Collective Culture: Two-Part Strategy for Organizational Effectiveness
By Jaime Berghout
Director of Business Communications at Atrium
Let’s face it, we all want to be the “best,” in our respective markets. But to actually be the “best,” a business must not only source the highest-potential workers, but also do so in accordance with their brand mission, vision, and strategy. Achieving organizational effectiveness relies on an authentic and collective culture. And the leaders with successful multilateral talent strategies begin recruiting as early as the internship stage. To fruitfully fulfill brand potential, Talent Acquisition must connect to business success.
How to Connect Talent Acquisition to Business Success:
1. Build an Authentic & Collective Culture.
When designing a business model, a brand’s potential depends on two key components ─ MISSION & VISION. An organization’s mission explains why the business exists, and the vision indicates where the business intends to go. They are essential to organizational strategy, as they communicate the “why” to business stakeholders.
It is critical for business practices to authentically represent these corporate commitments. A strategy rooted in a core value system is easily understood by both. Through shared beliefs, we grow community. Building relationships with employees, consumers and the public can positively further brand potential.
It’s not enough to market them externally. The direction of the business must be clear to internal audiences as well. Be mindful to be inclusive beyond the workforce that exists within your business today. Student Workers and other potential talent you’d like to acquire should be considered part of your internal audience.
Productive, high-performing teams are the result of an engaged and values-motivated work environment. Authentic connection relies on shared beliefs. Companies that align their guiding principles with the values of their internal and external audiences are outperforming those who do not because of their collective culture.
2. Invest in Progress through Partnerships.
Partnering “for good” is not new. But philanthropic efforts are not the focus here. While charitable giving is certainly an important part of corporate obligations, “investing in progress,” is more. It’s about ensuring your authentic business mission and value set are demonstrated within your business results.
Collective culture is not just an internal business practice. Leaders looking to further their brand’s potential should be mindful that business partnerships illustrate your corporate mission and ideals. To generate the most influence within the market, it’s critical to demonstrate your company’s success and philosophy rather than simply writing the statements within corporate communications. Much like we screen candidate qualifications by evaluating a resume, our business credibility is not assessed by our brand promises — but by the fulfillment of those commitments.
For example, if inclusion is part of your brand philosophy, consider being more inclusive with your sourcing efforts. Businesses who prioritize procurement from diverse suppliers are able to measure their efforts and share their impact in a tangible way. If you are already working with minority or women-owned businesses, are you tracking your financial commitments? You should be.
Saying you have a collective culture is one thing, but showing it exists both internally and externally is far more remarkable. It’s critical for attracting and retaining brilliant minds and furthering brand potential. The best brands constantly explore how to reach new horizons and broader audiences. Organizations with a game-changing talent strategy continually innovate. As a result, they are more sought-after than those who do not.
What can you enhance or build upon within your mission and value set that ensures your brand remains relevant to new generations, diverse cultures, and top performers? Are you quantifying and qualifying business results? What would make your mission more authentic? How could your business benefit from being more collective? It’s hard to have all the answers. Strategic Partnerships can help.
About the Author:
Atrium’s Director of Communications, Jaime Berghout, is a genuine people enthusiast with over a decade of experience guiding business operations, culture and corporate affairs. Understanding that community and connectedness are as essential to business strategy as they are to the people who implement it, she is passionate about creating content that engages diverse audiences and influences meaningful messaging.
By Jaime Berghout