Described as a set of values, beliefs, standards, attitudes and practices that characterize the way an organization operates, organizational culture reflects a company's identity and influences how employees behave, make decisions and relate to each other and to the clients
According toCarla Martins, vice president ofSERAC, corporate solutions hub, being a reference in the accounting areas, legal, educational and technology, organizational culture is a key point in the growth of companies and needs to be implemented strategically. "In the very SERAC", working with organizational culture was an essential tool for our growth, because it allowed us to form a team. Before we were just a company that did a good job, but then we formed a team that started fighting for the same dreams and embracing the same values, account.
According to the executive, it was the construction of a strong organizational culture that allowed SERAC to face significant challenges, inclusive during the covid-19 pandemic. "Culture wins over strategy in the most challenging days", this is because if there is a big problem and everyone is engaged, this problem will be faced more easily. During the pandemic, we managed to continue providing excellent service even remotely, exemplifies Carla.
The vice president of SERAC emphasizes that a strong organizational culture tends to unite the members of the company around common goals, while a weak culture can lead to disunity and lack of direction. Culture is everything the employee does while the owner is not present. It can be customer-oriented and focused on well-being, but it can also allow for gossip and lack of quality in work, therefore it is essential that entrepreneurs pay attention to build an organizational culture that makes sense, explain.
Check four steps to implement a strong culture in the company, according to Carla Martins
1st) Define the desired culture and work on its modeling – For that, it's worth looking for references in companies in your segment or even in other segments and listing which values should be included. "Many times it will be necessary to make adaptations and assess whether the segment and the clients match what is being modeled". You want a company like Apple, but your furniture is outdated? Do you want something more formal, but your segment is super disruptive? "It will be necessary to seek a balance", orient Carla.
2nd) Train the people – Leaders and trusted individuals need to be trained all the time to breathe the company's culture, once they are trained, they will pass on the culture to their subordinates. And if the team is small, the entrepreneur himself can be the master leader and needs to position himself as a mirror. For example, if there is a culture of optimism in the company, he needs to show himself optimistic. If you are having a not very good day, "it's better to stay away from people than to reflect emotions contrary to those you want to convey to the team", suggests the executive.
3rd) Communicate and breathe culture all the time – According to the vice president of SERAC, all elements of the company's communication can help spread culture, from the computer screen image to the brand's branding. "Even WhatsApp groups can share the company's values and encourage tasks that help promote culture", says Carla Martins.
4th) Evaluate and re-evaluate – The executive explains that it is necessary to periodically assess whether the values conveyed are in line with what is desired in the company's culture. "For that", it is important to have tools in feedbacks, always considering that a culture takes at least a few years to be implemented, says Carla. She emphasizes that, when a company has a strong culture, this helps attract like-minded individuals and repel those who do not fit, what helps in facing daily challenges and stimulates growth.
