Beauty Store Business

APR 2015

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4 April 2015 | beautystorebusiness.com Beauty Culture Top left image: gettyimages.com/OJO+ collection; top right image: gettyimages.com/iStockphoto collection Culture Impacts Bottom Line From "teamwork" to "loyalty" to "the vibe" entrepreneurs define company culture in different ways. But nine out of 10 agree that organizational culture is key to their company's success, according to the turnstone "Small Business Culture at Work" report (myturnstone.com). The survey, which examined the role of culture at 515 companies with 100 or fewer employees, revealed that 87% of entrepreneurs feel it helps their businesses thrive by fostering greater productivity and creativity as well as attracting and retaining customers but seven in 10 are unsatisfied with their current culture. Emerging companies are often admired for having vibrant cultures that engage employees through unique office amenities and team-building activities. According to the survey, 80% of respondents consider the physical environment in which they work to play a key role in the company's culture. Specifically: • 26% of business owners see updates to the physical environment to better reflect work behaviors— such as adding a greater variety of places to work, collaborate and socialize—as one of the areas needing improvement. • 31% of entrepreneurs offer employees a variety of workspace options to choose from, including private areas and lounge settings. With only 28% of respondents satisfied with their current company culture, the survey found the other top areas for improvement: • 31%, employee motivation and collaboration • 27%, office perks, such as free lunches and massages Additionally, well-being may not always be top of mind, as less than one-fourth of entrepreneurs said employees feel supported to follow healthy behaviors throughout the day, including stepping away from their desks and changing postures and workstations. Brian Shapland, general manager of turnstone, offered these conclusions, based on the firm's research: • "Companies that place value on their physical space and seek ways to champion employee well-being are more likely to have workers who are inspired, engaged, productive and loyal." • "Leading entrepreneurs recognize that the physical environment can activate their culture, shape the behavior of their people and amplify the performance of their organization." Additional findings of the survey include: Culture carries more weight as companies grow. While start-ups and microbusinesses are often commended for having inspiring cultures, the turnstone "Small Business Culture at Work" report found that company culture becomes more important to businesses as the number of employees rises—particularly after the tenth employee joins the team. Holidays, snacks and training still matter. In addition to giving employees paid time off for vacation and holidays (51%), 47% of entrepreneurs provide complimentary snacks and meals, and 43% offer in-house training and outside seminars for learning opportunities. A trend toward belonging and authenticity is important. Forty-seven percent of business owners encourage employees to display personal items and share their passions that extend beyond work. And while larger companies have made news by asking more employees to return to the office, nearly half of small and emerging companies offer employees the choice and flexibility to telecommute or work from home. 5 Rules of Social Media Social media is quickly becoming a direct means of driving company revenue, but the ways that brands can earn attention authentically on these platforms is still largely misunderstood. Even as social media evolves as a marketing tool, the fact remains that its primary purpose is for shar- ing information that educates, inspires or entertains, and provides context for meaningful dialogue. These five rules of social-media etiquette via PR Newswire's Small Business Toolkit will help you attract and build relationships with the followers that mean the most to your business: 1. Focus the majority of your posts on genuine engagement with customers by replying to posts or tweets, reposting or retweeting and answering questions 2. Do not use automated services for replies or direct messages. These limit engagement with customers and are viewed as spam 3. Be authentic to your brand personality while maintaining professionalism and common courtesy 4. Share quality information that your audience cares about and will build your credibility 5. Be dependable to your followers by maintaining a con- sistent presence ■ Do you have culturally relevant information that our readers ought to know? Send it to senior editor Manyesha Batist at mbatist@creativeage.com.

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