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Leveraging a Casual Company Culture For Your Business

Posted by Hayden Patrick Simpson on September 23, 2020 at 7:14 AM

A Fun Company is a Lucrative One

Undoubtedly, conducting a job search is filled with uncertainty, however, the true uncertainty occurs after actually getting hired. Nowadays, with such a scarcity in jobs, people may find themselves settling for less than ideal companies that don't quite match their values or personality. 

One major aspect of a company's culture is where they align on the corporate-to-casual spectrum. While many companies feel as though professionalism in every aspect of the workplace is vital for success, marketing a company's culture as one that is relaxed and happy can go a long way for both employee morale and client satisfaction. In this blog, Hollywood Branded explains the benefits of a casual company culture and three companies who leverage theirs to create more business, a positive brand image, and recruit top candidates.


_LEVERAGING THE BENEFITS OF A CASUAL  COMPANY CULTURE FOR YOUR BUSINESS


The Casual Complex

It may seem counterintuitive to let your employees dress in casual attire, have a giant slide in your office, or allow dogs to run a muck in the facility. It would probably be very distracting from what’s important: work. However, this approach transcends the traditional institution by cultivating diversity, productivity, and happiness.  

A casual work environment doesn’t require employees to wear a suit and tie, masquerade a professional persona, or submissively obey organizational hierarchies. Instead, jeans and a t-shirt will do; differences are welcomed and collegial conversations flow uninhibited by status. In other words, do the work and just be yourself. 

The benefits are real. A casual workplace can lower stress, enhance job satisfaction and induce a friendly atmosphere (Melanie Martin). Though it is thought that a relaxed style reduces productivity, it actually increases it: happier employees are 20% more productive and increase sales by 37%.

Not to mention, comfortable employees foster a more accepting and diverse workforce. This is extremely important considering the Harvard Business Review advises that “the ideal organization makes explicit efforts to transcend the dominant currents in its culture” which positions overlooked perceptions into the limelight. 

More on the hierarchical structure of a strictly corporate organization is that it discourages the opinions of common workers. Though this offers some sense, since higher-ups are often more educated and experienced, it has been found to decrease the overall quality of company decisions and increase unethical managerial behavior. In a casual office, all ideas are welcomed and communication streams unobstructed. This allows subordinated employees to share their own distinct perspectives in an open environment which drives creativity and innovation.

As a result of these clear employee benefits and the overall business output, many companies are switching to this model. In fact, 88% of employees and 94% of executives agree a unique company culture is essential to business success, which completely challenges corporate norms. As a result, over 50% of companies have switched to casual work attire to promote this culture. 

casual company culture fosters a more equal workplace


Leveraging your Company Culture 

As more companies move toward a relaxed work system, both their employees and businesses thrive. Even still, there’s more to get out of it. One piece that many organizations are missing is how marketable that company characteristic actually is. 

According to Forbes, happy employees make happy customers and there's plenty of statistics to back that such as increased sales, more repeat customers and engagement. The main explanation is that customers care about how companies treat their employees. Consumers love to see a company who treats their employees like people, so when they see that, they support the business and their ventures.

Besides focusing your marketing efforts to buyers, company culture also attracts job candidates. Very clearly, applicants prefer companies with higher employee satisfaction, perks and flexibility all of which occurs in a casual work environment. This means more competitive talent will apply to your business and increase the overall quality of your company's workforce. 

Lastly, 86% of consumers choose which companies they support depending on their authenticity. When employees are obligated to wear a professional workwear while conducting business, the only connections made are seemingly artificial. As it turns out, customers prefer realness. One likely spot for them to notice a company's transparency is within the genuine nature of their employees. With a casual work environment comes comfortability and with that, genuine people and connections emerge. 

Since employees, customers and candidates praise a casual company culture and its spinoff, a positive brand image is formed. Here are just three of the world's top brands who practice a casual/fun company culture and retain an excellent brand identity.

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Patagonia casual workplace environment

Patagonia

The first outgoing work climate consists of adventure enthusiasts from Patagonia, an outdoor clothing and equipment company, who recently surpassed a net worth of 1 Billion Dollars and are by no means conventional.

Having been started by a climber named Yvon Chouinar this company has deep roots embedded in the simplicities of nature, friendship and faith. Yvon’s outlook on work flexibility is to “hire the people you trust, people who are passionate about their job, and passionate about what they’re doing,” which exhibits the cohesion within the Patagonia culture. They are a crew of likeminded folk who work to support what they love.

This admiration for life’s natural beauties has continued into their modern company culture over 47 years later. In fact, when the ocean swell picks up employees are welcome to surf during their work hours. Simultaneously, when the powder is fresh, the skiers and snowboarders of the workforce take to the slopes. Other casual mid-day events are yoga, hiking, and bike riding.

On top of these amazing perks, Patagonia boasts amazing employee benefits, like on-site childcare for employees to spend time with their families, two month paid internships with environmental organizations and more. Rightfully so, this work environment has earned a 91% job satisfaction rating.

For people with an appreciation for the ocean and mountains, Patagonia is a good place to set up camp.


Nike casual company culture

Nike

The athletic giant, Nike, has been known to provide their employees a work- life balance for recovery in between work cycles. Of course, in this case, Nike’s staff consists of fitness fanatics, so their relief from work comes from breaking a good sweat.

For starters, Nike facilities house world-class gyms, stadiums, and more to inspire their employees to stimulate their serotonin levels. This specific scene is one that keeps employees motivated in arenas outside of work. Then, because of this boost, they transfer that same energy into their jobs thereby electrifying the atmosphere. 

Another exclusive Nike perk is you get to hang out with some of the top athletes on the planet. Imagine getting to play a game of basketball with your favorite NBA player, or play catch with an NFL quarterback, all during your lunch break. Now that's a separation from work. 

Nike also gives their employees Fridays in the summer off. This way their workforce can spend time with their families and perhaps even watch their kids' Friday night game. 

Thanks to Nike’s culture motivating their workforce the company turnover equated to 37 billion crowning them as the top athletic company worldwide with a 95% job satisfaction


Google workspace

Google

Google is noticeably one of the most positive brands in the world. Simultaneously, it has been recognized as one of the best places to work for consecutive years. 

This is likely due to their amazing perks such as free massages, laundry services, and their facilities imitating a modern day amusement park. Within Google facilities it’s common to meander through bowling alleys, arcades, and other entertaining areas. All of which are designed to surface creativity and relieve stress. 

Another added benefit is that it boasts an extremely social environment. Besides the work itself being collaborative, it is also encouraged to hangout and learn from each other on your own time. In their peer-to-peer learning program, Google employees, or, Googlers, as they've been colloquially nick-named, can teach other Googlers various skills from web design to basketball.

Furthermore, a favorable characteristic of their company is its malleable hierarchy. During a break, an intern could find themselves sharing a conversation with an executive about the creative solutions to one of their products. Moreover, an entry level worker could teach a higher-up a skill during the peer-to-peer learning. This dynamic widens the opportunity for creativity and equalizes the status of workers. 

The attraction to their company culture is evident for job seekers as they receive more than 3 million applications a year and can only hire roughly 7,000. With only 1 in 428 applicants getting hired, Google is far more selective than institutions like Harvard, Yale, and Stanford speaking to their level of talent.

For consumers, candidates, and current workers, Google’s infinitely exciting culture has launched them to the top of their industry with an 86% job satisfaction rating

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Google's casual workplace

Cultural Conclusion

In the end, loosening up the office is a wise endeavor when considering the overall satisfaction and well being of your employees. Your employees will be happier, more comfortable and through that open to diverse and new ideas. Beyond that it actually boosts productivity, sales, increases customer satisfaction and engagement. It works so well that some of the world’s top brands in their respected industries enjoy a unique, fun and casual work space.

If you practice casual work culture and want to ramify that message please reach out so we can help you share your special culture with the world. In the meantime, check out some of the blogs our team has written on social influencer partnerships!

And then... check out our podcast where our agency's founder and CEO, Stacy Jones, dives in to conversations with other business leaders on how to find more success in all things business including marketing, sales, employees, and more!

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Topics: Public Relations, Business Advice