Is Digital Culture a Real thing?

New generations are driving many companies crazy.

Same happens with families. Trying to navigate through Internet at the same speed your grandchildren do can be hard, persuading your children of doing something can be challenging and telling your parents you are not looking to build a conventional Life can be frustrating. Newer generations do not inherit clothes from older ones as it used to happen before. Why?

-??????Family members (even from a similar age) have different preferences, are building different personalities and identify themselves differently.

-??????Environments are changing dramatically: weather, homes, office buildings, public transport, outfits culture… We live faster than ever and therefore, need renovated concepts of comfort.

Companies are going through a similar journey when adapting to new generations. Around 10 years ago, companies knocked down walls in their offices to adopt an “open doors” workplace and push Managers to be accessible (because employees preferred flat hierarchies), then Casual Fridays were implemented (as young generations valued informal social scenarios). Then workplaces became colorful spaceships with integrated gaming and resting rooms to stimulate people′s creativity and the latest trend has been including free organic fruit baskets and beer bar on the company terraces, because health and Work-Life balance matters to people. ?

Now, a relevant group of Millennials and Gen Z prefer full remote jobs. But, what do they find? Companies insisting in using the rebranded workplaces they paid for and, if they are lucky, online /Remote contracts that still impose some permanency in their country of residence. Companies know people demand working from home, so they are offering remote contracts and claiming to have an excellent Digital company culture.

But, in my opinion, very few companies have really built a new concept of Corporate Culture. Most of them have re-used old strategies as they did when transforming workplaces. In other words, they have re-painted old skirts, added spangles in old customs and accessorized outfits but they have not revolutionized the fashion industry nor created a new concept of fashion.

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Why a Digital culture is needed?

There are cities, like L.A. or Chicago, where office vacancies sit at 22,5%[JRE1]?. Meanwhile, in Europe, the office real estate sector used to be the strongest of all Real Estate and it′s fallen to its lowest on record.

Managers usually complain about how sad it is going to the office and finding so few people in the desks. Even the “emptiness” of Silicon Valley (California), the coolest IT workplace, proves workers are fighting against the resignation of commuting every day to the office.

As this article mentions, the Talent Market reflects people prefer full remote jobs, some even reject opportunities if they force them to be in the office from time to time. Millennials value their Work-Life Balance and aim for a more flexible workplace. Gen Z value the earning potential working from home offers and some Boomers are enjoying with the independence working at home offer.

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Re-branding remote work vs creating digital culture

Powerful companies as Meta or Salesforce (to name a few) have moved from embracing remote work to struggling with it and published recently “people′s productivity and relationship management have been decreasing since they have hired remote workers”. What could have caused this?

A?Digital company culture is key to ensure employee satisfaction and engagement but the way some of the companies have adopted a Digital culture sounds more to rebranding than re-building.?Again, they have moved fast trying to attend people needs and interests but… What′s underneath this “remote first” trend? Have companies really transformed their cultures into Digital?

I will dare to say they have migrated to online environments and replicated the same working styles on the Internet. Team meetings are now hosted by zoom, brainstorming sessions are supported by Miro boards, Amazon delivers performance awards and coffee corners are now coffee chats. Pure re-branding.

Digital Culture, though, means more than integrating apps to self-manage IT issues or being capable to check e-mails from any device. Digital culture should include new and renovated ways to strengthen employee′s potential, should define new working styles, new ways of communication and most importantly, should be made by the people.

Netflix, for example, is a company that has gone beyond remote contracts and has worked on the employees self-discipline in order to get better results. They have understood online tools will not make a difference unless there is deeper value transformation and real impact on the people.

Core values

Until now, many companies have created their values and culture slogans based on Society Service, integrity, business acumen and, for the last 15 years, people.

What about Company culture? Now that Diversity and Inclusion really matter, now that Young Generations are forcing a new way of working, now that IT companies have full remote workers, it would be nice including Digital Culture to the company core values list as a sign of respect, real transformation and passion towards people. At the same time, a company that includes Digital culture in its core values cascades to every Manager the need of adopting initiatives aligned to this and offers a unique opportunity to involve employees in the making of a new Culture.

Conclusion

Digital jobs are not a consequence of the pandemic. They come from generational mindsets that question traditional models, find excitement in owning their time and prefer disconnecting early instead of going to the office and eat healthy fruit. IT Companies have full-remote workers and still there are some struggles getting the best out of them.

Company culture plays a huge role in the organization′s success and therefore, Digital culture should be a priority for these companies. Elevating Digital Culture to the company core values could be a good way to start, build confidence and cause real organizational changes.

But deeper work has to be done. Building a new whole culture should go beyond an online migration, This means people should be asked, should be empowered, should know how to communicate, how to self-manage, how to work more efficiently and how to trust the organization. Then, the impact on employee satisfaction, engagement, Talent Attraction and business will improve.

Does your Company have Digital Culture in its core values?

Next chapter

I am Inés Serra. I have worked for large, medium and small companies, although large IT corporations have been my core. I have been moving along various roles in HR and I have experienced the numerous changes Recruiting and Talent Management have gone though in the last 20 years.

I am an instinct learner who has always pointed to the integration of new generations and definition of company cultures as the key to sustain businesses.

I will be posting an article about digital culture every now and then reflecting my thoughts, my research and offering advice to those brave companies who are on the journey to become full digital.

I will be reading every comment and considering all the suggestions that can help me create better and improve articles about digital culture.

Thank you for reading and sharing!