The Campaign for Culture

Culture, like look and feel and (the much maligned) above the fold, is one of those terms that people in creative agencies love throwing around. It’s a topic that we think about when interviewing, but often forget in the shuffle of salary and vacation negotiations. Having worked at numerous agencies, from a tiny 4-person shop to a 70-person office, I’ve experienced my fair share of different cultural environments:

• Babies? Check.
• Half day off for MLB Opening Day? Check.
• Summer Fridays? Check.

Webster’s definitions of culture are vague. The closest to what we’re looking for is “the set of values, conventions, or social practices associated with a particular field, activity, or societal characteristic.” People working in a creative field typically want a place with a lot of (often inappropriate) jokes, opportunities to learn and above all, the freedom to speak up and have your voice matter. Kickball teams have to be formed; potluck meals, eaten; and beer? Drunk.

The HC&B Team on a Hill Country Retreat

Everything leads toward the ultimate goal of a happier work-life and, in turn, the enthusiasm to come in everyday and do good work. When employees feel important, they are more engaged and produce better work.

Companies like Google, Pixar and Zappos are notorious for their devotion to culture. Scooters, free meals and long vacations are only some of the perks that help establish a human side to these giant names. For small to mid-size companies that don’t have the manpower or flexibility to do much beyond work that’s paid, it’s a struggle to keep up morale. But the people getting their hands dirty still want to know that they’re valued.

Having only been at HC&B Healthcare Communications for three months, I’ve witnessed something I’ve never exactly encountered before: the campaign for culture. From small events, like Fruit Wednesday, to big, overnight corporate retreats and month-long retirement parties — HC&B lets people know they matter. Collectively, the employees work together to create a company that they’re excited to be a part of.

Just as we would do in creative campaigns for large clients, we schedule meetings to help foster company culture. We talk about blogs and the new direction of HC&B, and host discussions about getting people involved in new events, growing teams and initiatives. There are committees that focus on maintaining company culture, deciding office layouts and fostering special interests. While client work will always come first, there’s something to be said about a focused campaign for something as vague — yet wonderful — as company culture. An office filled with refreshed, excited employees creates better work and better ideas for the client.

Today, we close shop at 3pm for another summer Friday. As I can attest, small touches like these make coming to work completely worthwhile.