Stückmann Podcast Episode 19: Company Culture in Transition: Preserving, Renewing, Shaping

Company Culture in Transition

Companies today face the challenge of actively shaping their culture and making it visible and tangible. Digitisation, changing work models like remote working, and societal changes influence how companies are managed and perceived. Family businesses, in particular, must find a way to preserve traditions while integrating modern developments.

The Importance of Symbolism and Physical Presence

Company culture is evident not only in values and strategies but also in symbols such as architecture, company history, and rituals that enable identification and orientation. Digital processes can make company culture less tangible. The shift is particularly evident in the decreasing physical presence and immateriality. As companies move knowledge management into digital systems and adopt remote working, meeting opportunities and informal conversations, as well as cultural reference points such as the experience of architecture in the workplace or other artefacts embodying company values, disappear.

Practical Tip: Use existing symbols of company culture or create new ones, for example, in the entrance area. These can also be featured in a virtual tour.

Preserving Knowledge and Identity

The Challenge of Generational Change: All employee generations shape the culture, so the departure of the baby boomer generation means a loss of both personnel experience and valuable implicit knowledge. The generational change is, therefore, one of the biggest challenges for company culture. Many companies underestimate the importance of the transfer of experience between generations, often hoping that challenges will "sort themselves out" when older employees retire.... It is essential to develop targeted concepts not only for knowledge transfer but also for person-to-person exchange of experience, whether through mentoring programmes or tandem models.

Practical Tip: Bring generations together to exchange experiences to unlock the potential to learn from each other and understand the "why" behind different attitudes and ways of working.

Company Culture as a Strategic Success Factor

Despite its central importance, company culture is often not perceived as a strategic factor. While company strategies are often focused on market and product developments, there is a lack of targeted integration of cultural identity.... A strong company culture promotes employee retention and is crucial for crisis management and long-term growth. Companies aware of their culture can develop it further, manage change processes more successfully, and preserve their identity simultaneously.

Practical Tip: Express the motives and meanings of milestones, for example, on the occasion of a new administration building, a new technology, an education campus, or a new company restaurant. Communicate the hopes and expectations associated with them to link these milestones with company goals in a comprehensible context.

Communication & Visibility

How Companies Create Trust: Communication has changed even in traditionally closed family businesses. Companies are presenting themselves more transparently, personally, and emotionally on social media to attract skilled workers and managers. To retain them in the long term, it is crucial that internal developments match the external perception. Transparency and visibility of managers are crucial for a vibrant company culture. Especially during change processes or restructurings, it is important that managers not only talk about figures but are also present in the company, preferably in areas that are not immediately obvious.

Practical Tip: Ask new employees after their induction period whether the image they had of the company through the media corresponds to their experiences. Develop formats for communication that specifically address topics and questions from employees.

Conclusion

Company culture is more than just a buzzword; it is the foundation of successful companies. This podcast episode provides valuable insights into how companies can master the balancing act between tradition and change.