Build Corporate Culture

If your employees are your front line face of the company, they are in the business of winning or losing business every moment of the day. Being intentional about building a culture where employees have the information and support they need to win customer loyalty can differentiate your company and build success into its foundation. Corporate culture is either created by design or by default. Good leaders know these secrets of building culture:
Tireless talk. There is never a time you can stop talking about the attributes of your culture that are important to you. Continuous repetition of simple, key messages—over and over again—help focus employees on what’s important to your organization.
Traditions. Organizational lore is a powerful motivator, and is built by repeated behaviors and words. If your culture rewards teamwork, employees will fix their attention on teamwork. If innovation is what gets the longest playtime in your workforce, that’s where employees will put their attention. By creating traditions that reinforce your key values, you can nudge your culture in the direction you want.
Cohesiveness. Talk is only good if it's consistent with policies and behaviors. You can nudge a culture in a direction by aiming a bit higher than reality, but if the gap is too wide, it will only create cynicism and disengagement. So yes, don’t talk until you’re ready to walk the talk.
Fresh presentation. Awaken the possibilities in your team by presenting the aspirational qualities of your brand in fresh, easy-to-digest ways. In the example below, the video infuses its centennial messaging with a warm, personal unfolding of what makes the hospital unique.
Let your employees talk. Instead of pushing out a corporate message, interview employees and let them tell others what it’s like to work in your organization. This provides an authentic voice that can be very persuasive.

Need some inspiration? >>

Want to drive home key values? This interview-driven video puts employees at the front and center of delivering important messages about the attributes this organization prizes.

Relax and have fun. Sometimes a little humor can go a long way in engaging employees, and in this video for St. Anthony North Hospital, employees have some fun while still driving home key cultural messages.


This academic medical center has developed a website that serves as an online resource to support their physicians and build community. It offers valuable content—some public and much of it password-protected—to their doctors and helps reinforce a culture of wellness for caregivers.

Employees do better work when they feel a sense of purpose. This video shows how mission can become inspirational—in just a matter of minutes.


Make your core values come to life in the words of employees and advocates, like this print piece does for a hospital.

Not every piece needs to be complex or serious. This simple little reflection on an annual employee holiday event reinforces the messages of the event, helping to build culture.