The landing method of corporate culture

The landing method of corporate culture

The landing of corporate culture needs to answer two questions: one thing is? Put down what? That is, the content of landing, it is necessary to find out what kind of cultural concept system the enterprise should build, which can not only conform to the reality of the enterprise, but also effectively promote the strategy; One more thing? How to fall? That is, the method of landing, if you want to know how corporate culture is transformed into behavior. Let me tell you a good landing method!

First, the driving force of leadership

Corporate culture and leaders are two sides of the same coin. Leaders' words and deeds are the starting point and motive force of cultural landing. Only leaders? Do you believe it? Only employees? Do you believe it? . Therefore, the first step of cultural landing is to establish a leader's self-management mechanism. For example, Zhang Ruimin smashed the refrigerator to awaken Haier employees' quality awareness, which really made employees feel the company's concern for quality. Now the hammer is still in the exhibition hall of Haier's history, and the story of smashing the refrigerator is widely circulated, affecting not only groups of Haier people, but also enterprises in China.

The leader's self-management includes three levels. The first is the leader's? Brain management? . Employees may not believe what the leader says, but they will certainly believe what the leader does. Therefore, leaders should always reflect on whether their actions are in line with culture. Among them, six behaviors play an important role in shaping culture, including: what leaders pay attention to, what they measure and control regularly; Leaders respond to major events and organizational crises; How leaders allocate valuable resources; Role-building, education and training for leaders; How leaders distribute rewards and status; How do leaders recruit, select, promote and dismiss organization members? These management behaviors are what leaders need to pay attention to most.

Second, yes? Physical management? It means that leaders should personally participate in the construction of culture, so that employees can see and feel that leaders attach importance to culture. For example, personally train employees in cultural concepts, such as participating in cultural activities and sharing the value of cultural concepts in combination with activities.

And finally? Shadow management? After all, leaders have no separation skills. To make more employees feel that leaders attach importance to culture, it is necessary to spread the cultural materials of leaders' speeches and videos.

Second, cultivate learning ability.

Through training, employees can correctly understand the importance of culture, the exact meaning of corporate culture and cultural management methods, thus guiding employees to adopt culturally appropriate behaviors. When Alibaba was young, he did not hesitate to provide cultural training for new employees. Haier conducts systematic cultural training for new employees through Haier University.

In operation, it is necessary to build a complete training system and system, which can: understand the needs of cultural training in time; Have good curriculum design ability and rich curriculum library; Efficient training operation mode; Constantly evaluate the learning situation of students, the training effect of trainers and the operation of the whole training system in order to continuously improve.

We should pay attention to three points in training: First, design different training objectives and plans for managers or employees at different levels. The training of top managers focuses on corporate culture and leadership art, corporate culture and strategic management, and corporate culture and change management. The training of middle managers focuses on the methods of corporate culture construction, corporate culture and leadership management skills. The training of grass-roots employees focuses on the understanding of corporate culture concept, employee code of conduct and corporate culture system. Second, grasp the rhythm and process of employee culture acquisition and design corresponding cultural training. This process includes from the beginning? Remember? , to? Makes sense? 、? Is it trustworthy? Can you do it? 、? Can you help? 、? Good teaching? , finally realized? Really? Target. Thirdly, interactive training and action learning are adopted to improve the training quality.

Third, the driving force of the coach.

The so-called coach driving force is to cultivate corporate cultural volunteers, let them become cultural coaches, and give full play to their spontaneous cultural training strength. I serve a food giant and give full play to the role of employees at different management levels as cultural coaches. For example, middle managers emphasize personal success stories and cultural stories, while employees of the Ministry of Culture provide professional cultural management training to help employees integrate cultural concepts into their work; Ordinary employees have developed into cultural volunteers and created a large number of works, such as cultural stories, advanced cultural figures and cultural works. Three-character classics? , culture? Eight honors and eight disgraces? Wait a minute.

The advantages of doing this are: first, employees spread each other and form a cultural reputation, which is more convincing than formal cultural training. The reason is simple: employees are more inclined to their colleagues around them than leaders. Second, to reduce the cost of human resources, there is no need to design more cultural training posts. Third, teaching is the best way to learn. When a volunteer helps others learn cultural ideas, he will also deepen his understanding and recognition of culture.

In an enterprise where the author once worked, each department will select one or three people who may not have a good performance but deeply agree with the company culture, with the aim of promoting the cultural construction of the department through them.

Cultural volunteers spontaneously spread culture in various ways, such as writing cultural catchwords, writing cultural practice stories, discussing cultural ideas and cultural construction, drawing cultural cartoons, creating cultural songs and so on. Haier has done a good job in this respect, so we can see many Haier cartoons and employee stories.

Fourth, the ability of behavior transformation.

The key to this link is to strengthen employees' recognition of cultural ideas, which is difficult to practice, but it is crucial. Because even if employees correctly understand the cultural concept, they may not necessarily do it. Increasing the recognition of culture is beneficial for employees to turn their ideas into behaviors. Southwest Airlines advocated it? Love? Take culture as an example, in? 9? 1 1? After the incident, the whole aviation industry was in crisis. At this juncture, Southwest Airlines would rather suffer losses, but also resolutely protect employees' posts. This enhances employees' knowledge of the company? Love? Cultural identity. As a result, employees contribute their love to the company and customers and put forward suggestions to reduce costs. In order to help the company tide over the difficulties, some employees also donated their bonuses and even part of their salaries to the company.

Here are several ways to improve recognition. First, observe the interview, you can refer to the opinions of cultural trainers and department leaders. The second is to promote departments to transform corporate culture concepts into departmental management concepts, and then promote employees to transform corporate culture concepts into personal work concepts, which can be used as guidance for departmental management and employee work. The third is to hold a sharing meeting. At the sharing meeting, employees introduce their own cultural practices and effects to promote cultural identity. The fourth is to promote employees to become cultural volunteers. The more willing employees are to volunteer, the more they identify with culture. There are many methods, and here are just a few examples.

Verb (abbreviation for verb) manages curing ability.

The so-called management solidification force is to create an environment that conforms to the cultural concept by adopting management strategies and formulating them, and then guide and solidify the behavior of employees. Some enterprises regard culture as the standard of recruitment and promotion. For example, in Alibaba's performance appraisal, corporate culture and values assessment accounted for 50% of the total.

So, how to build management solidification? Here, take the landing of innovative culture of a famous Internet company as an example to illustrate.

The first step is to accurately interpret innovation in a structured way. As follows:

Interpretation of innovation

Dare to break through the status quo, everything can be innovative-innovative ideas.

Innovation ultimately creates value-the principle of innovation.

Dare to try, be good at summing up and tolerate failure-the way to innovate.

The second step is to formulate corresponding management strategies or systems for each interpretation.

For example, in terms of innovative methods, an annual innovation award is set up, among which? Best innovation award? To reward teams and individuals who have made outstanding achievements in product innovation, technological innovation and process innovation; ? Best failure award? It is to reward innovative teams and individuals who have the courage to try and fail but have a summary and harvest.

For example, in terms of innovative ideas, build? Open mind? Establish a special internal innovation exchange platform, encourage employees of different levels and departments to communicate, submit innovative ideas, conduct online PK, select TOP3 ideas every quarter, and allocate resources for implementation after feasibility analysis. At the same time, an innovation fund will be set up and distributed to various departments according to a certain proportion to reward colleagues with innovative consciousness and behavior in the department. The purpose of this move is to encourage internal innovation consciousness and reflect that everything can be innovated.

The third step is to decompose each strategy into the corresponding departments, formulate the responsible person and formulate the corresponding implementation time node.

Sixth, reflect on improvement.

In the process of culture landing, form an atmosphere of reflection and inquiry, help employees reflect their own behavior, ensure that their behavior reflects culture, and let culture really fall into work. It can be explored through self-reflection and team culture. Specifically, both leaders and employees should ask themselves some questions regularly, even from time to time: What kind of problems have I encountered? What are my attitudes, thoughts and behaviors on this issue? Does this attitude, idea and behavior meet the cultural requirements? If not, what should I do? The leader also needs to ask a question: How can employees feel that I make decisions and take actions according to cultural concepts?

The ancients said? Three provinces? Introspection is a cultural tradition in China. With the increasing emphasis on Chinese studies, leadership and self-cultivation, more and more entrepreneurs will be able to reflect on culture.

Seven. Strategic direction

Usually, the evaluation of corporate culture is about culture and ideas, which is out of touch with the value and function of cultural construction. In order to ensure the landing of culture and improve cultural efficiency, we must take strategy as the guide.

Specifically, its evaluation is divided into two levels: the first level is the consistency evaluation of management behavior, that is, which management behaviors meet the requirements of cultural concepts and which do not? Then find out the shortcomings of management behavior/the second level is management effectiveness evaluation, that is, the management behavior that meets the cultural requirements at present improves performance and can support the development of strategy? What can't be done and how to improve it?

This way, in essence, is based on management behavior as a bridge, linking culture with strategy, avoiding the ambiguity of culture and increasing the motivation of strategy. Many entrepreneurs I have contacted have established such awareness and taken corresponding measures step by step.

Corporate culture construction is difficult and long, but what if the enterprise can? Do you believe it? Adopting scientific methods and honestly investing in cultural construction step by step will definitely produce returns beyond expectations. Finally, I want to end my speech with a passage from mintzberg, a management guru. It is difficult to establish a corporate culture, and it will take several years to change it. But if the management is neglected, it will be easily destroyed. In the few days I spent with the managers of prestigious enterprises, I found that they all attached great importance to maintaining corporate culture, which is why. ? Worth remembering!

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