Understanding and Aligning to Your Company’s Internal Corporate Brand for Career Success  

There is a saying that “birds of a feather flock together,” and in the corporate environment nowhere birds of a feather definitely exist together. Which is to say, most businesses have a way of attracting like-minded people, and if you are not like-minded when you join, you probably will be when you leave.

The myth is that every company is compiled of diverse talent blended together to achieve common goals. The reality is that the individuals tend to live in a homogenous state, looking to fit in and growing into a part of the greater flock. After all, who wants to travel alone, right? But, that said, becoming part of the infamous “corporate culture” is an intangible rite of assimilation that is neither taught or discussed.

Observing and (Eventually) Blending In

A perfect example of this invisible entity was described by a former staff member of a well-known fashion house, an iconic fashion apparel and lifestyle brand.  The employee was hired outside of the normal recruitment pools and did not share the same circle of acquaintances and experiences of the other long-term employees.

She was perfectly professional and extremely competent in her area of expertise, but felt a bit like a pledge in a fraternity. The company had its own language, style, behaviors and processes. It had an unspoken power structure and hidden influences that lingered outside of the reporting hierarchy.  There were “pre-pre meetings,” ways to wear your watch, rules as to when to wear and not wear socks, and even methods on rolling your chinos. Key words and phrases like “sensibility,” “spirit,” “aesthetic,” “heritage,” “getting it,” and “not getting it” were used across all levels about everything from products to people.

Yet, unlike the case with company policies, there was no handbook to outline the corporate culture. Instead, she learned by listening, observing, and mirroring behaviors. She emulated the PR team and read the company literature. She studied the life and legacy of the founder and absorbed the references made during meetings and presentations. Then, finally, one day, she walked into the New York office for a “pre-pre meeting” and was greeted by one of the division presidents. She had on black heels, fitted pants, a pink button down shirt and a pinstripe blazer. The president smiled and simply said how “on brand” she looked. The equivalent of getting your fraternity pin. She had arrived.

Groupthink Conformity or Healthy Belonging?

Some of you may be thinking: “How could she have given up her individuality like that?” Or that such group identity practices must be harmful in maintaining a healthy, diverse, vibrant workforce. Neither is quite right. In fact, anyone who knows anything about branding would applaud the strength of the thread that runs through an entire organization. Employees should be living expressions of the company they represent. Not necessarily clones, but communities that share common values and traditions. This is the glue that adheres populations and celebrates camaraderie.

But defining the corporate culture can be a challenge for many, so here are some tips and observations to guide you:

• Do your homework prior to your first interview/day on the job. Read about the company, and listen to the brand language used on the website and in documents. Review the pictures used on the website: are they B&W, unusually vibrant, serious, family-driven, or team-oriented?  Also talk to current or former employees.
• Observe the office environment. Most companies reflect their brand culture in their office decor. Is it modern, traditional, cluttered, stark, or colorful?
• Once you are ensconced there, look around for internal influences. What books or articles are people reading, what organizations do they belong to, what movies are they talking about?
• Study the hidden report structure. Who do people go to for advice, for pre-approvals, for validation?  Who are people looking toward in meetings, or sitting near or away from?
• Glance at everyone’s desk…what’s on them? What does your boss’s desk look like? Are there family photos, joke items, awards, or magazines (which kind?). This will tell you what is important to that person.
• Evaluate attendees at meetings—who and what levels/departments are invited?
• What are people wearing, and how are they wearing it? (Tucked, untucked, tight, loose, accessorized or simple?)
• Personality starts at the top, so read up on the owner and CEO. What is their vision, what is important to them, who are their idols, and what were their past experiences?
• Check out key employee social sites—what are they posting, where do they vacation, and how do they dress outside of the office?
• Don’t mix up corporate culture with mandatory professional requirements. Strong brands and successful companies will have strong corporate cultures, but many other companies may have unhealthy cultures. They may be overly-political, or embrace undermining of staff, or allow non-inclusive behaviors. These are not cultures you should emulate. Instead, seek out environments that fortify you and enhance your experiences—not ones that compromise your business values.

So, whatever kind of bird you are, you will be better served to understand the hidden hierarchy and corporate cultures of wherever you nest.  Don’t let the company define you, but work towards finding the common ground that defines the company. When you do, you will find success comes easier. You will eliminate the obvious elements that separate you from your colleagues, and subtly communicate that you want to be part of, and are enthusiastically joining, the flock!