Key elements for driving a successful culture change at your credit union
While transforming your culture can seem simple, it is perhaps the most difficult project an organization will ever undertake. Corporate culture can significantly affect all aspects of a credit union’s operations and sales, so it’s important to know the key elements that drive a successful culture transformation.
- Focus on brand
Your brand defines your culture. Your culture breathes life into your brand. Your goal is to achieve a successful, productive, brand culture. If your brand isn’t clearly defined including core values and promises, mission, vision, and cultural statement, you will want to determine these before embarking on a cultural shift. By having a clearly defined brand, you send a message to staff that you have shared beliefs, attitudes, and values. When people are on the same page, focusing on a shared vision and brand, it can lead to greater teamwork and productivity.
- Put staff first, members second
Without staff, your members wouldn’t have a place to keep their money. We all recognize the value in the “members come first” mantra, which is fine and dandy, except should your members really come first, or should employees? This may not be a philosophy that you broadcast externally, but if you treat your staff well, it will show through their interactions with members, in turn making a more positive member experience.
- Hire and fire based on cultural fit
Any organization that has a successful brand culture knows that an important part of the interview process is determining if the candidate is a cultural fit. The same rule applies to evaluating current employees. Having the proper skill set is important, but so is having the proper mindset.
- Hold employees accountable
To what level has your staff been held accountable in the past? Often when credit unions take an introspective look at the organization they realize that there have been little to no standards or expectations for staff. Defining your expectations is key before you can hold employees accountable for their actions. Determine your brand attributes, core values and cultural mission before attempting full accountability. If necessary, start small by holding employees accountable for things like returning voicemails before the end of the day, or adhering to email signature standards. You can work your way up the accountability ladder.
- Make small, consistent changes
Another way to prove to staff that this change is real, find ways to make small, consistent changes. This serves as a way to prepare staff for a cultural shift while showing consistency and buy-in from the top down. Some examples of small changes might be changes in vendors (anything from online banking to print vendors, or if you’re daring, even a core system change), dress code changes, or procedural changes.
- “Unbox” your employees
Review the org chart on an ongoing basis and “unbox” your employees. Promoting and shifting employees based competencies will empower employees, motivate them to succeed and allow them to gain experience and growth in other areas.
- Implement a common sense rule
Too often over the years employees become micromanaged and treated like children with a myriad of rules and regulations to follow, heck, even down to what sock color they can wear. Show your employees that you trust them. Loosen the reigns ever so slightly, empower them, and be sure to communicate your expectations regularly, while allowing for some mistakes to be made. Implement a common sense rule; this way employees can rely on cultural influences to help them make decisions, showing initiative along the way. Employee empowerment will be your best sales and loyalty tool.
- Buy-in from the top down
Emotional commitment to the organization and its culture starts from the top. No one manager alone can create a culture change. The process requires dedication from all levels of the organization, starting at the top.
