user experience & design

The Rise of Company Culture

February 21st, 2017

Company culture refers to the values and attitudes of the employees in an organization. The last decade has witnessed the growth of importance in company culture of a business. As greater emphasis is placed on this cultural movement in organizations, popular companies are starting to incorporate and market their truly unique and revolutionary company cultures.

For an organization to establish a strong and desirable company culture, it requires leadership, vision, and talent. In 2017, it is no longer optional to create a unique and fun culture, but it is absolutely necessary in order to attract young talent and to inspire current employees.

Why put a focus on company culture?

There are many great outcomes that arise from an organization that has established a great company culture. Some of those include boosting employee engagement, increasing retention rate, better performance, and stronger morale and satisfaction of employees.

More importantly, it has been proven that having a positive company culture affects general business metrics positively, resulting in revenue growth. A strong culture in an organization also has a greater ability to drive innovation, disrupt the traditional industries and create a real competitive advantage.

Millennials are changing the game

A major factor to this shift in company culture arises heavily from the millennial generation. It is currently this generation that is entering the workforce and are having expectations that have not been demanded by previous generations.

Some of the things that millennials are look for is having flexibility, purpose-driven work, a work/life balance, an ethical workplace, and an environment that exudes fun, laughter, and activity. It is critical that employers understand how important a company culture is (some believe it is just as important as salary), so placing an emphasis on that is critical.

Technology industry: The front runner in company culture

The company cultural movement made its shift within rapidly growing technology companies, changing the expectations across industries.

Whether it be a social media company, UX design agencymobile application development company, or eCommerce site, these companies all feel the need to emphasize company culture.

The Facebooks and Googles of the world changed the way organizations operate, placing a huge emphasis on company culture. These technology companies inspire fun and creativity, value employees opinions, and create bonding rituals. A goal that would soon be implemented by future organizations.

For example, AirBnb’s CEO released an article on Medium called “Don’t F*ck up the culture.” Brian made it clear that the most important aspect of a company is its culture and that the core values of the organization need to be implemented in every aspect of the business.

What to learn from the greats


Twitter is one of the prominent companies in the world that is known for its superior company culture. From hosting rooftop meetings or stressing the importance of a work-friendly environment, they are constantly improving and stressing the importance of company culture.

More importantly, Twitter takes the approach of bettering the employees in order to better the business. Offering free lunch, yoga classes, and an environmentally sound aesthetics at the San Francisco headquarters is just some simplistic ways they try to achieve a healthy and happy work environment.


Being the iconic leader in this company culture movement, Google established a precedent of this new form of culture for an organization. Whether it be offering superior incentives, free meals, or a dog friendly environment, Google was the company to change the status quo and be an aspiration for future companies.

Although as Google has been rapidly growing, they have found it difficult to keep a uniform culture amongst the offices and employees. There has also been complaints by employees in regards to the stress associated with a competitive environment. Especially for companies that are growing in size, the lesson by Google should be be to keep a constant focus on company culture as the team expands.


Codal is a mobile app development agency in Chicago that creates a cultural work environment that encourages innovation, collaboration, and fun. For example every week Codal hosts feedback friday’s for their employees. These days either include cater lunch or happy hour in which everyone is encouraged to voice their thoughts on anything. This encouragement is what drives creative thinking in the office on an ongoing basis.

Another aspect of the company culture is the emphasis on team activities. Whether that includes a night out on the town, bowling or participating in a softball league, Codal wants to provide opportunities for the employees to interact with each other, outside of the work setting.

The Rise of Company Culture
Jenna Erickson


Jenna is the Marketing Manager at Codal, blogger, and technology + startup enthusiast. With a responsibility of Codal's marketing programs and brand management, she is always strategizing new ways to reach clients through content and inbound marketing tactics. In her free time, Jenna enjoys traveling, cooking and reading.


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