Sharing is caring. So, a shared culture is by definition supported by a caring working space. Due to the dramatically changed way colleagues are now connected within your organization, it is crucial to intensively use your corporate offices as their main source of connection. Incidentally or constantly working from home potentially destroys your corporate culture. You do need a constant offline connection between your company and your teammates.
Recent research is showing that one of the problems of the current working situation, is that a significant part of your colleagues is missing the offline, personal connection within your company. Teammates lack their informal contacts, mutual reflection, knowledge sharing, consulting each other, and being inspired by co-workers.
Employees getting disconnected within the organization is a big danger for each and every company. In a recent article in the Dutch daily newspaper “Financieel Dagblad” of Thursday 22 October 2020, two third of the consulted CEO’s underline the potential dangers of constant home working, as these are negatively influencing the overall company’s culture. As internet-guru Gary Vaynerchuk states it: “company culture is the backbone of any successful organization”. As all co-workers are the foundation of each organization, it is essential that companies create a warm-hearted and hospitable working environment, in which teams and individuals stay connected within the overall organization. Under the protective umbrella of the brand identity of your company.
Inspiring to connect offline
Offices have the potential to make a difference to the company’s image and reputation, as well as to create a working space that inspires and connects co-workers offline. For this, it is essential to develop a consistent and clear expression of what your organization values and represents. In an early stage of the design process, it is vital to directly or indirectly involve all colleagues and gather the necessary information out of your overall organization. The co-creators involved could be a cross section of the functions and the generations from within your organization. They represent the potential ‘clubhouse culture’. By embedding it, this guarantees a shared project and co-created outcome.
Jointly implementing your brand into a physical environment, means that your brand comes alive, and is personally experienced by its internal – and external – stakeholders. Those colleagues feel more deeply connected with and within your organization, as they become an integral part of the integrated brand experience. It will become their ‘Corporate Clubhouse™’: the human touch point where they regularly meet under the umbrella of the general brand identity. Offering an optimal connection between the inside world and the outside world.
The co-created ‘Corporate Clubhouse™’ tends to have more engaged employees and is in a better position to retain its teams and team members: employee branding by employer branding. Turning employees into inner and outer brand ambassadors. The created Corporate Clubhouse™ then has become the strategic tool for HR managers, brand managers, (internal) communication managers, and CEO’s alike.
CAPITILIZING YOUR UNIQUE CULTURE AND BRAND POTENTIAL AT YOUR CORPORATE CLUBHOUSE
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