A business is guided by its decisions and convictions. As it grows the values become a shining light.

Having values means an empowered workforce.

When it comes to instilling a belief in empowerment, this is echoed by packaging and design company Avec UK. A Dorset based business that has seen substantial growth since its origins in 2012 and led by owner Becks Beere and a team of nearly 40 people.

Rise MD, Angela Piromalli and Becks both discussed the importance of building and promoting a culture that is real and has the ability to attract new team members where everyone has a unified voice.

How Do You Build A Company Culture?

It is a well-used term when a company promotes the virtues of ‘building a culture,’ but how does a business leader instill this? Becks explained, “When it comes to recruitment, I want people to buy into the business. I genuinely research people and see if they are the right fit from the outset. I will never outsource the recruitment to someone else on the team. This is a company I have built with my own hands. It is my responsibility to nurture and grow this close-knit family.

“I have to sell the business to others, just as much as a candidate wants to work with Avec. I want people to buy into me and my company.

“Avec is about getting people on board this rocket ship that we are all building. I want people to be a part of it, not a cog in a faceless business.”

Angela highlighted the importance of both candidate and employer having a mutual understanding. “Companies find strong talent by not sitting on their laurels. Both sides have to sell themselves. When candidates and clients are both on the same side of the road, not heading in opposite directions, it comes down to one simple trait, open communication.”

The Charter That Everyone Dances To

The importance of communication is something that is part of Avec. They have a charter that each member of the company refers to and comes back to. Becks says, “Whilst we all know what the business feels like, can we put it into words?

“It is important to communicate what we will succeed in and what challenges lie ahead. The team all have an active role to play. As well as the grander vision, the smaller things matter too, such as no one is allowed to huff in the workplace and everyone puts their empty plates, bowls and cups in the dishwasher. It is something we expect from each other.

“Any company that is attracting new employees need to stand up and say, ‘this is us, is this you?’”

The Avec charter is used as a tool for performance measurement. It is there to inform decisions and for the entirety of the team to recognise what they signed up to.

Trust In The Employer

According to the Association of Accounting Technician’s (AAT), the average UK employee will spend 3,515 full days at work over the course of their lifetime. Angela stated, “People spend a huge proportion of their lives at work. Businesses having transparency means that everyone needs to know what they are signing up to. Having something such as the Avec charter means there is alignment between the business, its responsibility and its values.”

Building a base for development, support and growth is a key part of a business that has longevity. People are now looking more than ever at businesses to lead and create a sense of place.

According to the annual Edelman Trust Barometer, this report looks at how much the public trust government, media and business. The latest 2019 report points to the vital role that companies play.

Within the study, people place more trust in their companies than in political leaders. There is a notable shift in trust to the relationships people have within their control, most notably UK employers.

When it comes to mutual trust, this is something that Avec has in abundance. Becks highlights, “Business owners need to put the emphasis on their team to discover and find their own answers. Perfection is not the only solution. I want people to succeed they need to be supported.

“We found out that people are not necessarily motivated by money. Every two years we profile the business and the team. From our own studies, we can see that people are motivated by security, a sense of validation and encouragement to be creative. It is the responsibility for a business owner to have a responsibility for others, this is how trust is earned. We also could see what demotivates the team. The majority do not like public recognition.”

What about the future of an expanding company? Becks concludes, “I will give everything away for others to provide direction. However, I will not give away the customer relationship and the most precious resource, finding the right people. The company culture is one that has to be protected and championed.

Conclusion

If a company has values, they truly have to live them. This is something that Avec UK truly believe in.

It all comes down to the behaviour of how a company presents itself to the outside world and the obligation it has to those who work within the business.

Having values is more than a buzzword and something that you shout loudly on LinkedIn. It is the groundwork for a robust company culture that stands the test of time and to remain continually relevant to those that have a continual touch point with a company.