I have been engaged in the marketing consulting industry for several years, and I have also contacted many marketing diagnosis cases of large and small companies, and explored the root of the "crux". I found that it is inseparable from corporate culture. It can be said that each company's cultural appeal point is still very good, with its own personality and characteristics. However, when doing detailed research, many problems will still be found. For example, the corporate culture logo is just a decoration-in a pharmaceutical sales company established nearly 20 years ago, nearly half of the employees can't remember the core content of the corporate culture logo hanging on the wall all day, and most employees can't accurately and completely express cultural words. Because employees played down the company culture. What is this? How can we distinguish who is the target consumer group? Products are irrelevant, which leads to high promotion cost. Therefore, this enterprise has some problems such as unclear market positioning and too chaotic product line. This cognition has appeared in many enterprises, and often still exists in enterprises that have been established for more than ten years.
Another example: the corporate culture is not in line with the company's reality-there is an electronic sales company, which is famous in the industry and has a strong family management atmosphere, but in corporate culture, it promotes itself as a modern, standardized high-tech service company, just, open and fair. Such a cultural appeal may be the ultimate state that the company hopes to achieve, but from a realistic point of view, how can employees agree with it? Although cultural appeal is also the company's development vision, for employees, this vision is actually a process of realization, not just a slogan.
In addition, the corporate culture is similar, and the form is greater than the connotation-China's company has strong viability and strong replication ability. The culture of most companies is inseparable from loyalty, dedication, cooperation, concentration, service and value, but the development and industry fields of each company are different, and the primary and secondary values of culture are also different. All that can be done is useful, but there is no point in whitewashing the facade. From the culture, we can understand the company ideas of company owners and decision makers.
In fact, corporate culture reflects the mental state of employees. Both large enterprises and small companies have their own development concepts and value orientations. Running water does not rot, and workplace mobility is understandable, but it is not good for a company to keep talents. A successful company has strong cohesion, which enables a large number of talented and like-minded employees, Qi Xin, to work together to realize the company's mission and truly realize their self-worth on the company's platform.
How to make employees love you is not negotiable. For a company (team), loyalty is the key to ensure the stability of the team. Without stability, let alone development. Therefore, how to make employees show loyalty to the company is what the company should pay attention to.
First, the company should have a "soul figure", a successful boss, or a charismatic leader worthy of employees' yearning and trust. The "soul figure" should be a benchmark (inside and outside the enterprise), at least an excellent team leader in employee evaluation. Enterprises cannot do without teams, and teamwork is not limited to collaboration and belief. An excellent company and an excellent team cannot do without it. This is what attracts employees' sense of belonging. With the development of the enterprise, the charm of the boss will surpass the enterprise itself and become an incentive symbol, such as Liu Chuanzhi of Lenovo, Zhang Ruimin of Haier, Wang Shi of Vanke and Ma Yun of Alibaba. Loyalty is one of the core cultures of successful companies.
Although the society around us makes people more impetuous, the prevalence of "fast food culture" makes the rhythm short, flat and fast. However, successful enterprises always grow in persistence, draw strength and move towards success. For example, when the giant crisis happened, most of Shi Yuzhu's subordinates refused to leave. Until today, the top management team of Giant, except the CFO and the top management of R&D system, are all old departments that have followed Shi Yuzhu for many years. How can Shi Yuzhu make so many people leave willingly? His own answer is that he always respects his work partners, and he always lets every employee share the benefits brought by the company's growth. "The reward for them should be greater than most of them expected."
Second, the company should create perfect rules and regulations, humanized management and a positive working environment, so that employees' values gradually tend to corporate values. Corporate culture is not a decoration, it needs to "reveal the true feelings", keep pace with the times in value appeal, and go as far as you want.
Respect for employees is not only manifested on the surface, but also in behavior. How many articles in the thick employee handbook can truly reflect the rights and interests of employees? Some enterprises often recruit employees in batches, and efficient jobs are naturally eliminated, keeping labor costs at the lowest level for a long time; Some enterprises regard employees as capital, and capital is used for investment and profit, but employees have not received due value returns.
Culture is made by people and established through the continuous development and improvement of the company. Pursuing its truth and practicality is its essence. A good corporate culture can inspire employees' hearts and give them a sense of belonging to the company.
In addition, I would also like to say to my colleagues who frequently change jobs: from the management development of domestic small and medium-sized enterprises, the corporate culture of many companies is imperfect, but this should not be the reason for employees to leave their jobs frequently. Choice is important, and loyalty is also important. Without this, even in a foreign company, it will not be stable. Because responsibility needs a supporting platform. And responsibility is to bear and pay, and you should be able to bear this loneliness and persistence. It is the same in state-owned enterprises and foreign enterprises. In the hit TV series Latent, Yu Zecheng's faith is transformed into loyalty to the Party through action. In order not to expose Yu Zecheng, Liao Sanmin died with Li Ya at the last moment of victory, and explained his loyalty with his actions.
In fact, enterprises and employees are also a mutual relationship. In the process of development, not only the company is perfect in growth, but also the employees themselves are mature and rational in their work. It is said that the company gives employees a platform, and what will happen to employees on this platform. But no matter how high the employees jump and how well they dance, the platform must be stable. Only by improving your ability on the existing platform can you leap to a higher and bigger platform in the future. Of course, if the ability of employees has surpassed the existing platform, there are many options. On the other hand, if you just jump from one company's business director to another and continue to be a business director, then your platform has not been upgraded, and jumping to the same platform will only pay off.
Source: Value China
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Copyright 100 Enterprises hold the activity of "Enterprises love employees and employees love enterprises".
200865438+February 2 1 2 1:00 Source: Xinhuanet Peng Yong, Wu Jun.
On February1day, Shenzhen 100 enterprises held a public commitment activity of "Enterprises love employees and employees love enterprises". Foxconn, Wal-Mart, Huawei, Yantian International, etc. 100 enterprises and more than 2,000 employees participated in the activity, * * * promised to help each other, and Qixin will join hands with * * * to fight the financial storm. This activity was sponsored by the Shenzhen Leading Group of "Enterprises Love Employees, Employees Love Enterprises", with the participation of the Propaganda Department of the Municipal Party Committee, the Municipal Federation of Trade Unions, the Municipal General Chamber of Commerce and other 17 member units. At the event, the enterprise representatives promised to actively respond to the call of "enterprises love employees and employees love enterprises" put forward by the municipal party committee and the municipal government, treat employees as relatives, respect and care for employees, pay their labor remuneration in full and on time, pay social insurance for employees according to law, and realize decent work. Earnestly fulfill corporate social responsibility, build harmonious labor relations and maintain social stability. At the event, the employee representatives promised to take the enterprise as their home, earnestly perform their duties, love their jobs and respect their work, comprehensively improve their moral culture and professional quality, carry forward the spirit of ownership, actively offer suggestions, carry out technological innovation, increase revenue and reduce expenditure, and contribute their own strength to the development of the enterprise. Take the overall situation into consideration, promote the harmony of labor relations and maintain social stability. Subsequently, representatives of enterprises and employees took to the rostrum and signed a letter of commitment. At the meeting site, the Municipal Federation of Trade Unions also carried out legal consultation activities and presented relevant laws and regulations and inspirational books to employees. Li Yizhen, member of the Standing Committee of Shenzhen Municipal Committee, said that since the beginning of this year, the financial tsunami has swept the world. As a result, many enterprises, including Shenzhen, are facing the dilemma of broken capital chain and difficult operation. Therefore, Shenzhen put forward the call of "enterprises love employees and employees love enterprises", calling on enterprises to treat employees well and safeguard their legitimate rights and interests in the current environment. Employees should also give full play to their enthusiasm and creativity, achieve "win-win" through "double love", create harmonious and stable labor relations, seek common development of enterprises and employees, and achieve stable and rapid economic development in Shenzhen. It is reported that the Shenzhen Federation of Trade Unions is actively carrying out this work. In the next stage of work, the Shenzhen Federation of Trade Unions will carry out enterprise activities in send warm, training, law and culture to help employees improve their skills, give play to their enthusiasm and creativity, and make suggestions for enterprise development; At the same time, actively participate in safety production and wage arrears inspection to safeguard the legitimate rights and interests of employees.
On the journey of life, you have enriched my thoughts, developed my intelligence and lit the light of hope for me. Thank you, leader! Thank you very much for your careful teaching, I will keep it in mind! Stepping through every corner of my heart, every inch of my heart is full of respect for you. Without your generous dedication, I wouldn't be here today. Thank you very much, dear leader.