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Culture as a Competitive Advantage
Katie Burke VP of Culture and Experience, HubSpot
@KatieBurkie #GDRoadshow
How can I get on this list…
…or this one?
The secret to getting on THAT
list.
Meet Rose
Most organizations look outside instead of in.
Over 2 million views on CultureCode.com
Culture isn’t:
Motivational Posters
Corporate Governance
Perks & Rewards
• A bar for what’s possible at your company
• A powerful weapon in the war for talent
• A proactive catalyst to help employees make better
decisions
• Your promise to your customers
• Collective clarity on what it means to be a part of
your organization
Culture is…
Let’s talk about culture at your
company
What does it stand for?
How do you make your culture known?
How do you market to candidates? To employees? To the world?
The Ultimate Litmus Test for Culture Alignment
How do you know your culture is working?
How do you know if it isn’t?
Most people wait until something fundamentally breaks with their
culture to pay attention to it.
That’s missing the point.
The Top Mistakes We See with Culture
Thinking it’s easy
Thinking it only comes from the top
Making it an HR priority versus a business priority
Hoarding what makes you special versus spreading it to the
world
Recipe for Culture as a Competitive Advantage
1. Make culture a business priority, not an HR priority 2. Decide what you stand for and share it with the world 3. Measure how well you’re delivering on your culture
vision by surveying your employees regularly and anonymously
4. Share the results — good, bad, and ugly — with everyone in the organization
5. Work tirelessly to address what’s not working 6. Rinse, repeat
Hire remarkably smart people who are passionate about your mission and care deeply about the people you employ and the problems you
solve. Do not compromise. Ever.
Forever ever.
And the most important ingredient of all:
Your products will change. Your strategy will shift. Your culture will determine whether you can hire top talent, how you respond to challenges, and how you succeed for the long haul.
Invest accordingly.
Questions? Concerns? Comments? Critiques?
Know someone awesome
who should work at HubSpot?
Katie Burke [email protected]
@katieburkie