As a result, a record numbers of pool tables and mini-fridges are making their way into offices. Workers aren\u2019t complaining: Everyone likes free food, and a pool table can be a great place to gather for casual brainstorming sessions, or even just take a break from work. But we know these perks alone don\u2019t add up to a great company culture. Eager to innovate and draw new talent, today\u2019s companies are at risk of looking for success in the wrong places.<\/p>\n
As a CMO, here are a few things that are more important than pool tables that you can use to build great culture and engage your marketing department.<\/p>\n
The best thing about startups isn\u2019t the free beer and ping pong. It\u2019s the feeling that everyone<\/i> is contributing. <\/p>\n The company is still small enough that someone from human resources can come up with a marketing idea that actually sticks, and a software developer can have a quick meeting with the CEO. Everyone is working together, everyone is valued, and they understand great ideas can come from anywhere.<\/p>\n As they get bigger, companies<\/a> tend to lose this quality. In response, many are trying to grab a piece of the startup magic with exciting break rooms and interactive work spaces. But as Wealthsimple CEO Mike Katchen points out, mimicking a startup<\/a> won\u2019t make you innovative unless you mimic what\u2019s on the inside.<\/p>\n To engage your employees, Katchen suggests empowering them to \u201cship-it.\u201d That\u2019s a startup term for acting when needed, without always having to get permission. Share information<\/a> throughout your company and let employees know their ideas are welcome. By empowering people to make decisions, you let them know they have a meaningful impact. That\u2019s the best way to unleash anyone\u2019s creative drive. By giving decision-making power to the people closest to the information, you increase efficiency and unlock hidden potential.<\/p>\n Your company\u2019s mission is what brings people together: It\u2019s a common goal to rally behind. That collective push is crucial to making your employees want to do great work<\/a>. <\/p>\n Facebook\u2019s<\/a> goal, for example, is to \u201cgive people the power to share and make the world more open and connected.\u201d Nike<\/a> wants to \u201cbring inspiration and innovation to every athlete in the world.\u201d Outdoor gear brand Patagonia<\/a> not only has a mission statement, but also a Reason for Being<\/i>. That works, because why else does your company exist but to solve a problem? By making their values known and having a clear mission, companies can attract the right people and rally them behind a common goal.<\/p>\n Patagonia could try recruiting people with an office climbing gym. That might attract great climbers, but not necessarily people who want to make great products<\/i> for climbers. Unless you\u2019re scouting for billiards champions, having a mission that attracts the right people and motivates your employees should always come before a pool table.<\/p>\n When hiring new talent, make sure you bring in people who fit into the culture you\u2019re building. Aim for team players who perform, but who can also relate with the goals of your department. Avoid what Eric Sinoway of Axcess Worldwide calls vampires<\/a>: high performers who actually hurt your culture. At Zappos, culture is so important that the company has a second interview<\/a> solely to test for a cultural fit, and turns away talent who doesn\u2019t align.<\/p>\n Look for people who will represent you well even outside the office. If an employee is a creative who rarely meets customers, chances are they still tell people where they work. The impression they make on others impacts the public\u2019s perception of your company. If you\u2019re helpful, they\u2019ll imagine your company is, too. If you\u2019re a genuine person, you\u2019ll be more likely to inspire a chain reaction of referrals and faith in your brand. The effect is even greater for small companies, where you may literally be somebody\u2019s first impression of the brand.<\/p>\n Once you\u2019ve got an excited team who\u2019s on board with your mission, you can decide whether a pool table adds to your culture. It could be just the right thing to tap your team\u2019s competitive streak.<\/p>\n Maybe you\u2019ll take Susan Cain\u2019s advice and set up a book lounge, which is great for engaging introverts who use their quiet time to get exceptional work done<\/a>. Or perhaps a monthly breakfast organized by employees (with rotating duties) can build a sense of community. Then again, you could follow the lead of Scotiabank\u2019s new Digital Factory<\/a>, which<\/u> has its own bowling alley.<\/p>\n So buy a pool table, offer food, give your employees free gym memberships: These perks help engage employees, and more offices are doing what they can to keep people happy. Just remember, the point is not to let perks define your culture, but to let your culture define the perks.<\/p>\n For more insights into best practices in marketing today, check out our free state of marketing report.<\/i><\/p>\n![\"2016](\"https:\/\/www.salesforce.com\/ca\/blog\/wp-content\/uploads\/sites\/12\/2023\/10\/stateofmarketing2016banner.jpg?strip=all&quality=95\")
<\/img><\/a><\/p>\nRealize Good Ideas Can Come from Anywhere<\/b><\/h3>\n
Give People a Mission They Support, and They\u2019ll Give You Their Best<\/b><\/h3>\n
The Right People Help Define the Right Culture for Your Company<\/b><\/h3>\n