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“Culture eats strategy for breakfast.” This saying hits the nail on the head: even the best strategy will fall short if the corporate culture is not positive. Studies show that there is a clear link between corporate culture and economic success. A values-driven culture that places shared values at its core increases productivity, innovation and employee loyalty.

According to the latest Gallup study from Germany (2024), companies with a strong corporate culture have a 72% higher employee retention rate. What is more, they are 29% more profitable than companies with a weak culture.

The transformation of the working world means that companies have no choice but to adapt their corporate culture. While many companies view flexible working models as an opportunity, actually implementing hybrid structures remains a challenge. Clear guidelines and targeted adaptation to new ways of working are often lacking. In addition, the need for digital skills is rising, necessitating ongoing training.

The expectations of employees are changing dramatically. Younger generations are seeking flexibility and meaning in their work. Future-oriented career opportunities are also important. Traditional employment contracts, which once provided security, are becoming less relevant. Flexible working models and project-based collaborations are gaining ground. These models open up more room for customizing the way we work and align with the new realities of life.

Companies that miss the boat in actively shaping this change risk losing their appeal. A strong corporate culture is therefore a key factor in both employee retention and employer attractiveness. The HR-Monitor 2024 by McKinsey shows, for example, that a values-based corporate culture can reduce employee turnover by up to 40%.

For companies to thrive in the new working environment, they need a culture that combines stability with adaptability. Three key factors are key to this:

1. Leadership culture: vision and inspiration

A clear vision and inspiring leadership that convinces, excites and motivates employees are essential for providing direction and successfully shaping change. Values-based leadership makes a significant contribution to employee satisfaction. What matters most is that management figures not only motivate their employees, but also avoid overwhelming them, set priorities and actively lead by example in times of change.

The HR Barometer 2024 compiled by the Universities of Zurich and Lucerne together with ETH Zurich reveals that 65% of employees consider a trust-based corporate culture as crucial for their satisfaction and long-term commitment to their employer. The innovative strength of a company is also closely tied to its leadership culture. Companies with a strong leadership culture have been found to be up to 40% more innovative than companies with weak leadership. Furthermore, 73% of the managers surveyed stated that a lack of a values-based corporate culture makes it more difficult to implement strategic changes.

2. The role of employees in cultural development

Corporate culture cannot be driven solely from the top down. Employees have to be actively involved in order to create a vibrant and sustainable culture. Instruments such as transparent communication, feedback processes and participative decision-making structures provide the basis for a culture where everyone can help shape a company. At the same time, self-competence is becoming ever more important: those who demonstrate personal accountability and approach challenges in a structured manner actively contribute to building a resilient corporate culture.

3. Mutual strengthening of recruitment and culture

A strong corporate culture is very important for success. It starts with selecting the right employees. A modern and appreciative work culture attracts people who share these values. Effective recruitment strengthens the culture within a company. It promotes shared values, trust and collaboration. Where a good culture is lacking, financial incentives often have to fill the gap. According to the Deloitte Global Human Capital Trends 2024, 83% of managers consider a strong corporate culture to be crucial. However, 42% struggle to maintain such a culture in hybrid working models.

In a dynamic working environment, a strong corporate culture is key to attaining sustainable success. It combines strategy, leadership and employees and makes a significant contribution to employee satisfaction and innovative strength.

A future-proof culture requires values-based leadership, active employee engagement, clear decision-making processes and corporate values that are lived out in practice. Companies that consistently shape this change not only attract talent, but also create a stable, adaptive working environment, securing their future viability in the process.