In a job interview recently for a communications role in one of the top energy firms in the world, the Nigerian country director said he had a final question around culture.
“In one of your responses earlier, you mentioned something around culture, and I think I should ask. If you were to switch roles with me, what type of culture will you build the company upon,” he asked.
While I may not go into the details of my response for confidentiality reasons, it is important we help founders especially in the tech ecosystem understand how to win with the right culture frame work in place.
This becomes imperative because it’s been observed that when launching a startup, founders often focus on product development, fundraising, and market entry. But, outside of these components, one of the most critical factors for long-term success is people.
How to build a company culture from day one is not just a theoretical question; it is a practical imperative.
Understand Why Early Culture Matters
Company culture is the set of shared values, norms, and behaviours that guide how employees interact and make decisions. For startups, culture is often more visible and impactful than in large corporations because every team member’s behaviour influences the whole company.
Key reasons to prioritise culture early:
- Alignment with Mission: Early employees internalise your vision, ensuring consistent execution.
- Attraction of Talent: Talented candidates are drawn to startups with purposeful, values-driven cultures.
- Long-term Differentiation: A strong culture differentiates your startup in both hiring and market perception.
Pro Tip: Culture isn’t just perks or casual Fridays, it’s the principles that govern everyday decisions and interactions.
Define Your Core Values
Core values are the guiding principles that shape behaviours, decision-making, and relationships within your startup. When done intentionally, they provide a framework for hiring, performance evaluation, and conflict resolution.
How to define core values:
- Reflect Your Mission: What drives your company beyond profit?
- Focus on Actionable Behaviours: Values like “innovation” or “integrity” should translate into daily actions.
- Keep it Simple and Memorable: Limit your values to 3–5 to ensure they are understood and applied consistently.
- Involve Early Team Members: Co-creating values fosters ownership and alignment.
Example: Buffer’s values—such as “Default to Transparency”—shape how decisions are made and how the team interacts internally and externally.
Hire for Cultural Fit and Add
Your early hires define the culture as much as your founders do. Hiring not only for skill but also for cultural alignment ensures your team embodies the principles you want to cultivate.
Best Practices:
- Cultural Fit vs. Cultural Add: Look for candidates who align with your values but also bring unique perspectives to enrich your culture.
- Behavioural Interviews: Ask questions that reveal how candidates handle real-world scenarios aligned with your values.
- Onboarding with Purpose: Introduce hires to the culture immediately with mentorship, shared rituals, and clear communication of expectations.
Lead by Example
Culture is communicated more through actions than words. Leaders set the tone for behaviour, decision-making, and team norms.
Strategies for Founders:
- Model Desired Behaviours: Demonstrate accountability, collaboration, and transparency.
- Reinforce Positive Actions: Publicly acknowledge employees who embody core values.
- Be Consistent: Mixed signals from leadership can erode trust and slow cultural adoption.
Example: At Shopify, executives focus on trust and autonomy, which drives innovation and employee empowerment.
Establish Rituals, Norms, and Practices
Rituals and routines reinforce culture and make it tangible. Startups that intentionally design day-to-day practices see higher engagement and alignment.
Ideas:
- Regular Check-ins: Weekly team reflections or “culture huddles” reinforce values.
- Shared Language: Develop phrases or mottos that reflect the company ethos.
- Celebrations and Recognition: Reward behaviours that exemplify core values, from innovation to collaboration.
- Transparent Communication Channels: Promote openness with tools and routines that allow feedback and knowledge sharing.
Make Culture Scalable
As your startup grows, early culture must evolve without losing its essence.
Steps to Scale Culture:
- Document Culture: Create a “culture handbook” that outlines values, rituals, and expected behaviours.
- Embed Culture in Processes: Hiring, performance reviews, and promotions should reinforce culture.
- Monitor and Adapt: Conduct regular surveys and check-ins to ensure culture aligns with team experience and company growth.
Example: Netflix’s “Culture Deck” is a living document that outlines expectations, values, and philosophies, helping maintain culture even as the company scales globally.
Measuring Cultural Success
Culture should be intentional and measurable. Metrics provide insights into whether your startup is living its values.
Metrics to Track:
- Employee engagement and retention
- Feedback from surveys or interviews
- Participation in cultural rituals or initiatives
- Alignment between company values and day-to-day behaviours
FAQs on How to Build a Company Culture from Day One
Why is company culture important from day one?
Company culture sets the foundation for employee behaviour, decision-making, and team dynamics. A strong early culture attracts talent, drives engagement, and differentiates your startup.
How do I define core values for my startup?
Identify your company’s mission and guiding principles, focus on actionable behaviours, keep them simple, and involve your early team in shaping them.
What role do founders play in shaping culture?
Founders model behaviours, reinforce values, and lead by example. Consistency in actions, decisions, and communication sets the tone for the entire organisation.
How can a startup maintain culture while scaling?
Document values, embed them in hiring, onboarding, and performance processes, and regularly monitor employee engagement to ensure alignment as the company grows.
How do I measure if my company culture is successful?
Track employee engagement, retention rates, participation in cultural initiatives, and alignment between daily behaviours and stated company values.
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