Corporate culture has been a buzzword for quite some time now, but its importance has only grown in recent years. A strong culture not only attracts top talent, but it also drives productivity and innovation. However, creating a strong corporate culture is easier said than done. Luckily, there are companies out there that have mastered this art, and we can learn from their examples.
A company’s culture can influence employee engagement, productivity, retention, and overall business performance. The best corporate cultures are not only defined by their values and mission, but also by their unique approaches to leadership, communication, diversity, equity, and inclusion, flexibility, and recognition and rewards.
In this blog post, we will explore five outstanding examples of corporate cultures that stand out from the rest. By analysing the approaches of these companies, we hope to inspire other organizations to cultivate a culture that truly works for their business.
Whether you’re a small start-up or a large corporation, these best practices can help you create a culture that attracts top talent, drives innovation, and ultimately leads to greater success. So, let’s dive in and explore the 5 Best Corporate Culture Examples That Companies Can Learn From.
The 5 Best Corporate Culture Examples:
1. Netflix
Netflix has long been known for its unique corporate culture, which is built on the principles of freedom and responsibility. The company’s culture deck, which outlines these principles, has been widely circulated and emulated by other companies. At Netflix, employees are given the freedom to make decisions and take risks, but they are also held accountable for the results. This culture of trust and accountability has allowed Netflix to attract and retain top talent and become one of the most successful media companies in the world.
However, this corporate culture is not for everyone, where some employees fear “sunshining”, which is where they share a mistake they have made with colleagues (aligning with their transparent culture). As well as this, Netflix uses the “keeper test”, where managers must ask themselves whether they would fight to retain an employee or not. While this may disgruntle some employees, it’s important to understand that Netflix actually displays this type of culture on their own website. Here are the key culture values adopted by Netflix:
- Encourage decision-making by employees
- Share information openly, broadly and deliberately
- Communicate candidly and directly
- Keep only our highly effective people
- Avoid rules
So, while some employees may complain about “sunshining” and the “keeper test”, it certainly promotes the candid and excelling culture Netflix is so keen on spotlighting. So, if you’re thinking of getting a job at Netflix, be sure to properly read their culture guidelines before you apply!
A ‘ruthless’ corporate culture may not be for everyone, but it delivers great profits, with Netflix making $4.4 billion in net profit in 2022 (it’s worth pointing out that this is their lowest profit to date). So, whatever you may think about this brutal form of culture, it certainly has something to do with its success and domination of the video streaming market.
2. Zappos
Zappos is another company that is often cited for its strong corporate culture. The online shoe retailer is known for its commitment to customer service, and this commitment is reflected in its culture. At Zappos, employees are encouraged to be themselves and to have fun at work, but they are also expected to go above and beyond for the customer. This customer-centric culture has helped Zappos build a loyal customer base and become a leader in the online retail industry.
Zappos has an extraordinary approach to deliver corporate culture, where they display their workplace as “weird, family spirited, and fun”. Their focus point is on a great customer experience, where they deliver on the “4 C’s”:
- Commerce
- Customer Service
- Company Culture
- Community
Some key highlights of Zappos design canvas include the following:
- Pay To Quit Bonus: After a few weeks on the job, new employees are offered $1,000 to quit. The company doesn’t want anyone to get stuck in a job they’re not enjoying. If a person declines the bonus, they have showed commitment, spirit, and the attitude that Zappos is looking for. This bonus intends to separate the ‘Zapponians’ from those incompatible for the culture.
- Weird Talent Show: Zappos runs a talent show which promotes uniqueness and weirdness. The company expects people to participate in at least one of its events – demonstrating you’re fit enough to be a part of the “weird” culture!
- Eat It: Just as you thought it couldn’t get any stranger, Zappos host an eating contest for employees. All the while other businesses are promoting healthy eating, Zappos are going against the grain to have a unique culture.
Seems… unconventional. Right? Well perhaps these unique values are the explanation for Zappos’ success. They were even acquired by Amazon in 2009 due to their potential.
Read here for more information on Zappos’ culture.
3. Southwest Airlines
Southwest Airlines is often cited as a case study in corporate culture. The airline’s culture is built on the principles of humour, teamwork, and customer service. Employees are encouraged to have fun at work and to treat customers like family. This culture has helped Southwest Airlines become one of the most beloved airlines in the world and has driven its success for over 50 years.
Some of the key aspects that make Southwest’s culture unique are:
- Employee empowerment: Southwest empowers its employees to make decisions and take ownership of their work. This leads to a more engaged and motivated workforce, as employees feel like they are making a difference and contributing to the company’s success.
- Fun and light-heartedness: Southwest has a reputation for being a fun and light-hearted company. From the playful safety announcements to the Southwest Heart that is featured on the planes and merchandise, the company creates a sense of joy and positivity for both employees and customers.
- Focus on customer service: Southwest puts a strong emphasis on providing excellent customer service. This is reflected in their mission statement, which states that the company is “dedicated to the highest quality of customer service delivered with a sense of warmth, friendliness, individual pride, and company spirit.”
- Strong team culture: Southwest fosters a strong sense of teamwork and collaboration among its employees. This is demonstrated through the company’s “one-team” philosophy, which emphasizes that all employees are part of the same team, working together to achieve common goals.
- Employee recognition and appreciation: Southwest recognizes and appreciates its employees through a variety of programs and initiatives, such as the “Spirit Award” and the “President’s Award“. This helps to create a positive and supportive work environment, where employees feel valued and appreciated for their contributions.
Read here for more information Southwest Airline’s culture.
4. Patagonia
Patagonia is a company that has built its corporate culture on the principles of environmentalism and social responsibility. The outdoor apparel company is committed to sustainability and has taken steps to reduce its environmental impact. This commitment to environmentalism is reflected in its culture, which encourages employees to live a sustainable lifestyle and to be stewards of the environment. This culture has helped Patagonia build a loyal customer base and become a leader in sustainable fashion.
An unconventional culture, Patagonia is a leader pathing the way for other corporations to follow lead. Here are some of the ways Patagonia differentiates itself from its competitors in terms of culture:
- Reading resumes from the bottom-up
Patagonia’s recruiters decide to start reading from the bottom to really understand the applicant’s personality before their qualifications. The want to understand your interests, activities, and volunteer work above all.
- Flexible working is embraced
“Let My People Go Surfing” is Patagonia’s employee handbook. Not figuratively – but literally – Patagonia believe their workers should go surfing as soon as the surf’s up. Their culture is based on loving the outdoors, so they want their employees to really put the outdoors above their work. Flexibility is also enforced with having every other Friday off work – showing their care for employees’ work-life balance.
- Great benefits that reflect your values
Patagonia has a mission to save the planet, and to reinforce this, they hire people with a similar mindset. As a result, they offer 2 months off, with pay, for those who volunteer at an environmental organization or project. And if you didn’t think that was crazy enough, they’ll also post your bail if you get arrested for peacefully protesting for the environment (including your spouse).
In a nutshell, these are the core values which makes Patagonia true cultural leaders:
- Environmental activism: Patagonia has a strong commitment to environmental activism and sustainability. This is reflected in the company’s mission statement, which states that it is “in business to save our home planet”. Patagonia is involved in a variety of environmental causes and encourages its employees to take action to protect the environment.
- Work-life balance: Patagonia values work-life balance and encourages its employees to pursue their passions and interests outside of work. The company offers flexible work arrangements and encourages employees to take time off to pursue outdoor activities and environmental causes.
- Transparency: Patagonia is known for its transparency in both its business practices and its supply chain. The company is open about its environmental impact and works to reduce its footprint through sustainable practices and ethical sourcing.
- Employee empowerment: Patagonia empowers its employees to take ownership of their work and make decisions that align with the company’s values. This leads to a more engaged and motivated workforce, as employees feel like they are making a difference and contributing to the company’s mission.
- Community engagement: Patagonia is involved in a variety of community engagement initiatives, such as supporting local environmental organizations and encouraging its employees to volunteer in their communities. This helps to create a sense of purpose and belonging for both employees and customers.
Read here for more information on Patagonia’s culture.
5. HubSpot
HubSpot is a marketing software company that is known for its unique corporate culture. The company’s culture is built on the principles of transparency, autonomy, and collaboration. At HubSpot, employees are given the autonomy to make decisions and to take ownership of their work, but they are also encouraged to collaborate and share their ideas. This culture has helped HubSpot become one of the fastest-growing companies in the world and has driven its success in the competitive marketing software industry.
Like Netflix, transparency is key at HubSpot, where they even have a “No Door” policy in their office to avoid any secrecy. Here are other ways they practice transparency:
- No Individual Offices. HubSpot believe that to increase collaboration and transparency, their employees should have equal ‘working environments’, which eradicates hierarchy and status within the business.
- Full Financial Transparency. All employees have access to P&L Statements, cash balances, slide decks for board meetings, and long-term strategy information.
HubSpot’s values derive around the HEART acronym (Humble, Adaptable, Empathetic, Remarkable, Transparent), and – like Patagonia – they offer very flexible working for their staff. Upon working for the business for 5 years, each employee gets access to a month-long sabbatical to do whatever they want. They’re given unlimited annual holiday, which promotes an incredibly trusting culture.
Here are some more of the key aspects that make HubSpot’s culture stand out:
- Customer-centric approach: HubSpot is a company that is focused on its customers. This means that everything the company does is designed to help its customers succeed, from the products and services it offers to the way it interacts with customers.
- Inclusive work environment: HubSpot has a culture that values diversity and inclusion. The company is committed to creating an environment where everyone feels valued and respected, regardless of their background or identity.
- Employee autonomy: HubSpot values employee autonomy and encourages its employees to take ownership of their work. This means that employees are given the freedom to work on projects that interest them and are trusted to make decisions that align with the company’s values.
- Learning culture: HubSpot has a culture that values continuous learning and development. The company offers a variety of training programs and resources to help employees develop their skills and grow in their careers.
Read here to find out more about HubSpot’s culture.
What are the focal points for the Best Corporate Culture examples?
These five companies represent some of the best examples of corporate culture. Each of these companies has a unique culture that reflects its values and mission, and each has been successful in driving productivity, innovation, and growth. However, there are some common threads that run through these cultures. These threads include:
- Trust:
Each of these companies has a culture of trust, where employees are given the freedom to make decisions and take risks. However, this trust is balanced by accountability, and employees are held responsible for their results.
- Customer-centricity:
Each of these companies has a culture that is focused on the customer. Whether it’s Zappos’ commitment to customer service or Southwest Airlines’ focus on treating customers like family, these companies understand the importance of putting the customer first.
- Autonomy:
Each of these companies has a culture that encourages autonomy and ownership. Employees are given the freedom to make decisions and to take ownership of their work, which fosters a sense of pride and ownership.
- Collaboration:
Each of these companies also has a culture that values collaboration. While employees are given autonomy, they are also encouraged to work together and share their ideas. This collaboration drives innovation and helps employees feel like they are part of a team.
- Values:
Finally, each of these companies has a strong set of values that guides its culture. Whether it’s Netflix’s principles of freedom and responsibility or Patagonia’s commitment to environmentalism, these values are ingrained in the company’s culture and drive its success.
What’s Your Ideal Company Culture?
These five companies provide great examples of corporate culture. However, it’s important to remember that there is no one-size-fits-all solution when it comes to creating a strong culture. Each company is unique and should develop a culture that reflects its values and mission. By focusing on trust, customer-centricity, autonomy, collaboration, and values, companies can create a culture that drives productivity, innovation, and growth.
Here are some of our other articles on company culture:
Technology Plays a Critical Role in Affecting Company Culture
Remote Work and Company Culture: The Undeniable Challenges of a Cultural Shift
What’s our idea of a perfect company culture? give us a message on Facebook or Linkedin! Or drop us an email at info@rekkruut.com.
We hope you’ve enjoyed today’s instalment in the RekkBlog series, and don’t forget to have a read of some of our other RekkBlog posts!
By Leon Simpson – Company Director at Rekkruut
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