Examples of company cultures: better results with the right employer brand

What is company culture?

Company culture is the shared values, norms and behaviours that shape how people work and treat each other in an organisation. It shows in how decisions are made, how mistakes are handled, how leaders act and what gets rewarded. A clear culture attracts people who share the values and makes them stay longer.

• Innovation culture: experiments and new ideas are encouraged.
• Performance culture: clear goals, results focus and high standards.
• Collaborative culture: team before individual, openness and sharing.
• Customer-centric culture: everything starts with the customer.
• Purpose- and sustainability-driven culture: responsibility for people and planet guides decisions.

Company culture plays a crucial role in shaping an organisation and driving growth. But what is company culture? How do different company cultures differ? And which culture lives in your organisation?

In short, company culture is the combined result of the values, offers, norms, behaviours and activities that exist within a company. Every organisation has its own culture, conscious or not, which affects how employees feel and perform. Shaping and developing a strategic, authentic culture from the inside out is good for both employee wellbeing and business results. It also helps you attract, recruit and retain the right people.

Success starts with strategic employer branding work. Below are examples of companies that have taken this seriously and built a clear employer brand to attract the talent they want.

Examples of different company cultures

1. Innovation-driven culture

An innovation-driven culture encourages creativity, new thinking and continuous improvement. Apple and Google are two examples. These organisations encourage employees to think outside the box, take risks and try new ideas. A culture that rewards innovation attracts talent drawn to exactly that.

2. Customer-centric culture

In a customer-centric culture, customer needs come first. Amazon is an example, focusing on exceeding customer expectations, offering great service and creating positive customer experiences. Putting the customer first attracts employees driven by customer satisfaction, long-term relationships and continuous improvement.

3. Diversity and inclusion culture

A culture focused on diversity and inclusion aims to create an atmosphere where differences are valued and respected. Microsoft is a role model here. Such organisations recruit talent from different backgrounds and create a place where everyone feels welcome, which can boost wellbeing, engagement, new ideas and balanced decisions.

4. Sustainability-driven culture

A sustainability-driven culture promotes responsibility and awareness. Patagonia is an example. Such organisations integrate sustainability goals into the business and encourage employees to be mindful of their environmental impact and take social responsibility, attracting and retaining engaged talent who want to contribute to a bigger purpose.

5. Results-oriented culture

A results-oriented culture emphasises performance and progress. General Electric is an example. These organisations strive for high results, reward performance and challenge employees to keep developing through clear goals and reward systems, which attracts talent driven by exactly that.

6. Collaborative culture

A culture focused on collaboration promotes wellbeing, open communication and shared responsibility. Pixar and IDEO are examples. They believe in the power of freely flowing ideas and employees sharing knowledge without prestige, creating a strong sense of community that encourages creative, innovative solutions.

Company culture works as a magnet for talent

Every organisation has a culture, but far from all have a clearly defined one. Whether it is about innovation, putting customers first, diversity and inclusion, sustainability, results or collaboration, there is a lot to gain from developing a culture in line with your values and goals. A clear culture works as a magnet for the right skills because it attracts people who share your values. And when employees thrive and are driven by the same values as the company, they go the extra mile to contribute to growth and success.

Read more: What is an employer value proposition (EVP)?

FAQ

Frequently asked questions about company culture

How do you build a strong company culture?

Define the values together with employees, make them concrete as behaviours, let leaders go first and follow up over time.

How are company culture and employer branding connected?

Culture is what makes the employer promise true. Employer branding defines and communicates it credibly.

How do you measure company culture?

With engagement surveys, pulse checks, interviews and metrics such as engagement and staff turnover.