I often hear this question – ‘How do I make my culture better to keep up with theirs, like that company over there (usually a tech giant that they read about in a glitzy magazine)?’

The more nutritious question (and one I rarely hear) however is; ‘How can I define, see and capitalize on the uniqueness of my organization’s culture?’

Question one is a common trap, and that pit is filled with many consultants, leaders and HR professionals. Answering question two is more likely to ensure cultural relevance and alignment. It will make it easier for leaders to keep their best people, attract the right talent and supports the organisation’s cultural capital (a more interesting phrase than Employee Value Proposition). To answer that question, we first need to find and define the unique ingredients of an organisation’s culture which are most visible through its rituals.

Rituals are best defined as the ‘patterns of behaviour that transmit values, a brand image and inspire norms’. Once these rituals settle into repeated patterns across many people and contexts they become organisational habits.  These rituals then support the unwritten rules of engagement within an organisation and have very specific common characteristics including:

  1. Elements of repetition (in content, form, or occasion). Most rites are repeated at predetermined times to ensure persistence of the message, reminders of the values and an activation of the brand image.
  2. Verbal and non-verbal input. The complete mix of behavioural and nonverbal visible elements are broadcast in rituals to enhance identification, belongingness and association for example logos banners, clothing etc.
  3. Planned rather than spontaneous actions. They are a highly organized sequence of actions with apparently chaotic elements carefully arranged.
  4. Highly codified language – each organization has its own “language”.
  5. Ordinary behaviours enacted in special ways;
  6. Highly symbolic in nature that seeks to be in alignment with the greater societal identity.
  7. Evocative presentation to draw and hold attention;
  8. Always meant for collective consumption

Whilst rituals transfer a behavioural code, they also encourage social cohesion and can capture collective values and beliefs. The ceremonies associated with these rituals help bolster trust in the organisational values and binds colleagues together towards a common sense of identity, togetherness and commonness.

Rituals capture the observation that where communication flows culture grows, and to review how that happens in your organisation is a smart place to start.

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