How do we create the best conditions for well-being and success at work?

When we think about culture, we think about HR departments who coordinate culture related projects and value determining group activities. However, culture adds more value than it is often credited for, also for the marketing department.

Let’s say you believe that there is some value in culture, but that it is not that important for your company. Let’s even say that you do not care about internal atmosphere or how productive your employees are. Let’s even go so far to say that you believe that, as long as everybody just does their job, there is no need to really worry about culture. Even then, even if you do not care about these internal factors, then there is another reason why you should worry about your culture: it directly affects your branding as a company, and could either be beneficial or detrimental.

Wait, what?

Yes, you’ve read it correctly. Culture, an internal challenge, will determined how you will be perceived externally. Let’s do a thought exercise. Think about a random company you’ve ever been in touch with. How did you perceive your interaction with that company? Positive? Negative? And what shaped that interaction? Was it the designed marketing message on their website? Their advertisements? Or was it the interaction with their customer service-, helpdesk-, or sales representative? More often than not, our opinions of companies are shaped with how we interacted with individual employees. How those respective individuals interacted with us is heavily dependent on how the internal culture and values are set up. For example, a company whose culture is shaped around serving customers will most likely have employees who are more pleasant to interact with, as consumer, as opposed to a company whose culture is shaped around following rules. This is, in a nutshell, why culture also matters for your branding.

But how does this work in practice? How can you set it up and what do you need to do to improve your branding?

The foundation

In core culture is a mixture of individual behaviours and values. These behaviours and values get translated into how people act and the sum of all these actions is what we call culture: how people behave and interact with each other. It seems therefore that culture is pretty much determined and that there is little that you can change. This is partly true; you cannot fully control culture and it sometimes grows organically. However, good behaviours and values can be stimulated and bad behaviours and values can be discouraged. So, you cannot steer culture as much, but you can nudge it in the right direction (Do you want to read more about the power of nudging? Read this article). This means that you can mould your culture towards the desired internal driver which aligns with your external message. For example, the marketing message: “we are service champions” should align with the internal value “being service minded”. Easy right? Wrong. Adjusting culture is hard. It is a time-consuming process and the people involved are often stubborn and hard to convince.

Turning the idea upside down, you can also see how internal culture will affect your marketing message. If you have toxic values within your culture, this will also translate in how your image will be conducted outwards. For example, if rules come first and customers always come second, then your customers will notice this when they interact with the people within your company. So, although culture and marketing seem worlds apart from each other, they are actually closely related and interconnected.

If you still believe that this is all ridiculous, then think back about the thought exercise. Think about how your perception was shaped, who was involved and what they did. You can deduct their actions back to motivations which are shaped by behaviours and values. That is culture.

Getting it right

What happens when your culture is actually aligned with your marketing message? Well when culture and marketing interlock and supplement each other, that is when you utilize culture to its fullest extent. The result is often noticeable in increased customer satisfaction. Depending on your culture, marketing and goals, it can either: drive sales and/or improve service and/or expand operations and much more. Culture can motivate your employees to go above and beyond and to reach goals which seem unachievable. As your employees feel part of something that is bigger than themselves and the message that your brand displays, they can create something bigger than just the sum of their efforts. Does this still sound a bit vague and fuzzy? Forbes has ranked 50 companies with a great culture (read more here). What do we see? In the top 4 there are 3 companies (Microsoft, Zoom & Google) which are extremely successful in their industry. This is, in large respect, thanks to their outstanding culture which motivates their employees in a positive way. Their stimulating culture increases collaboration, customer satisfaction, service, but most importantly: the growth of the company they are working for.  

In conclusion

So where do we stand? Well, firstly it is important to repeat the mantra: culture eats strategy for breakfast. The importance of culture cannot be overstated enough, not only for your internal atmosphere but also for your external brand. HR herein has to play a more central and steering role within a company and not just “that office where they do the administration and stuff”. CEO’s and directors have to be made aware of this as they need to give HR a more central role. You see that this already happened at companies with a thriving culture. Now how to set it up is more difficult to explain, mainly because it is entirely dependent on the situation and environment of your company.

If you want more information on how to unlock the power of culture for your company, then get in touch with us and see what we can do for you!

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AI is a broad term of all forms of demonstrated intelligence by machines. It encapsulates everything from simple customer-service queries to sophisticated deep learning networks. It has been around since the 1940’s and has become a real hype in the last ten to twenty years. The problem with AI is, is that it is something like the internet in the 1980’s: everybody is talking about it, little people actually know what they are talking about, and even less people are getting business value out of it. Today we find AI in: self-driving cars, chat-bots answering questions, email spam filters and more. In this blog I will try and make an attempt to belong to the second category and show you where AI stands right now in HR and where I believe it will go to.  

Firstly, let’s start off with a quick note for sceptics towards AI and their idea that robots will take over the world, as Hollywood shows us in movies like ‘I, Robot’, ‘Terminator’, and ‘The Matrix’. Experts themselves have no idea when we can achieve Artificial General Intelligence (AGI), as in the movie robots, and are guessing somewhere near the end of this century or even after that. Furthermore, they argue that it is simply impossible for us to create beings which think like us because of one simple reason: we know very little our own brain. In other words; we almost know nothing about our brains, let alone reproducing them. Now that’s out of the way, let’s see where we are today in HR.  

Where we are today

Today AI is being used within HR on a limited scale, let’s start of by looking at recruitment. There are already algorithms who help recruiters source the right candidates and there are also applications which can scan resumes and search for certain key words and sentences indicating that he or she has the right profile. Another feature of AI which is currently being used is in the first stages of contact with a candidate. You can think of automated messaging, scheduling interviews, providing ongoing feedback about the recruitment process and answering their questions in a chat function. The main idea behind these simple tasks is to reduce bias and save recruiters time which they can spend on more important tasks, such as: assessing cultural fit, holding technical interviews and finding qualified referrals.  

AI is also being used within HR as a chatbot for general HR-related inquiries (such as Una from Unilever). These bots function as first-line HR support for all your employees. Another interesting development is the use of VR (Virtual Reality) within HR. It is being used to simulate real-life scenarios and test, measure and improve behaviour. VR is and will be an integral part of training for real-life situations and how your employees will handle them. The idea behind these developments is to, yet again, relieve your HR employees from simple tasks, assignments, and recorded training sessions and let them focus on the harder tasks, such as talent development and culture building.

Finally, there are also early signs of applications which analyse the data and computer activity of employees to predict who is thinking about leaving the company and when. The idea behind it is that with big data analysis you can see which digital office behaviour indicates that somebody is thinking about quitting the company. This will allow your HR employees to take up contact with the individual to see if there is anything that can be done to change the individuals mind or if you need to think about a mutual agreement on ending the employment and start looking for a replacement. In this sense it is important because these early signs can let you be ahead of the curve so you can have a smooth transition from one employee leaving and a new one taking his or her place.  

Want to find more on where AI stands in HR today? Have a look at this article from the HR Exchange Network.  

Where we will go in the future

In the short term the abovementioned methods will become more sophisticated. So automated sourcing, resume scanning, messaging, chatbots, VR training and employee data analysis will be able to direct you towards more specific answers. We all know the frustration of a chatbot which just keeps you sending to the same general page on the topic from the FAQ, while the info you really need is somewhere else. Just as anything in real life, that on its own will take time. The AI will need time learning from the input that we give it.  

More interestingly, I believe that AI will also have a place in face-to-face contact with the first interviews. I think that companies like Future Robotics will also introduce their life-like customer service robots in the realm of HR. This can be via a digital setup or even in person. The robot will deal with the basic questions which get asked in a first interview. Algorithms will then analyse the answers given to see which candidate made the best first impression. Additionally, I also think that VR sessions can be used to test candidates on their capabilities into handling different situations. The upside here is that it takes out all personal bias from a recruiter’s perspective towards the candidate.  

Another thing that AI will bring HR is new jobs. Up until now I have only described AI as a possibility of downsizing activities and how it might replace jobs in the future. On the other hand, it opens up opportunities for HR to be a real tool to increase the productivity of your company. The future of HR will be more focussed towards behaviour, culture, ethics and values and how these can be pointed in the direction which makes sense for your business. Those areas of focus are, not unimportantly, also the main reasons of motivation on how you motivate somebody to JOIN and STAY in your company, so therefore it should be the main focus of your HR department.  

Want to find out more about present and upcoming trends of AI in HR? Have a look at this article from Forbes.  

In conclusion

For now, I am not ready to board the hype train about scientific robots who think and act like humans. I do think however that AI will clear up routine tasks for us which will leave us in HR time to deal with more important issues, such as creating the right culture, stimulating and describing right behaviour and increasing productivity. Do you not want to wait ten to twenty years until AI clears up your HR department’s time for these issues? Contact us and see how we can help you to develop the right culture, motivate right behaviour and increase productivity.

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In the 21st century we have come a long way from the original working conditions of ‘free workers’ in the industrial revolution. Over time we have created working places which protect, motivate and empower employees. Employers are always looking to improve the workplace to increase productivity and wellbeing of their employees. We look up to tech giants such as Spotify, Google and Facebook and their creative working environments and see those as the current example of how the perfect workplace should look like, even the term ‘perfect workplace’ is clouded with mystery. In this blog we will take a closer look at 5 common myths about the perfect workplace and show you the reality behind them.  

Myth 1: Working 8 hours guarantees productivity.  

The longer you work, the more work you get done. That seems the premises behind this myth that has been around since Henry Ford introduced the eight-hour workday to his factory workers. Experiments here in Sweden with six-hour workdays show that the opposite is true and that 8 hours does not lead to more productivity. They argue that a lot of the eight hours spent at the office are spent inefficiently and that the six hours put down a healthy amount of pressure on their employees. Furthermore, they argue that their employees are happier to show up and leave the office and are in general less exhausted. While we are not arguing that all companies should switch to six hours of work per day, we are arguing that the normal nine-to-five working days should be a thing of the past as they are simply exhausting your workforce. Try to rethink what makes your employees productive and try to tap into their needs. Perhaps working from home is a viable (better) alternative, or shortened working days with shortened breaks. As always, there are no one-size-fits-all solutions.  

Reality 1: Working 8 hours does not guarantee productivity.

Myth 2: The closer the relationship within teams, the less errors will be made.  

When you think about it, it makes sense right? If you have a good connection with your colleagues and your manager and if you got your relationship and work down to a routine, then there should be less room for errors. Nothing is less true. A study by Amy Edmondson shows that employees and managers with a close relationship reported significantly more errors than the test subjects who do not have a close relationship. So why is that? The answer is quite simply: the employees felt more certain to their managers to report errors because of their good relationship. This is important to note because failure is a part of progress. As an employer you need to know where mistakes are made so you can improve your business, therefore it is your responsibility to create the safe environment to be able to report these errors. You should focus on continuous improvement rather than perfection.  

Reality 2: The closer the relationship within teams, the more errors will be reported and the faster they improve.

Myth 3: Like-minded people work better together.  

On the surface this one seems to make sense. The more you are on the same line with your colleagues the faster you take decisions and the better results you will get, right? Wrong. A study by Kathrine Philips, Katie Liljenquist and Margaret Neale disproves this and argues that homogenous teams indeed take faster decisions, but do not make better decisions. The heterogenous teams performed best in terms of decisions as they kept questioning and challenging their partners to come to better results.  

Reality 3: Homogenous teams deliver speed, heterogenous teams deliver results.

Myth 4: Additional perks make for happy employees.  

We have all seen the examples of Google, Twitter and Facebook. Cafeteria filled with food and beverages (sometimes even entire meals), doggy day care services and even cleaning services are all perks which are supposed to make your employees happy. Although nobody ever got sad from a free meal, it is not a guarantee for happy employees. These perks will only be perceived as offerings and add-ons to their job if the working culture is healthy. If you are encouraged to work through your lunchbreak, but in exchange you do get a free lunch, that might feel more as a bribe than an actual perk. It is therefore important that you get a healthy culture first which empower your employees. Only after that fundament is established, can you think about adding additional perks. If you want to learn more from Google, read my blog on the 7 most important lessons here or if you want to find out what truly motivates employees in this day and ages, read this blog.  

Reality 4: Only if you have the fundamentals right, then additional perks will contribute to happiness.

Myth 5: Doing what you love is the best way to achieve the most out of your work life.

We all heard the conventional wisdom that you should strive to work with what you love to get the most out of yourself. This string of wisdom argues that your passion motivates you do great things and make a difference in the world. There is evidence which disproves this self-centred motivation. A study done by O.C. Tanner in 2015 shows that great work or results are not so much achieved by doing something we love but, according to 88% of the participants, it is more focussed on making a difference that other people love. That is where true productivity and great accomplishments lie. This is not to say that you should not try to find job wherein you can do what you already love to do, it is just a way of saying that it is not necessarily the best way of the most out of your work life or achieving great things.

Reality 5: Achieving greatness often begins with trying to make a difference that other people love.

Are you interested in finding out more? Get in touch with us to see how we can help you to:

• Increase productivity
• Open up to errors and improvement
• Create heterogenous teams that deliver results
• Establish a healthy culture which makes for happy employees
• Achieve great results with the right people

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