The Shifting Landscape of Company Culture

Company culture is vital to the success of an organization and the happiness of its employees. For years, it has been regarded as one of the major talking points in the employer-employee dynamic. Some professionals suggest that company culture is more important today than ever due to the continuous evolution of the modern workplace. As corporations adapt to meet the changing needs of their business goals, the global industry and their own workforce, design may play a key role in achieving and sustaining successful company culture.

Although company culture is mainly intangible, some elements are clearly visible. One aspect that is just as critical to the culture as it is to the success of the employees is the workspace. This fact isn't surprising — nearly one-third of an employee's life is spent working in the office. A workspace can impact employees in positive and negative ways, depending on its design. Great design can cultivate, foster and enrich company culture — while poor workplace designs can stifle, suppress or inconvenience culture.

As the corporate landscape changes, so does company culture. If company culture must evolve to retain employees, support organizational structures and move the business forward, proactive steps are required. The landscape of company culture is already integrating new methods of corporate culture design into the workspace to reflect these changes. However, there is no single type of company culture — and corporations now need to discover how specific design ideas can cater to the diverse cultures within their organizations.

WHAT IS COMPANY CULTURE?

Company culture has both a denotation and connotation. It's defined as "the beliefs and behaviors that determine how a company's employees and management interact." From an employee's perspective, they may define company culture as their sense of belonging, the benefits provided, how they engage with clients or how their company's attitude or brand drives business decisions. Company culture can mean different things for different people, especially when these individuals work for corporations that demonstrate different types.

Although there is not a standard rubric or set of guidelines that judge how "right" or "wrong" corporate culture is, many organizations with strong cultures will be able to prove its effectiveness. These companies will be able to define their culture intimately, citing examples of how it's carried out. They'll have a realistic and accurate idea of how well employees understand and embrace the company's brand and culture. Culture will also be generally consistent throughout the organization, regardless of position or tenure. 

Strong company cultures have clear benefits that positively impact the business as a whole. The culture is a characteristic of the company's identity and reflects the organization's values. This identity and set of values are acknowledged and accepted by the employees, as demonstrated in the recruitment and retention of talented individuals. Company culture is also an element of the company's brand that clients and customers can witness. The culture is reflected in the company's image and can increase customer loyalty. 

HOW CAN COMPANY CULTURE INFLUENCE DESIGN?

Company culture may be similar from organization to organization in some contexts, but each company ultimately has a culture that must be observed, measured and catered to individually. Because all cultures are not the same, workspaces need to be just as unique. Aspects of each culture can drive this design to align the workspace with the beliefs, personality and behaviors of the company. Offices, meeting rooms, desks and other areas of the space can be modified to reflect and represent this culture.

L-R: Apple Park Cupertino (USA), Angle + Earl Street Studio (Australia), Space10 (Denmark), Etsy Brooklyn Headquarters (USA), Beats By Dre Los Angeles Office (USA)

Similarly, design can influence culture. Research shows that workspace design influences employee wellness, productivity, morale, socialization and perception in the eyes of those new to the company. Poor office design can directly impact employee culture. Everything from the processes and equipment to the ways employees collaborate and communicate with management can be hindered by ineffective workspaces. Before rethinking an office design, it's important to understand how general aspects of company culture are defined and how they can intersect with design.

WHAT IS COMPANY CULTURE MADE OF?

Because every culture is different, it may be an amalgamation of various components. However, there are at least six elements that can typically play a role in creating and sustaining the culture within an organization. First, a clear vision must be in place to drive the company towards its goal. This vision must also be supported by the employees who will strive to achieve that goal by personifying the vision through relevant practices.

A narrative is also necessary, usually directed by leaders of the company, that reinforces the vision and inspires the people within the organization to foster the culture and attain success. The workspace is an influence, as it is the stage on which the employees will bring this vision to life. Finally, the company's values will ensure that the vision moves forward in a way that helps positively define the culture. 

COMPANY CULTURE VS. COMPANY VALUES

For some, company culture and company values may seem synonymous. Many people within the organization may demonstrate these values through their interactions and support of company culture. Similarly, the organization's values may have been originally derived from elements of culture that these leaders experienced in their previous roles. Although company values and culture may be interlinked in various contexts throughout the organization, it is important to understand what makes these two aspects unique and how they impact the company individually.

Values are beliefs, principles or standards of behavior that a person or organization deems important. A commitment to these values is demonstrated in the ways employees interact with their peers, subordinates, superiors and clients. Their attitudes and behavior should reflect these values and drive their ethical and moral decisions. Culture, on the other hand, encompasses not only the organization's values but also the vision, language, customs and habits of the company. Values help create the foundation for company culture to flourish and evolve.

Company values are clearly defined, and a commitment to them advances a set goal. Company culture's purpose can organically change with the organization over time. In the same way a business may change which product they manufacture yet still uphold their principle for creating reliable products, the landscape of an organization's company culture may evolve while still preserving the set of values this adaptive culture was built upon. 

8 TYPES OF COMPANY CULTURE

One way to identify the specific characteristics that make a company's culture unique is to observe how employees interact with the organizational changes that occur. As groups adapt to varying levels of change, they may work independently or interdependently according to how the values of the company support specific behaviors. The following eight examples are types of company culture categorized by how they drive and unite employees socially and professionally:

1. Purpose-driven: A sense of purpose, and the realization of that goal, is a powerful motivator in the workplace. A purpose-driven organizational culture tends to adopt a perspective that aims to benefit a greater cause. These shared ideals motivate employees to make a lasting impact on communities, locally or globally. Many employees are genuine in their efforts to help others through their organization's success. Although individual achievement isn't a priority, these teams will sincerely be personally fulfilled as they work to meet company goals.

2. Emotionally driven: Within every group of people, a sense of unity, camaraderie and affection often develops. Company cultures with caring organizational structures support these interpersonal relationships and motivate the team to succeed personally and professionally. Leaders are inspiring, and employees create a sense of loyalty toward the business. Many in the group develop a type of familial unit where everyone sincerely cares about their peers. Emotionally driven cultures feature individuals who want to perform well and succeed with their team because they feel welcomed and accepted within the organization.

3. Driven by cooperation: Cultures driven by cooperation rely on order. These organizations often provide structured environments for their employees who will follow the rules, guidelines and directives. Their leaders may prioritize shared procedures or customs that unite employees throughout the company. 

4. Strategically driven: A culture that is driven by strategy is very outcome-oriented. Their leaders prioritize the successful achievement of goals, and their employees are often given merit-based incentives to complete these goals. This can include elements of a team dynamic — like cultures driven by cooperation — or these employees can be self-motivated to generate results for the company on their own accord.

5. Driven by preparation: Some cultures prioritize safety and stability above other elements, valuing planning, preparation and pragmatic thinking. Employees will want to be involved in the creation and execution of detailed plans, measuring and managing risk along the way. 

6. Driven by competition: Competitive cultures are often driven by authority. Strong control unites the employees as they strive to excel and move up the organizational ladder. Leaders act as confident role models that encourage respectful competition between groups. For many employees, they have a personal desire to succeed and claim victory with their efforts.

7. Curiosity-driven: Creativity can be contagious, and curiosity-driven cultures unite their organization under a passion for learning, innovating and exploring possibilities. These employees are often inventive and seek out solutions that may be unconventional. They will approach problems in non-traditional ways or consider alternative solutions that may seem out-of-the-box. They also value the act and experience of learning more than the personal achievement of solving the problem.

8. Driven by fun: Although they conduct business professionally and respectfully, some organizational cultures are driven by a sense of playfulness. Stimulation and the feeling of excitement combine with lightheartedness and humor to deliver a culture that enjoys the day-to-day spontaneity, keeping employees happy and content within the organization.

Although many organizations embrace these eight types of company culture, this list is far from definitive. Many companies may utilize one or more of these variations, while other organizations may use a completely different set of factors to build their workplace culture. After identifying the type of culture or prominent elements that exist, an organization can then determine how design can engage and emphasize this culture.

BUILDING CULTURE IN THE WORKPLACE

Building culture in the workplace needn't be difficult, especially if the organization already has an understanding of its values. By capturing the values and vision of the company, culture can be derived. Once the culture is defined, it needs to be implemented within the organization as soon as possible. Leaders should act as chief storytellers that pass down the narrative to their teams, encouraging the beliefs and behaviors that represent the culture. They should also emphasize purpose and recognize those that embrace the goals of the company.

Empowering employees to help cultivate and foster culture is also another successful way to build a strong organizational identity. The goals of the company should be clearly defined and meaningful. More importantly, these goals should also include a prioritization on employee wellness, social connections within the organization, and achieving a positive environment that is supportive, inclusive and personally impacting.

When attempting to build a strong and effective corporate culture in the workplace, design may provide solutions for enhancement and engagement. Employees that proudly adopt an organization's culture can positively influence the design of these spaces. By making their needs known, employees can help direct the design to facilitate the processes and practices they use to achieve the company's goals. Using some of the eight culture types above as examples, here are some design ideas to channel company culture:

• A culture driven by cooperation may need collaborative workspaces that maximize social interaction and idea-sharing.

• A culture driven by competition would benefit from a workplace that showcases the success of the all-stars on the team in communal areas like break rooms and meeting spaces.

• Cultures driven by fun would benefit from separate spaces that aren't found in conventional offices — like game rooms or outdoor areas for exercise.

• A creatively driven culture may benefit from stimulating spaces where employees can conduct research or experiments, or breakout spaces where they can work out problems with physical resources.

HOW DO YOU DEFINE COMPANY CULTURE?

Company culture is a vital element in every organization. It influences employee success and impacts brand identity. Workplace design has an immediate effect on company culture, changing it in ways that can be positive or negative depending on how well the design complements the characteristics of that culture. Although a poorly designed space can be afflicting, it's worth noting that company culture can also have a dramatic effect on design.

Design continues to shape the shifting landscape of company culture and vice versa. As the organization evolves, the company should facilitate the growth of culture and modify workspace design to cater to that culture. By designing spaces that enhance workflows, promote communication, emphasize employee wellness and facilitate organic growth, an organization can cultivate and sustain a strong foundation of culture that will influence the success of the business in a variety of ways. 

At Y Studios, we cherish our company culture and take every opportunity to learn how other organizations inspire, engage and support their employees. We believe culture should be present in every aspect of an organization — that's why we implement a culture-driven design process to create solutions that cater to modern lifestyles. We understand that perspectives and needs differ from person to person, which means design must be innovative enough to facilitate diverse interactions. Connect with us to learn more about the intersection of culture and design today.