{"id":30988,"date":"2009-12-08T14:28:45","date_gmt":"2009-12-08T14:28:45","guid":{"rendered":"http:\/\/www.corporate-eye.com\/blog\/?p=30988"},"modified":"2009-12-03T14:44:35","modified_gmt":"2009-12-03T14:44:35","slug":"explaining-corporate-culture-how-well-are-websites-doing","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/explaining-corporate-culture-how-well-are-websites-doing\/","title":{"rendered":"Explaining Corporate Culture: How Well Are Websites Doing?"},"content":{"rendered":"
\"Culture\"<\/a><\/div>\n

Here\u2019s a smart, useful summary of the components that make up what we call \u201ccorporate culture\u201d:<\/p>\n

Culture includes a wide range of social qualities such as beliefs, sense of mission, values, norms, traditions, how victories are celebrated, physical layout (e.g., open plan vs. closed offices), how conflicts get resolved (e.g., consensus vs. command-and-control), leadership style (e.g., team-based vs. \u201cLone Ranger\u201d), communication style (e.g., candor vs. diplomacy; speed vs. deliberation), and interpersonal practices (e.g., formality\/informality).<\/p>\n

The description is from a blog post by Robert Bruner<\/a>, Dean of the University of Virginia\u2019s Darden School of Business, and the rest of his commentary is well worth reading.\u00a0 The main theme is how transactional and relational business cultures differ\u2014and why understanding the difference is important.\u00a0 \u201cA failure to read correctly a firm\u2019s culture,\u201d Darden asserts, \u201ccan have catastrophic consequences for one\u2019s career.\u201d<\/p>\n

The reverse is also true.\u00a0 Failure to present<\/em> a firm\u2019s culture correctly can have catastrophic consequences when it comes to attracting the best potential employees.<\/p>\n

Since the corporate Careers site is a key tool in communicating the company culture, it\u2019s worth a careful review to determine whether the site is doing a good job.\u00a0 Now here\u2019s the tricky bit:\u00a0 In order to measure the website\u2019s success on this point, it will be necessary to have a solid definition of what the message actually ought to be.<\/p>\n

Looking back at Bruner\u2019s list of factors, it won\u2019t take long to notice that few of them are actually addressed or even implied on most sites.\u00a0 There may be a statement of corporate philosophy that hints at \u201cbeliefs, sense of mission, values, norms\u201d; there may be something about rewards\/recognition that suggests \u201chow victories are celebrated.\u201d\u00a0 There might be some facility photos or even a video tour that depicts \u201cphysical layout.\u201d\u00a0 But I\u2019ve seldom seen anything about \u201ctraditions.\u201d<\/p>\n

And it\u2019s extremely rare to find any of Darden\u2019s other factors (conflict resolution, leadership style, communication style, and interpersonal practices) explicitly described on a corporate site.\u00a0 At best, there are implications embedded in the design and conveyed in the tone of the content.<\/p>\n

That implicit messaging might or might not accurately reflect the corporate culture.\u00a0 Does a bright-and-breezy site promise an open, informal atmosphere?\u00a0 Does a button-down pinstripe site forebode a restrictive environment?\u00a0 It would be an interesting project to determine whether there really are any correlations in most cases.<\/p>\n

As to overt statements\u2014a quick check of five major company sites produced even less than I expected.\u00a0 Most delivered the culture message via employee testimonials, ranging from anonymous text snippets (\u201cmy co-workers are fun and friendly\u201d) to fully produced videos that include scenic footage and background music.\u00a0 One site had twenty<\/em> videos, adding up to an hour of people talking directly into the camera about all the jobs they have had and how much they like Company X.<\/p>\n

I\u2019ll end by just wondering what it would be like if every company site had to provide a short, clear statement about each category in Dean Bruner\u2019s post.\u00a0 Or if they had to define their culture in terms of the Denison Model<\/a>.<\/p>\n

That would be . . . cool.<\/p>\n


<\/p>\n","protected":false},"excerpt":{"rendered":"

Here\u2019s a smart, useful summary of the components that make up what we call \u201ccorporate culture\u201d: Culture includes a wide range of social qualities such as beliefs, sense of mission, values, norms, traditions, how victories are celebrated, physical layout (e.g., open plan vs. closed offices), how conflicts get resolved (e.g., consensus vs. command-and-control), leadership style […]<\/p>\n","protected":false},"author":10,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[9,25],"tags":[207,41],"class_list":{"0":"post-30988","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-best-practices","7":"category-careers","8":"tag-corporate-culture","9":"tag-corporate-website","10":"entry"},"yoast_head":"\nExplaining Corporate Culture: How Well Are Websites Doing? 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