Creating an Irresistible Corporate Culture

Many companies are discovering that an appealing corporate culture is a powerful recruiting tool, a terrific incentive for existing staff and an effective way to boost the bottom line. In a book titled The Power of People Skills, Douglas Stewart traces a direct link between "work culture," improved

Competitive salaries are only one feature of the sort of workplace culture that will attract, motivate and retain top-notch staff. Equally important today are a variety of non-monetary rewards and incentives that play a major role in shaping and defining a given firm's corporate culture.

Just as a culture varies widely from one country to the next, or even from one state to another, so corporate cultures are as diverse and individualized as the companies that create them. Many high-tech Silicon Valley firms have become known for corporate cultures that include not only flexible scheduling, bul also perks such as casual dress policies, gourmet cafeterias or free membership in health clubs. Telecommuting, another scheduling option that's becoming more popular, is offered by many large corporations.

Numerous companies throughout the country have been recognized for their "family-friendly" cultures because of on-site child care facilities, dependent care reimbursement accounts, flex-time or job-sharing for working parents. And many firms are considered "good" places to work because they offer numerous opportunities for advancement within the company, as well as career-enhancing training, professional development and educational programs.

Creating a Unique Culture

Whatever the specific programs or fringe benefits, a successful and effective corporate culture goes beyond viewing employees solely as workers and takes into consideration the needs of the whole person. The culture provides a supportive structure within which employees can excel at their jobs while attending to other aspects of their lives. Precisely how this goal is met will vary from firm to firm.

The key for companies seeking to improve recruitment and retention efforts is to create a culture that is relevant, responsive and more attractive than the competition's. Here's how:

When interviewing job candidates, ask them what they are looking for in a firm and inquire about their career goals. The answers could provide valuable clues to a prospect's interests and concerns.

Talk to current employees. Find out what attracted them to your firm in the first place, what currently appeals to them about the company, and what sort of benefits they consider most important.

Research the market. Find out what other law firms offer and be on the look-out for national trends. For example, with more women than ever in the workforce, benefits like flex-time, telecommuting and reimbursement of childcare expenses are in high demand.

Implement a variety of programs that serve all types of employees, from the single, twenty-something clerk to the thirty-something paralegal with two young children to the middle-aged legal secretary who wants to begin planning a financially-secure retirement. Each of these prototypical employees has different needs, and relevant benefits could include a mentoring program, childcare reimbursement and a 401(k) plan.

Cover the basics. To be competitive in today's market, your company's culture should include major benefits, such as health insurance, savings and retirement plans, a vacation and sick leave plan, profit sharing and education and training programs. Other benefits that prove to be highly attractive include various flexible scheduling options like part-time work, job-sharing and a compressed work-week.

Little things mean a lot. An attractive corporate culture also features "perks" that cost the company little or nothing, but go a long way toward promoting employee satisfaction. These can include a monthly employee recognition program, vending machines and/or free coffee in the break room, an occasional working lunch out of the office or an annual company picnic. Even something as simple as an "open-door" policy that welcomes and encourages feedback and suggestions can significantly enhance employees' performance and loyalty.