Company culture: Why it matters and how to build it effectively

Company culture: Why it matters and how to build it effectively


Here is a reprint of an article that clearly articulates what company culture is, why it is important, building and improving your culture, hiring for cultural fit, examples of health culture, and how to identify a toxic culture.

This may be an article you want to save as there are lots of links to additional reading.

Company culture means more than just setting up a ping-pong table in an open-concept office space. Company culture represents how your ski area works, and it can have a big impact on business outcomes.

“I used to believe that culture was ‘soft,’ and had little bearing on our bottom line. What I believe today is that our culture has everything to do with our bottom line, now and into the future,” said Vern Dosch, CEO at National Information Solutions Cooperative.

And he’s right. Company culture isn’t some nebulous idea invented by wellness industry entrepreneurs to sell books and seminars to CEOs. Aligning the core values of your organization to your business strategy helps define your brand, both internally and externally. It also helps with attracting top talent and improves employee engagement in a way that returns real results in terms of productivity and profit.

What is company culture?

Company culture refers to a company’s core values and is reflected in the attitudes, behaviors, and practices of an organization and its employees. Think of company culture as the heart of your organization, both physically and metaphorically; it signifies the qualities that your company values, and it affects every part of your business.

The way your organization works, both formally and informally, is company culture. It includes how employees feel, their work environment, the company mission, goals and expectations, and the various leadership styles at your organization.

A strong company culture supports a positive work environment, which improves employee satisfaction, reduces time-consuming conflict, and empowers team members to take pride and ownership of their contribution to the organization as a whole.

Additional reading:


Why is a positive organizational culture important?

Work is a significant part of our lives; from the sheer quantity of hours spent at work to the impact a chosen profession can have on your identity, the job that you do is part of who you are.

So, it makes sense that finding a company that aligns with the ethics, values, and behaviors that matter most to you is important to new hires, especially in a competitive job market.

A positive company culture improves the overall employee experience, and for many candidates, it’s a deciding factor when choosing employment options. A Glassdoor survey of more than 5,000 adults revealed that 56% of respondents considered company culture to be more important than salary when it comes to job satisfaction. An additional 77% said they consider a company’s culture before applying for a position.

Employees who appreciate an organization’s values and have a strong sense of belonging are ultimately happier at work, and therefore, more productive and invested in the company’s success.

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Building and improving company culture

Building a great company culture takes ongoing, intentional, and strategic effort. A lot of leaders think company culture happens simply by offering perks like ping pong tables, video game rooms, and fancy snack options. And those things are appreciated by employees, but company culture is more about the traits, behaviors, and approaches that are supported, encouraged, and rewarded.

Leadership is the key to both building or improving company culture. When leaders exhibit and enforce desired behaviors consistently, employees are more likely to emulate those actions.

Integrity, communication, trust, and accountability are all essential components of a strong company culture. A foosball table can be fun, but it’s no substitute for strategic, intentional core values.

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Including culture in your hiring process

It’s easier, and more advantageous in general, to hire candidates who are aligned with your organizational values than it is to expect new employees to acclimate to your culture. That doesn’t mean; however, you should only hire people who fit a single, rigid employee profile. Diversity of thought and experience offer the perspective necessary to innovate and recognize new opportunities or potential improvements to processes.

To effectively include culture in your hiring process, you must clearly define and communicate your organization’s culture, look for cultural fit clues in candidate applications, and ask the right questions to evaluate shared values in the interview process.

Making the effort to hire people who align with company culture makes it easier to maintain and strengthen those ideals over time.

Additional reading:


Examples of a highly engaged company culture

There are two ways company culture becomes established:

  1. A set of beliefs, expectations, priorities, and attitudes materialize on their own within a group.
  2. Vision, values, passions, and goals are deliberately designed, developed, and delivered from the top down.

Actively cultivating culture is far more likely to result in a positive work environment. Here are three examples of companies with a highly engaged culture:

Southwest Airlines

Southwest Airlines believes that happier customers lead to greater customer satisfaction—and higher company earnings. They “hire for attitude and train for skill,” and employee retention is at the heart of everything they do.

According to the Southwest Airlines Careers page, “Our Culture is woven into all aspects of our business and our Employees’ lives, from the way Employees, treat each other to the way that our Company puts our Employees first. Three vital elements of our Culture are appreciation, recognition, and celebration.”

Their nine core values are clearly stated and divided into three categories: How I Show Up, How We Treat Each Other, and How Southwest Succeeds.


Salesforce often lands on “best places to work” lists due to its strong sense of culture. Instead of rec room-like offices with free food and games, Salesforce focuses on family and service to provide a different employee experience.

As stated on its careers page, Salesforce’s five core values guide the business and its relationship with stakeholders: “Our values-driven company—built on trust, customer success, innovation, equality, sustainability, and a responsibility for one another and giving back to our communities—has transformed cloud computing and is committed to making the world a better place. Twenty-two years after our co-founders, Marc Benioff and Parker Harris, handwrote the company’s goals on the back of an envelope, Salesforce’s people, culture, and values have remained strong.”


HubSpot is so committed to their culture that they created a 128-slide presentation deck of their Culture Code, which has been updated more than 25 times.

In the company’s own words, “HubSpot culture is driven by a shared passion for our mission and metrics. It is a culture of amazing, growth-minded people whose values include using good judgment and solving for the customer. Employees who work at HubSpot have HEART: Humble, Empathetic, Adaptable, Remarkable, Transparent.”

The following line from the Culture Code does a great job summarizing the importance of intentionally shaping culture: “Whether you like it or not, you’re going to have a culture. Why not make it one you love?”

Additional reading:

How to identify and change a toxic work culture

toxic work culture was listed as the number one reason people quit their jobs, according to a recent FlexJobs survey. Negativity in the workplace can cost you in terms of time, energy, and talent.

If you’re looking for an honest assessment of your organization’s toxicity, check your Glassdoor ratings. Negative reviews or a low company score, or CEO rating may be a sign that your culture is suffering.

Toxicity can be caused by poor policy, communication failures, inconsistent leadership, or toxic employees. Once you identify the problem, come up with a strategy to bring actions and behaviors back into alignment with stated values.

Additional reading:

Data and Information

Database of record: Centralized and organized data assists in recognizing and evaluating patterns, resulting in more thoughtful planning and informed predictions.

Rapid, intuitive retrieval of current and historical data (accessible on or offsite) improves decision making at all levels of management.

Simple report generation.

Reduces risk and potential lawsuits.

Supports visualization of current and future mountain infrastructure (e.g. Gazex explosives locations, forest thinning, designing new runs, parking, etc.).


Please click on the images to learn more

Ski Patrol

  • Ease of real-time data entry (no more logbooks or spreadsheets!).
  • Use of common language allows for consistent communication and information sharing.
  • Increases safety by minimizing accidents through pattern analysis of incidents.
  • Accident Investigation and Risk Management.
  • Snow Safety (Ski Patrol) Training.

The web and mobile application suite will provide editing and data collection tools for mapping incidents (wrecks, accidents) of any kind.

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Avalanche Module


Ability to document, track and analyze slope conditions with one tool.

Ease of real-time data entry (no more logbooks or spreadsheets!).

 Centralized and organized data assists in recognizing and evaluating patterns, resulting in more thoughtful planning and informed predictions.

Provides detailed current and historical weather patterns for visualizing/predicting.

Saves money through more precise use of explosives. 

Please click on the images to learn more.


The dispatch and risk module leverage Esri’s Survey 123 for ArcGIS, providing an intuitive survey-form, data-driven workflow for point feature collection and reporting. Data collected with SmartMountain Survey apps, which are available for both web browsers and native desktop and mobile apps for standard operating systems, are integrated with one or more SmartMountain modules, providing real-time or disconnected and later synchronized workflows for data collection and integration.

Each ski resort decided what they wish to display on the Dispatch Dashboard including on-hill incidents, walk-in incidents, on-hill refusals,  missing persons, work details for different departments, ski patrol rosters for the day, clearances, and sweeps.

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  • Logs for Lift Maintenance, Lift Operations, and Groomer inspections, as well as building inspections.
  • Logs can record data and signatures, can record stops, station assignments.
  • Logs are tracked by calendar.


  • Management review made easy through the use of Excel – reviewing a major grouping of assets or a single component of an asset such as a drive or a gearbox.
  • All information related to a system(asset) is in one place whether it be a lift inspection report, a manual, oil analysis, a service bulletin, or a letter from a vendor.


  • Every user has a unique dashboard.
  • Dashboards can be customized to reflect a user’s specific needs.
  • Quick access to the status of work and cost .


  • The schedule function in MountainOffice provides for detailed instructions by task, recording of data such as the temperature of a gearbox, and service bulletins.
  • All schedules can have a time or counter trigger.