How to build corporate culture

Corporate culture, or organizational culture, is an organization’s unique cultural image composed of its values, beliefs, rituals, symbols, ways of doing things, etc. To put it simply , which are all aspects that an enterprise displays in its daily operations.

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Corporate culture is Under certain conditions, the spiritual wealth and material form with the characteristics of the enterprise created in the production, operation and management activities of the enterprise. It includes cultural concepts, values, entrepreneurial spirit, ethics, codes of conduct, historical traditions, corporate systems, cultural environment, corporate products, etc. Values ??are the core of corporate culture.

Corporate culture is the soul of an enterprise and an inexhaustible driving force for its development. It contains very rich content, the core of which is the spirit and values ??of the enterprise. The values ??here do not generally refer to various cultural phenomena in corporate management, but the values ????upheld by the enterprise or its employees in business activities.

·Cognitive misunderstandings about corporate culture·

1 Myth 1: Corporate culture is politicized

In many companies, various misunderstandings can be seen in the corridors and office walls. , slogans with sonorous wording, such as "unity", "truth-seeking", "struggle", "dedication", etc. These words that have been abused cannot truly and accurately reflect the company's value orientation, business philosophy, behavior, and management style; let alone create a buzz among all employees.

2 Misunderstanding 2: Sloganization of corporate culture

Equating corporate culture to empty slogans lacks the individual characteristics of the company, and even the company’s decision-makers themselves cannot clearly explain what they represent. The concrete expression cannot play a cohesive and centripetal role in employees.

3 Misunderstanding 3: Corporate culture is culturally and culturally oriented

Some companies regard corporate culture as singing, dinner parties, mountain climbing, and playing ball. Therefore, running groups and teams have been formed one after another, and the number of activities per month or quarter is stipulated as a rigid indicator of corporate culture construction. This is a superficial understanding of corporate culture.

4 Misunderstanding 4: Corporate culture is superficial

Some people believe that corporate culture is to create a beautiful office environment, focusing on the unity and coordination of corporate appearance colors, neat and lush flowers, plants, and trees, and clothing and accessories. It's neat and tidy, and the equipment is placed in a graceful streamlined manner. But this superficial prosperity cannot cover up the pale core of corporate spirit.

5 Misunderstanding 5: Rigid corporate culture

Some companies one-sidedly emphasize orderly work discipline and absolute obedience from subordinates to superiors, equating strict militarized management of employees with The construction of corporate culture has resulted in a tense and dull atmosphere within the organization, and a lack of creativity, vitality and cohesion, which has led to the misunderstanding of rigidity in corporate culture.

6 Misunderstanding 6: Marketing of corporate culture

The most common mistake that companies make when establishing their own corporate culture is an external culture. This kind of culture is more regarded as a means of marketing. Corporate culture is actually a synthesis of goals, values, beliefs and behavioral norms. The basic core and guiding ideology of corporate behavior are only superficial concepts and ignored. Its core value, then corporate culture will not help the enterprise in the slightest.

·Levels of corporate culture·

The content of corporate culture construction mainly includes four levels: material layer, behavioral layer, institutional layer and spiritual layer. The shaping of a learning organization is the purpose and goal of corporate culture construction, thus constituting an important part of corporate culture construction.

1. Material culture

It is an artifact culture composed of products and various material facilities. It is a surface culture expressed in material form.

The products produced and services provided by an enterprise are the results of its production and operation and are the primary content of material culture. Secondly, the company's production environment, corporate appearance, corporate architecture, corporate advertising, product packaging and design, etc. also constitute an important part of the corporate material culture.

2. Behavioral culture

Behavioral culture refers to the activity culture generated by employees in production, operation, learning and entertainment activities. Refers to cultural phenomena arising from business operations, education and publicity, interpersonal activities, cultural entertainment and sports activities.

Including the norms of corporate behavior, norms of corporate interpersonal relationships and norms of corporate relations. Corporate behavior includes behavior between companies, between companies and customers, between companies and the government, and between companies and society.

1. The norms of corporate behavior refer to the basic behavioral norms formed around the company's own goals, corporate social responsibilities, and protection of consumer interests. The norms of corporate behavior are divided into the behavior of entrepreneurs, the behavior of corporate model characters and the behavior of employees in terms of personnel structure.

2. Corporate interpersonal relationships are divided into two parts: internal relations and external relations. External relations mainly refer to the relationships formed by business operations facing different social classes, market environments, state agencies, cultural communication institutions, competent authorities, consumers, distributors, shareholders, financial institutions, peer competitors, etc.

3. Corporate public relations planning and regulations.

4. Service behavioral norms refer to the behavioral norms formed by enterprises in the process of providing services to customers. It is an important guarantee for the quality of enterprise service work.

3. System-level culture

It mainly includes three aspects: corporate leadership system, corporate organizational structure and corporate management system. Corporate institutional culture is a culture in which the company places certain restrictions on employees' behavior in order to achieve its own goals. It has strict and powerful behavioral norm requirements and regulates every employee of the company.

1. Enterprise leadership system is the general term for enterprise leadership style, leadership structure and leadership system.

2. The organizational structure of an enterprise is the internal components and their relationships established by an enterprise to effectively achieve its corporate goals. The establishment of corporate organizational structure matches the orientation of corporate culture.

3. Management systems are various regulations with mandatory obligations and guarantees of certain rights formulated by enterprises in order to obtain maximum benefits in management practices, including personnel management systems, administrative management system, business management system and all other rules and regulations. The institutional culture of an enterprise is the guarantee for the implementation of behavioral culture.

4. The spiritual culture at the core level

It is a spiritual achievement and cultural concept that has been formed over a long period of time under the influence of a certain social and cultural background and ideology in the production and operation process of the enterprise. Including corporate spirit, corporate management philosophy, corporate ethics, corporate values, corporate style, etc., it is the sum of corporate ideology.

·How to build corporate culture·

(1) 4S model of corporate culture construction

Values ??are the core of corporate culture. Internally, values ??influence employee behavior , employee behavior determines the corporate atmosphere, and externally, the corporate atmosphere shapes the corporate brand from another perspective and is related to customer perception. Based on the core of corporate culture - corporate values, four corporate culture construction methods can be decomposed from two dimensions, namely the 4S construction model.

Standard specification (standard)

Develop a corporate culture manual that conforms to the current situation of the company, such as Alibaba's six core values: customers first, embracing change, etc. After condensing the core values, the standards of the new values ??should be refined and anchored.

Present symbolization (Symbolization)

Based on the above anchoring of core values, each part of the content should be visualized. Even form a professional visual system (VI). When some companies carry out corporate visual VI design, they will better integrate corporate culture elements, such as common corporate posters and cultural walls, to interpret and strengthen behavioral anchoring

Story communication (Story )

Stories are the easiest to remember and are widely spread. Regardless of religion or history, stories are the carrier with the largest spread. In the process of disseminating corporate culture, internal themes can be collected and presented in the form of stories, striving to arouse cultural resonance after being disseminated within the organization.

Ritual Scene

The spread and shaping of corporate culture are inseparable from rituals. To spread and strengthen corporate culture, it is necessary to establish various rituals to give employees a sense of ritual. The establishment of a sense of ritual requires Internet thinking and seizing the "key scenes"! Nine major ritual scenes for building corporate culture: management scenes (performance, rewards and punishments, career development), activity scenes (training, conferences, large-scale events), and welfare scenes (holiday care, travel, environment).

The 4S model is a planning model that guides tasks. It can carry out corporate culture construction tasks from these four dimensions, thereby forming an overall corporate culture implementation plan.