Cultural identity is a potent force. It is the drumbeat that informs our principles and our decision-making, the bedrock of our ambitions and goals, and the glue that binds us together as colleagues and workmates.
But, in a fast-changing global business environment, how do you establish a single, unifying cultural identity in a diverse, sprawling international corporation with employees from a world of different backgrounds and heritages?
Finding a solution to that conundrum is a preoccupation for some of the world’s biggest companies. It’s why Facebook became Meta, and why Google dedicates so much effort and so many resources into creating the ideal conditions for productivity and profit.
Corporate identity is particularly important for the young employees who represent a company’s future. Research indicates that millennials value culture and purpose above almost anything else when deciding who to work for. For businesses, therefore, a lack of good culture can mean losing out in the recruiting war. As Betty Thompson, Chief People Officer with global consultancy company Booz Allen Hamilton, remarked: “Culture is what motivates and retains talented people.”