Brand and culture go hand-in-hand, so establishing a culture is crucial.
Can you define your organization’s culture? Would the definition be the same throughout? All too often, NPHOs focus first and foremost on the mission and the people you’re caring for (which is amazing), but you don’t focus enough on the people on your team.
If you haven’t created an organizational culture that produces an enjoyable and efficient work environment, you can be sure that your audience will notice, because brand and culture go hand-in-hand. With the transparency and conversations that now occur through social media, you can no longer hide subpar working conditions and unfulfilled employees. If you start by keeping your employees happy, then the mission will be even better. So how does this happen?
Adaptability: If your culture is rigid and strictly follows the letter of the law with no ability to adapt to changing times and circumstances, you will stifle members of your team.
Equality: People look for fairness in the world. The appearance, real or imagined, of favoritism will build a culture of jealousy and hatred that will guarantee countless hours wasted gossiping and handwringing rather than working.
Leadership: The culture of the organization will be born out of the vision for the company as set by its leaders. The mission and values will be passed down from the top and when lived [not just spoken], the entire team will follow that example.
Investment: When culture is a priority, the organization must put time, energy and money into maintaining it. This is not a set it and forget type of investment — it must be woven into the very fabric of every action.
Clarity: The culture of the business should be clearly defined so everyone not only understands it, but can also communicate it. This becomes beneficial with the audience and even when recruiting.
Process: Culture is how everyone feels about the organization, and process will determine how they act. By implementing clearly defined processes everyone will know how to live the culture.
Your culture is one of the most crucial elements of your brand. It is the center of all of your brand touchpoints and will permeate through everyone connected to the brand. Is yours clearly defined?
Download our Your Nonprofit Healthcare Organization And Its Culture eBook and learn more about how to improve your culture or develop it from scratch.