Crafting Culture: How to deliver success and value

Laura Bunn, HR Director at Roadchef explores the importance of company culture and how HR can ensure it matches the needs of the business.

A strong company culture can be a game-changer for any organisation. It’s the invisible force that shapes how people work together, solve problems, and feel about coming to work each day. Yet, too often, it’s undervalued or misunderstood. This lack of recognition often leads to disengagement, diminished enthusiasm, and higher turnover; costly outcomes for any business.

For HR leaders and senior management, fostering a positive culture isn’t just about improving employee morale; it’s about laying the groundwork for sustainable business success. But what does company culture really mean? How can leaders intentionally create or transform it? And what tangible benefits does it bring to businesses?

At its core, company culture is the shared set of values, beliefs, and practices that guide how people interact within an organisation. It’s the unwritten rulebook for how employees collaborate, communicate, and make decisions. Culture is the difference between a workplace that feels supportive and one that feels transactional.

Strong company cultures don’t happen by chance – they’re deliberately cultivated. This starts with aligning culture with organisational values. Whether the focus is on innovation, service excellence, or sustainability, those values must resonate in every aspect of the business. If there’s a disconnect between what a company says and what it does, culture suffers.

Creating a strong culture

Building a healthy culture begins with alignment between a company’s stated values and its daily actions. Leaders set the tone here: Are decisions rooted in fairness? Are employees recognised for their contributions? For example, if collaboration is a core value, leaders should foster cross-departmental projects and reward teamwork.

Active communication is key, and actively seeking to understand what your employees need  to make your organisation a better place to work. While town halls and formal meetings have their place, informal moments matter just as much. Check-ins, listening sessions, and surveys can provide invaluable insight into how employees are feeling and what barriers they face.

Creating a strong culture also involves embedding it into the employee lifecycle. Recruitment processes should reflect cultural priorities by assessing for values alignment, not just technical skills. Onboarding should introduce new hires to the business in a way that feels genuine, not just procedural. Employees at all levels should feel that their contributions are valued, their ideas are heard, and they have the tools to succeed. When employees feel respected and supported, culture thrives. 

Diversity, equity and inclusion (DEI) is a key component of this. All businesses must look to champion all areas of employee inclusion and equity by developing short and mid term plans which will look at all areas within the employee lifecycle and make recommendations for change within this critical area. 

Enhancing and sustaining a best in class company culture

Enhancing a company’s culture requires a clear vision, honest assessment, and complete commitment from top to bottom of an organisation.  

Embedding cultural change into systems and processes is equally important. For example, if inclusivity is a goal, review hiring practices, promotion pathways, and leadership training to ensure they align. Leaders must embody the behaviours they expect from their teams, even when it’s challenging. Authenticity in leadership builds trust and accelerates cultural transformation.

Company culture isn’t a one-and-done task. It requires ongoing evaluation and re-evaluation of your processes. Maintaining a continuous feedback loop with employees is essential to stay attuned to their evolving needs and the challenges they face. This approach helps ensure your policies effectively support your employees while addressing the demands of a dynamic job market and an ever-changing workplace landscape.

The benefits of a thriving culture

A positive company culture delivers measurable benefits. Happy, motivated employees are more likely to innovate, collaborate, and advocate for the organisation externally. The importance of employee engagement and workplace culture can’t be overstated. The current job market means that employers cannot neglect their employer brand, and create an environment where team members thrive. 

Beyond business metrics, culture has a human impact. I firmly believe that doing good makes you feel good and a supportive workplace improves mental well-being, fosters professional growth, and creates a sense of belonging. Employees who feel valued are more likely to bring their full selves to work, driving creativity and productivity. 

Culture isn’t built overnight, nor is it ever truly ‘finished’. It’s a constant evolution, requiring attention, intention, and care. For leaders, the question isn’t if you shape your company culture but how.