but they are still at a loss as to what effect can be achieved by implementing corporate culture.

based on our profound empirical research and rich practical experience, we have summed up eight major effects that need to be achieved in the landing of corporate culture: First, the concept is highly recognized. The primary goal of corporate culture is to internalize values or ideas and get high recognition from all employees. The second is the optimization of human resources. Realizing the transformation of ideas is embodied in employees' work and life, consciously practicing the requirements of ideas, consciously improving self-accomplishment, consciously exerting post value and consciously safeguarding corporate image. The third is to improve the management system. Corporate culture should make the system matching with corporate culture management fixed and long-lasting, and the corporate management system can be effectively used, so as to effectively guarantee corporate culture management. The fourth is the beautification of the material environment. Let all visible material carriers meet the aesthetic requirements of enterprise people, which is conducive to the healthy development of enterprises, beautify the working environment and living environment of enterprises, and create a healthy, beautiful and harmonious environment. The fifth is to promote the implementation of the strategy. The guidance of ideas, the cultivation of behaviors, the guarantee of systems and the encouragement of materials all contribute to the implementation of enterprise strategies. Sixth, the brand value is enhanced. The brand value of an enterprise should be improved in all aspects after the corporate culture has landed, so as to make it better recognized, more tasteful and more advantageous. The seventh is to realize cultural management. The ultimate goal of corporate culture is to realize corporate culture management and promote the healthy and sustainable development of enterprises. Eighth, the core competitiveness is enhanced. Corporate culture should be able to form cohesion and productivity within the enterprise and eventually transform it into the core competitiveness of the enterprise.

if you know the eight effects that corporate culture can achieve, you will understand the great practical significance of corporate culture construction. It can make the construction of corporate culture more dynamic, promote the consistency and cohesion of enterprises, and promote the realization of corporate vision.

Reasonable and effective use of 6W mode will greatly promote the landing of corporate culture.