Company Culture is at the heart of an organisation’s growth and success. It affects employees, and in turn, this is reflected in how a company treats its customers. Without a proper company culture, a firm may find itself without an identity, and in a market filled with me-too products, not having your own culture and brand identity is a recipe for disaster.
But who is the company’s “target audience”?
While the natural answer to this question is customers, there is more to that. Company culture is crucial when recruiting and retaining people too. If for example, people are environmentally conscious, they will assess whether the organisation and brand identity represent such environmental values.
Target audiences might also include other stakeholders. The regulator, shareholders, even suppliers, might put pressure on an organization if the perceived company culture and brand identity are not in line with expectations.
Different companies will want to portray different values. Some strive to deliver quality, others to operate with honesty and integrity. These values and attitudes are all equally effective, as long as these coincide with the same values that stakeholders consider as important.
In relation to this, perception plays a major role. Companies need to be careful and ensure that their stakeholders are “decoding” company messages in the right way. For this reason, proper, continuous evaluation of your target audience’s perception for your employer brand is crucial.
There are particular channels and media that a company can use to portray the right company image. The company’s own website and social media accounts need to carefully reflect which values stand at the brand’s heart. Employer branding portals that specifically tailor to niche segments, for example Tech & Finance candidates, might prove to be the differentiating factor between two similar organizations.
In small businesses, company culture tends to be a reflection of the owner’s personality. Bigger, more complex organisations, need to make a conscious effort at building the type of culture and personality which is conducive to success. Proper plans and strategies have to be in place, as operating without an identity will make it more difficult to attract the right talent and serve desired markets.
Christian Xuereb is Brand Manager at Castille (www.castilleresources.com)
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