Growing your business from the inside-out: 6 ways to build a sustainable culture
2022 was dubbed the year of workplace culture by Forbes, and they weren’t wrong.
We’re still feeling the impact of Covid-19, learning to integrate societal leadership as a fundamental part of business, and experiencing the high competition for top talent – all of which isn’t going away any time soon.
But there is a way to gain an advantage, and that’s workplace culture.
We all know that culture is the foundation of employee attraction, engagement, retention, and productivity, which means a better-performing business. But creating a great one is easier said than done.
Culture is created in collaboration with everyone in your company, and let’s be honest, it can be subjective, vague and difficult to measure. Although you need big intentions and promises from the top to kick start important culture work, the smaller, day-to-day actions make a real difference when it comes to truly cultivating the right culture…
1. Address sensitive topics inside and outside
81% of consumers care if brands take a stand or not. Many simply expect it at this point. According to a recent report from Sprout Social, Inc. most British and Irish consumers either agree or strongly agree that it’s important for brands to raise awareness and speak out on sensitive (not controversial) topics.
Every workplace is different, but many sensitive issues are universal and part of the human condition. In that sense, they differ from more targeted internal comms campaigns that may be related more directly to the kind of workplace you operate in, the sector or the environment you provide.
That doesn’t mean opening up conversations about every issue all at once. It’s still OK to prioritise the issues you think matter most to your workplace and consumers, here and now.
Prioritising and structuring the topics for campaigns is much more effective. You may make these decisions on priorities based on known issues that are more prevalent where you work or a more general approach.
There’s no ‘correct’ way to tackle sensitive subjects. Each campaign should be treated uniquely. Hiring an expert to help you create the right messages and implement changes inside and outside your organisation is the smartest way to do this.
2. Create a feel-good workplace
When your team feel good inside, they’re much more likely to perform better at work. 41% of employees have experienced mental health symptoms caused, or worsened, by work.
Without the right mental health support and wellbeing culture, your employees may already be less engaged and productive. Plus, it’s estimated that poor mental health costs UK businesses up to £45 billion per year.
The 10th of October was World Mental Health Day, and it serves as a reminder to highlight the importance of prioritising mental health for your team. But you should be doing this every day.
3. Leading the way for equality
Equality in the workplace means equal job opportunities and fairness for employees and job applicants. Organisations should be doing all they can to promote equality; when recruiting, training and promoting, ensure you have clear and objective criteria. Always make decisions based on merit, and not influenced by bias.
According to The Independent, the good news is that Generation Z (the under 25s) are twice as likely as older generations to challenge norms and promote inclusion.
Empowering women and promoting gender equality is crucial to accelerating sustainable development. It’s talked about time and time again, but it’s all about actions. It’s time for us all to stand accountable, and to invest in a future that believes in their agency, leadership and potential.
4. Your people are your biggest asset
Within any high-performance team, your people are the biggest asset and should be treated as such. In any leadership situation, there is a time for talking and a time for listening. But it doesn’t stop with just listening.
Internal communication is an integral part of brand reputation, so it’s wise to consider it. Seek out the experts and reliable sources rather than trying to cobble together info from the internet or using your own knowledge/understanding/opinion.
We know how effective authentic, purposeful and thoughtful internal communication is. It gives you the opportunity to establish and reinforce your brand’s culture, by keeping your team informed, engaged and committed — especially during uncertainty and crisis. Providing a platform for healthy feedback, debate, and discussion helps your team feel valued.
Another way of investing in your people is education, giving them opportunities to upskill shows them you care. As leaders, it’s your responsibility, not only to ensure your teams feel valued, but also to ensure they understand the role they play within the company and its future. The more educated an employee is through an organisation, the more they feel valued and want to advance in their career to be part of something bigger than themselves.
5. Show you care
Have you ever asked your team what you want from work?
Success is subjective. Not everyone is going to want the same thing as you, but by understanding what they do want helps them to feel better understood.
Leaders who show that they actually care really do get the best results, communication and productivity. Ultimately working in this way lowers stress levels and makes for a happier, more collaborative work culture.
6. A welcoming environment for all
Creating a welcoming workplace is crucial to becoming a diverse and inclusive business. As a business, you play an essential role in creating a workplace culture where all your employees feel comfortable and valued.
Simply being “aware” of disability or being “diverse” are different from being “inclusive” and “welcoming.”
“Being welcoming” means actually making changes to your processes, environment, and more so that all employees are included and feel a sense of belonging. Not only will you build a sustainable business, but you will also save time and money. Because running a business doesn’t just mean making money; it’s about controlling expenses without cutting budgets or costs that can do more harm than good in the long run.
We believe that a growing business should start from the inside. We can help you, from kickstarting a campaign on a sensitive issue, to providing some guidance or support in creating a healthier and happier culture in your business.
We specialise in engagement and work closely with ED&I, Wellbeing and Sustainability experts. Let us know if you’d like to discuss creating a sustainable culture for your business. Email: Louise@connectedcommssociety.com
