How the union between marketing and culture code can bring gains for the company – WAU
Marketing and culture code are related. When aligned, they improve the satisfaction and productivity of the internal team and, at the same time, propagate the brand’s values to the external public. In this article, you will better understand how these two concepts relate and bring benefits to companies.
Marketing is the set of strategies that an organization adopts to create, communicate and deliver value to consumers, employees and society in general, through the offer of services and products.
The culture code presents the principles, values and beliefs that, when absorbed by the work teams, guide an organization and support its decisions.
OK but what marketing and culture code have to do? Although they seem disconnected, these areas interact with each other.
Together, they influence the way employees perceive the organization and the market perceives the brand and the results the company obtains from it.
Do you want to understand better what we are talking about? In this text you will see:
What is culture code?
Culture code or culture code is the formalization of organizational culture, which represents the principles, values and beliefs that guide the internal environment of a company.
It can be documented in the form of text, video, slides, infographics or any other format that is attractive and favors the apprehension of its content.
This document contains the behaviors and attitudes that the organization values and that must be perceived by employees so that they contribute to the company’s growth.
These principles can also guide the hiring of employees and the choice of customers and partners, so that the company nurtures relationships according to its values.
In the strategic planning of a company, it is essential that it define its mission, vision and values.
These definitions say what the brand’s biggest purpose is, where it wants to go and what values will guide it there.
However, in many cases, mission, vision and values have become forgotten phrases on the company’s wall or on the “About us” page of the website.
But do you know what can help put these plans into practice? The culture code, which makes the mission, vision and values more tangible who really matters: employees.
After all, they build the company on a daily basis and translate who the brand is. Therefore, they need to understand what the company expects of them to help fulfill their mission – and that is what the culture code can do.
However, the culture code cannot be imposed “from the top down”. There’s no use sending an email saying how the team should behave or giving a Power Point presentation full of beautiful phrases, okay?
To be consistent and really work, it must be built together with employees and experienced on a daily basis, in all areas and teams of the company.
Thus, the behaviors of employees help, at the same time, to define the organizational culture and to put it into practice.
Want a cool example of what a culture code looks like?
Here at WAU, we prepared a presentation that explains our main values and how we experience each one of them. Basically, it sums up who we are and who we want to be.
Another cool example is the way Pixar encourages a culture of creativity by fostering relationships of honesty and openness and approaching failure more openly. Get inspired by this case too.
How do marketing and culture code relate?
After all, what do marketing and culture code have to do? It seems that the organizational culture is just a people management tool, which does not appear to the external public, does it?
Only it is not so. We will show how these two concepts are related.
Organizational culture represents the essence of a brand. Its principles must be promoted internally, to integrate employees, attract talent aligned with the culture and guide decisions without letting the company get off track.
There is one of the connections between marketing and culture code: endomarketing (or internal marketing).
This marketing area is responsible for creating strategies aimed at the internal environment with the intention of improving the brand image with employees and increasing their job satisfaction.
One of the tools of endomarketing is the collective construction of a culture code that is coherent with the company’s discourse and daily life. Thus, internal marketing helps to consolidate the organizational culture.
It serves to align the company’s values with the employees’ values, which increases the sense of belonging, productivity, motivation and creates a positive organizational climate.
However, the culture code is not only inward – it is also transmitted outward and benefits the competition. According to a survey by Deloitte, 82% of the executives interviewed believe that a company’s culture represents a competitive advantage in the market.
And do you know what is called the transmission of the culture code to the external public? Branding – a set of brand management strategies, to convey identity in the market and make it more known, admired and desired by consumers.
For this, branding must be present in marketing strategies, so that the essence of the brand is transmitted in advertising pieces, social media posts and corporate videos, for example.
Therefore, organizational culture translates into brand identity that marketing transmits to the market. And so, it affects the way the external audience perceives the brand.
See, then, how branding, marketing and culture code are related. Therefore, they must be aligned to transmit a coherent and reliable image, both internally and externally.
How can marketing contribute to organizational culture?
If marketing and culture code are related, how can one contribute to improving the other?
See how marketing can strengthen a company’s organizational culture and some tips for that!
Internal marketing should promote the culture code in the internal environment
Internal marketing is responsible for managing the brand in the internal environment. So, it is your role to also promote the culture code among employees.
So that the culture code is not a mere formality and is forgotten, endomarketing must create opportunities for remind employees about the principles that guide the company.
For this, it is necessary to use the internal communication tools, whose role is to transmit relevant and strategic information in the corporate environment.
Among this information is the culture code.
This can be done through simple e-mails using language aligned with the brand profile, a Facebook group that serves to share links and news or internal events that reinforce the values of the organizational culture.
Remembering the principles of the culture code is especially important in times of remote work.
Without daily contact and face-to-face interaction between employees, these principles can be lost.
So, it is the function of internal marketing to promote the integration of these employees and to remember the values periodically.
Marketing must disseminate brand values in the market
One of the roles of marketing is make branding tangible through your actions. When a brand creates a newspaper ad, makes a post on Instagram, develops a new product or serves a customer, it conveys the brand’s values - whether through text, visual composition, colors or even the that is between the lines.
The posts on Netflix’s social networks, for example, show that the brand’s values involve originality, creativity and fun. The tone of voice used is able to engage the audience and bring them closer to the brand.
It is worth remembering that branding and culture code must be aligned to build a strong identity for the brand.
Therefore, when marketing conveys the brand’s values to the external audience, it is also helping to consolidate the organizational culture.
For this alignment to be even firmer, it is interesting to integrate employees into marketing strategies. You can, for example, invite them to write texts for the blog, do interviews with them and integrate them into Content Marketing.
Thus, the organizational culture appears even more clearly in the actions for the external public.
Marketing attracts talent aligned with the culture code
When disseminating the organizational culture externally, marketing makes it clear who the brand is.
Thus, it also works as a recruitment tool, capable of arousing the desire to work in that company and attracting talents that are in line with the culture code.
This is essential to strengthen the organizational culture internally. Let’s say, for example, that a company’s culture code values people who have their own initiative to solve problems.
So, by attracting professionals with this behavior, the team’s profile naturally consolidates, in alignment with what the company wants for its culture.
Attracting professionals with a cultural fit is also a way to retain talent in the company and reduce the turnover rate.
After all, contractors are more comfortable in a corporate environment aligned with their values, with cohesive teams in their visions. This also increases job satisfaction, productivity and motivation.
You may be interested in these other contents
What are the differences between culture and organizational climate
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How can organizational culture contribute to marketing?
On the other hand, organizational culture can also help to strengthen marketing strategies and actions.
Do you want to know how this can happen in your company? Follow now to understand!
Organizational culture shows that marketing is not just about speech
In the current market, consumers demand business transparency and consistency. Most of them no longer care only about price or convenience, for example – it is also important to know where the products come from, how company processes work and what values guide their actions.
Therefore, it is not enough to say in Facebook posts that you are in favor of diversity, if your team does not have people of different ethnicities, beliefs and sexual orientations, for example.
It is useless to say that you defend sustainability, if internal processes waste materials and do not respect nature. For consumers, this is just a speech to sell more.
What shows that marketing is not just speech is the organizational culture. If the values that the brand propagates externally – diversity and sustainability, for example – are expressed in the culture code, then it is coherent and gains the public’s trust.
If the company defends diversity, it shows this principle in its marketing actions, by promoting campaigns against homophobia and racism, for example. But these values also materialize in internal processes, with the hiring of black, gay, transgender and disabled people or with the creation of discussion groups on inclusion, for example.
Thus, marketing and culture code convey a coherent brand image, both internally and externally, but especially for the external public, who want to know more about the backstage of companies to find out if they can be trusted.
A cohesive team generates more results for marketing
The culture code must be absorbed and experienced by all areas and levels of the company. Therefore, the marketing team is also immersed in the organizational culture, follows the same principles and shares the same values.
In this climate of integration, employees feel much more at ease to contribute, exchange ideas with colleagues and even criticize when they perceive something that can improve.
This collaborative environment is essential for the company’s growth and for innovation in strategies.
In addition, it also contributes to employee productivity. A cohesive team creates harmony and increases motivation for work.
Thus, marketing tends to achieve much more results, since it creates innovative strategies and is more efficient to generate results.
Therefore, marketing and culture code bring gains for companies when they are aligned with each other and represent values experienced on a daily basis.
Consumers value companies that have consolidated principles similar to their own, which creates a competitive advantage in the market. And employees like to work in organizations that have a clear culture and aligned with what they believe in, which brings satisfaction and productivity to the internal team.
So, now that you understand the relationship between marketing and culture code, how about reading our full article on endomarketing? Take the opportunity to better understand marketing strategies aimed at the company!