Culture builders: how internal comms shapes a company culture

Building a strong company culture is like crafting a masterpiece. It requires skill, precision, and a deep understanding of your canvas — your employees. Cheesy, yes? But hopefully we’ve got your attention now (and hold tight for more metaphors below)!

As internal communicators, we understand the pivotal role we play in shaping and nurturing your organisation's culture. We’re doing lots of work in this area at the moment so wanted to share our thoughts and tips:

1. Cultivate a culture of openness
Continuing with the metaphors here: your organisation is a garden, and internal comms is the sunlight. To nurture a thriving culture, you need to let the light in. Encourage open communication channels that allow ideas, feedback, and concerns to flow freely.

We pitched for a really exciting project with a well-known charity on Wednesday. What came up time and again in the hour we had with them was the need for employees to have a voice and to foster a culture of openness.

2. Find and share stories that inspire
Every culture has its myths, legends, and heroes. Use internal comms to share stories of employees who embody your company's values. Highlight their achievements, struggles, and successes. Think about non-work-related stories too! These narratives not only inspire but also create a sense of belonging.

There’s that famous story of, I think, the CEO of Barclays in the UK. They were trying to launch Yammer and no one was using it. When the CEO posted on the platform about where he liked to get his coffee, everyone wanted to join. 

3. Keep everyone in the loop
Transparency is the cornerstone of trust. Ensure that your employees are well-informed about company updates, changes, and milestones. When they know what's happening, they can actively participate in the cultural journey.

Years ago we did a campaign for DHL Supply Chain. It was to launch their new vision and strategy and everyone, wherever they worked, needed to know at least five things about how they could play their part. We created a suite of comms materials using tailored messaging, making it really meaningful to every single person.

4. Make learning fun
Learning should be a lifelong adventure, not a chore. Spice up your internal comms with engaging and educational content. From informative videos to interactive quizzes, make learning about your culture an enjoyable experience rather than relentlessly pushing information on people (who are probably already very busy!).

The same DHL campaign included a really cool quiz….with so many entries to it from warehouse staff too. Kate remembers going into a DHL office in Bonn to see piles and piles of these entries. All because it had been a fun thing to do. Pretty special! 

5. Celebrate wins (and even fails)
Think of internal comms as the orchestra conductor of your culture (hence the picture!). It's your job to lead the applause when employees achieve their goals. Celebrate achievements, milestones, and even everyday victories. And also recognise when things didn’t exactly go to plan. We’re all human! Recognition goes a long way in fostering a positive culture.

We even celebrate our rejects at Cosy Meerkat, with a ‘Remarkable Rejects’ folder. All that beautiful work from pitches we didn’t win is still brilliant, and we can’t let it go to waste. Celebrate as much as you can: what you learn from failing (and winning), the small things, as well as the big.

6. Communicate company values loud and clear
We’ve said it time and time again, company values aren't just words on a wall; they are the DNA of your culture. Ensure that these values are integrated into your internal comms strategy. Showcase how employees exemplify them in their daily work. Clearly set out what is expected from the people in the business, and what they should expect from their leaders.

We have done so much work on values over the years. It’s a huge part of what we do. We are currently working with a couple of organisations to refresh their values, getting input from the whole organisation and then ensuring that what we create touches every part of the employee lifecycle, reinforcing the values, and the behaviours behind them, time and again.

7. Work hard on inclusivity
A vibrant culture is an inclusive one. Use internal comms to highlight diversity and promote an environment where all voices are heard. Encourage cross-functional collaboration and create spaces for different perspectives to flourish.

We love finding like-minded partners and have been delighted to recently start working with Prabhaav Global on a project to build cultural intelligence within an organisation. It is wonderful learning from the very wise Ritika!

8. Be yourself
Lastly, never forget that behind every email, video, or newsletter, there's a human being. Inject personality into your communications. Share your quirks, anecdotes, and even a well-timed meme to keep things light and relatable (and if that’s appropriate).

So many examples of this… and authenticity is really so important to us in our work at Cosy Meerkat. It helps that our Kate is the most authentic leader and mentor to us all. Life is much easier when you’re not trying to be someone else.

Remember, building a culture is an ongoing journey, without an endpoint. But, with internal comms on your side, you have everything you need to build a great culture that resonates with every member of your organisation.