Insights: Corporate culture in the modern age

The business landscape today is vastly different from what it was a decade or even five years ago.

Constant change due to rapid technological advancements and a workforce that is increasingly required to shift priorities are resulting in a space that is transforming with each passing day.

Corporate culture thus emerges as a key element in making workplaces sustainable, innovative, adaptable, and above all, human.

This evolution, while challenging, presents us with a unique opportunity to redefine organisational ethos and practices to better align with the need to successfully compete and win for the best customers, employees and business partners to help achieve the company’s organisational goals.

Insights from a recent Deloitte survey state that 94 per cent of executives and 88 per cent of employees believe a distinct workplace culture is vital for business success. In fact, it’s a top priority for high-performing employees.

Culture is something that one experiences rather than a marketing gimmick or a claim.

It is the collective experience of leadership behaviours which defines their relationship with the organisation ultimately, impacting the personal and professional lives of not just employees but customers and business partners.

To cultivate an exceptional organisational culture, companies need to prioritise the intangible aspects of culture-building that resonate deeply with employees.

While executives often focus on tangible elements like financial performance and competitive compensation, which are, of course, a priority, employees, however, also place equal value on factors such as transparency, collaboration, feelings of safety and security and a shared sense of purpose and momentum.

Organisational resilience

At a time of great technological integration and unprecedented change, organisational resilience calls for continuous learning, development, and evolution and for leaders to map out how this change will impact work and what it means for people doing certain jobs.

Change management during these periods is key. Humans are naturally resistant to change, but managing this resistance positively is something many leaders grapple with and some do exceptionally well.

Understanding the discomfort that change can bring, especially for long-standing employees of a company, is crucial. It’s important to encourage a gradual integration, allowing employees to adapt to new practices, processes and methods.

This approach helps preserve the familiarity and security that employees value.

At Al Masaood for instance, the integration of SAP’s cloud-based solutions across our corporate office, automotive, industrial, and property sectors serves to streamline operations while embedding a culture of innovation, efficiency, transparency and speed of execution.

This deployment will have a significant impact on how work is done. We have approached this project in a phased manner with education at its core, to ensure a smooth transition for everyone.

It’s important to note that with nearly half of employees’ skills expected to be disrupted in the next five years, the need for upskilling and cross-training cannot be overstated.

As organisations invest in developing the competencies of their people to ensure an adaptive and resilient workplace, friction through anxiety and fear of change is natural and to be expected.

An organisation that puts culture at the forefront is much more likely to weather the change coming its way.

Shaping corporate culture

Naturally, this means that leadership plays a crucial role – both in shaping and sustaining the desired corporate culture. Leaders must be champions of embodying and reinforcing the organisation’s values in their daily actions and decisions.

They need to be accessible and committed to creating this environment of openness and inclusivity, building momentum that is visible and sharing and celebrating milestones.

By doing so, they help cultivate a sense of belonging and loyalty among employees, which is invaluable in driving collective success.

Today, it’s technological integration; tomorrow, it will be another innovation. Yet, through all these changes, corporate culture remains a constant theme of focus.

This journey is about enhancing satisfaction and efficiency whilst ensuring organisational goals are achieved.

As we navigate these shifts, maintaining a strong corporate culture ensures that our foundational principles guide us, keeping us aligned and effective.