Using Corporate Legends to Communicate Culture

We often hear that communicating organizational culture is an important task. However, most people fail to provide examples on how to do that very thing! I’ve been testing different methods for sharing culture (collecting touchstones, for one), but one of my favorite ways to share our corporate beliefs and values are through the “legends” within our organization.

What is a legend?

In this sense of the word, a legend is defined as a person who took extraordinary action to achieve a goal. The guy who drove 400 miles to support a customer’s urgent request. The team that brought 40 employees on board with 48 hours’ notice. The woman who, despite all odds, successfully navigated a corporate audit with a successful conclusion. Basically, it’s the people and actions that embody the high standards that your organization stands for.

What’s the purpose?

Sure, I can tell you what our corporate values are. I can even give you some generic idea of what they mean. However, human communication has a long historical basis in storytelling and traditions. Telling you about how one of our employees really embodies the spirit of our corporate values makes it stick in your brain that much better. If a similar situation arises, you won’t be wondering how to proceed. You’ll be able to recall the legend and what someone else did to achieve success.

How to get started

Start talking with the people who have been at your company for a while. Ask questions that are designed to dig into previous accomplishments. For example:

• Can you tell me about a time someone went above and beyond the call of duty?
• What was the biggest success this department has ever had?
• Has there ever been a big innovation or breakthrough at the corporate or team level? What was it?

If you’re stuck with few examples, you need to get started capturing and communicating the legends that you have. Start reaching out to managers and ask them to share with you when one of their people has a successful project or does something that demonstrates excellence. It’s your job to take those stories and use them to encourage others to embody the same characteristics.

While there might be better ways to communicate organizational culture, using internal legends is fairly straightforward, it’s easy to get started, and it has an immediate impact on the people who hear them. Have a legend of your own? I’d love to hear it! Feel free to share in the comments below.

Have you ever thought about company success stories? Most of us are captivated by the startup company “started in a garage and became a millionaire” type stories. I wasn’t looking for an object lesson, but I found one in an interesting place.

I snagged a Clif Bar to munch on before the Run for Kids 50k this past weekend, and as I read the package (I know, I’m a nerd) I was instantly transformed from a casual snacker to a believer in the Clif Bar mission (a little dramatic, but you get the general idea). Below is a slightly modified version of what is on the packaging of ever Clif Bar and package they sell.

You read it and tell me that you don’t feel some sort of connection on a deeper, personal level with the company and what they believe in:

In 1990, I lived in a garage with my dog, skis, climbing gear, bicycle and two trumpets. The inspiration to create an energy bar occurred during a day-long, 175-mile ride with my buddy Jay. We’d been gnawing on some “other” energy bars. Suddenly despite my hunger, I couldn’t take another bite. That’s the moment I now call “the epiphany”. Two years later, after countless hours in Mom’s kitchen, Clif Bar became a reality. And the mission to create a better-tasting energy bar was accomplished. Thanks, Mom!

Clif Bar has grown since 1990, and still the spirit of adventure that began on that ride continues to thrive each day. As the company evolves, we face many choices, yet we always do our best to take care of our people, our community and our environment. Gary – Owner of Clif Bar Inc.

Now, I don’t know about you, but we don’t sell snacks. We don’t have packaging (if you ever figure out how to package a Blackhawk instructor pilot’s services, please let me know!). So how do we share our own company success story with our employees and customers?

It all depends on your preferences. You can start using a new hire welcome letter. You can hold town hall meetings. Whatever you decide to do, don’t forget the importance of tying emotion into the story. Memories that are tied to emotions are more strongly embedded in the receiver’s brain. When you read the Clif Bar story above, you’re filled with a sense of pride and excitement at the struggles they faced and overcame.

Think about your own company’s story. Can you tell it in a way that makes people excited to hear and share it with others? 

When you’re trying to learn about an organization’s corporate culture, values, and  beliefs, you need to pay attention to the available information to get a good feel for it. One of my friends is looking at applying to a local private Christian school, and I went to their website to print the application for him to complete.

While the application starts off like any other (job history, availability, work preferences, etc.), it gets into some very meaty questions near the end. If I was looking for a job with this organization, I would be reading those questions very closely Continue Reading »

If you’ve been looking for some corporate culture examples, look no further. I’ve pulled together a handful of ideas that you can put into action to help your employees become raving fans of the organization. Some of them are easy to implement in the short term, others might take a little more work to get started, but all of them can make a difference!

Remember, great companies don’t just happen. They are intentional creations that require hard work and dedication, but they’re worth it. Continue Reading »

In an effort to try and keep a handle on the products and services my company provides (hint: great HR pros have a solid understanding of the business side of the organization), I picked up a defense industry magazine the other day. The main article focused on what great program managers know about product support. However, it was an easy leap of the imagination to see how the points in the article could apply to my profession as well.

1. I’m the life cycle manager: the product support buck stops with me-I translated this to “I’m the people manager; the employee support buck stops with me.” Sometimes organizations lose sight of how easy routine, noncritical tasks should be for employees. Changing an address or asking a benefits question shouldn’t take a dozen steps or an unwieldy process. If your company is doing this, put your foot down. Support your people however you can (use an employee HR portal if you have to) and help remove the obstacles that are keeping them from doing their best work.
2. Everything that really matters can be summed up in a single page-good luck shrinking that 957 page employee handbook; you know, the one that people have to sign on day 1 saying they’ve read and understand? Get what really matters on a page and use it extensively. One of my favorite quotes is “your values statement should be the most tattered piece of paper in your organization.” Use it so often that you memorize it word for word, and then start living it. Continue Reading »

Have you ever wondered how to send a new hire welcome letter to get the employment relationship started on the right foot? I started sending a letter to new hires last year, and I’ve tweaked it over time to cover more questions, beef up explanations, and pretty much share as much information as I possibly can with our new employees. I’ve included my version below, so if you’re considering adding this into your new hire process, feel free to borrow/use some of this.

The Pinnacle new hire welcome letter

Welcome, [Name]!

We are excited about your first day with Pinnacle. Be forewarned, you’ll have a lot of information thrown at you on the first day, and it probably won’t slow down for a while. A piece of advice: take notes!

We use the phrase “drinking from a fire hose” around here sometimes, and it’s an apt description for the pace of the work we do. Don’t let that worry you, though. Along with that work comes an amazing manager, a supportive team, and a group of leaders that really does care about you and your work.

We’re different from other companies. Other companies say that, but at Pinnacle, it’s true. We are just over four years old and fairly small (about 70 employees at this time). We are growing quickly, and that is as a direct result of our reputation for doing great work. We aren’t a 5,000 person company with dozens of locations. You aren’t a faceless number to us. We treat our people like adults, because you deserve that. We’re a small business doing big things (or “small, but mighty” as we like to put it!).

You have a lot of questions as the resident newbie. Don’t worry, we’ve all been there and it’s understandable. Here are some of the most common questions and answers to get you started. If you have something that isn’t answered below, your supervisor would be happy to assist!

A few things you need to know about your work

• What do I wear? We have a casual atmosphere in the office. It’s business casual most days, and many of us wear jeans on Fridays. Remember, we’re more focused on the work than your clothes!
• Who do I ask questions of if my manager isn’t present? We support each other, so you can get questions answered by anyone. The most common questions can go to [insert operations team description/focus areas].
• What do I do if I have a computer problem? Send an email to [support address] describing your problem to open a trouble ticket.
• What are the standard working hours? With your key, you can get into the building 24/7 if necessary. Some of the engineers work 6:00-3:00. Some of the operations staff work 8:00-5:00. Find something that is comfortable with you and communicate that with your supervisor.
• Will I have to work overtime? Evenings? Weekends? At times we will have flurries of activity that require some overtime, but it’s not a regular/weekly occurrence.
• Will I have to travel? How often? Who makes travel arrangements? Travel isn’t something we do often, but it’s not unheard of. If you are required to travel, speak with your manager about who is responsible for making your travel arrangements.
• How flexible are my work hours? One thing we appreciate at Pinnacle is the person you are outside of work. We work hard to be flexible when work and life events conflict. During those times stay in close communication with your manager if possible. It’s more about fitting your work into your life than the other way around.

A few things you need to know about your department

• Who will I be working with? First and foremost, you’ll be working closely with your manager. They will be able to answer most of your questions or point you in the right direction if they cannot. The rest of your team will be [short description of department].
• Who are the “movers and shakers” in the organization and how can I become one of them? The neat part about Pinnacle is that we all have our unique roles and responsibilities, and we all have a time and place for to be the “mover and shaker.” Doing your work well is a surefire way to establish your credibility as a foundation for future professional and organizational growth.
• If I have ideas, suggestions or concerns, what channels exist to share those concerns? If it’s an idea, we have a Big Ideas database on SharePoint that you can use as an outlet for sharing new, innovative ideas. If you have concerns, your manager or theirs will be the next likely step.
• How do people prefer to communicate in this organization? (Face to face? By e-mail? Phone?) Depending on the topic, we use all of these methods. Inside the office, we use Windows Messenger chats for quick back-and-forth conversations. Because we have locations across the US, we use email to do much of our official communication. Phones are perfectly acceptable when you need a quick answer and email isn’t fast enough. And face-to-face conversations (or “huddles,” as we like to call them) are key to solving many of the issues we run into on a daily basis.

A few things you need to know about Pinnacle

• Do we have a strategic plan? What does it entail? The strategic goals of the organization are developed and shared on an annual basis by the Leadership Team. The corporate goals/strategy for 2012:

• [Goal A, B, C, Etc.]

• What are employees rewarded and recognized for? As previously stated, doing your work well is the best way to go. It sounds simplistic, but many organizations don’t have the transparency and flatness of Pinnacle. You interact on a daily basis with everyone from the CEO to a customer site lead to the engineers at corporate. They can tell when you are doing your work well, and good news like that travels quickly.

Questions? 

———–

Again, this is just one piece of a new hire process that touches on our culture in multiple ways. Anyone else use a similar tool with new hires? Care to share what sort of content you cover in this “welcome” document?

I work for a government contractor in the defense industry. We have a large number of veterans working for us, so I am always looking for ways to understand them better. Recently I received a review copy of this book, and I was really excited to dig in. As usual, I read with an eye on the corporate culture aspects, and I thought the author, Emily King, did a great job of addressing those. Here are my top 4 “Aha!” moments while reading Field Tested-Recruiting, Managing, and Retaining Veterans.

#1 Put yourself in their shoes

This was the single best explanation for how a veteran must feel when they join the private sector that I’ve ever come across. Basically, the author asks you to imagine that you take a job in a private employer and work there  for twenty years. Then, you retire from that company and go to work for the military. Imagine the chaos and difficulty of trying to navigate the landscape of an entirely different organization and culture. That is how veterans feel when they come to work for us after completing a military career.

#2 Boot camp (you need one)

All military members go through some sort of extensive, uniform training. They learn side-by-side and know that their peers are learning the same skills and abilities. Using a uniform orientation process to introduce culture aspects of the organization is a great way to help new hires feel more comfortable about their role. Click here for more on defining corporate culture for new hires.

#3 The “how” of work matters

The biggest lesson I’ve had to learn as a results-driven person is that, in the civilian world, how you accomplish something is as important as the merit of the accomplishment itself. I went from being an infantry captain in the Marine Corps to being the only male in an all-female HR department… I was bound to make a few mistakes. -Former USMC Officer

I’ve talked before on the “how” of work versus what is being accomplished.

#4 Individualistic vs conformist cultures

The author talks a little about how the military enforces a conformist culture in order to reproduce the same results from its soldiers over and over again. However, in a corporate setting, the opposite is encouraged. Individuals are accepted and encouraged to focus on their strengths, and they also are allowed to use creativity when resolving problems they face. Those are opposite ends of the spectrum, and making the instant switch when someone moves into civilian life is yet another hurdle our veterans face in their day-to-day existence.

If you’re considering recruiting veterans (or you already do), this book is a great resource for those of us with no military experience to draw upon. I already have started thinking in different ways in order to better meet the needs of our employees who are former military service members. Check it out!