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Is the culture of your senior executive team consistent with the culture of your lowest level line workers in the field? Do you really know what your company's culture is? Why is employee culture important?

Your company's culture can include:

If the basic behaviors and tendencies of your employee population are aligned with your mission, or brand promise, then they will produce consistent results and customer experiences. Three other important tools can be very useful in affecting change in employee culture and their understanding of their role in accomplishing and delivering on the brand promise of the company. Do you use that training to make sure that the brand promise and culture of your company is communicated clearly and boldly to those audiences? Do you routinely have senior executives participate in those training sessions to welcome new employees and to provide their own perspectives on the company and its purpose and culture?

Do you recognize employees for outstanding contributions?

If this company had simply applied a set of criteria as a filter on their nomination forms and in the senior management selection process, the company could have easily made a huge impact on their employee culture. Imagine if their employees were constantly recognizing each other for actual performance against standards that define the desired behaviors and outcomes to exemplify the brand promise. Does your company recognize employees through awards and exclusive trips? Have you clearly assessed how employees are selected and what messages are being delivered to employees through that process?

Many companies successfully tie salary planning and bonus allocations to the employee's performance, in addition to the company's performance. If, for example, your company emphasizes teamwork and collaboration as a core value and aspect of your culture, then you should reward those employees who have demonstrated high performance by exemplifying that team and collaborative spirit.

To make this a truly effective tool in influencing employee behavior and aligning performance with your brand promise, you need to ensure that performance objectives, expected outcomes, measurement criteria, appraisal reviews, and the recognized behaviors that are all part of an employee performance management process are all aligned with your brand promise, purpose, mission, and desired employee culture.

Are Your Employees Aligned With Your Brand?