3 ways to translate company culture to a virtual world

While 2020 was a year many are eager to forget, there were important lessons companies learned that should not be dismissed, including the ability to know the difference between perks and culture.

Many companies faced a stark reality check when offices shut down and workforces went entirely remote. Beautiful office spaces closed and ping pong tables, game or nap rooms, farm-to-kitchen catered lunches and unlimited snacks all went away. Plenty of business leaders thought those flashy perks were what retained employees. But they were wrong.

Culture is about far more than any one “thing.” Culture is time with leadership. It’s a company’s investment in an employee’s career growth and development. It’s training and mentorship programs. It’s how companies support local communities. The clearest example when distinguishing the difference? The freedom to bring your dog to work is a perk. If the CEO texts an employee when their dog passes away, that's culture.

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In a recent LaSalle Network survey of more than 2,000 students from the class of 2021, when asked what they consider when deciding what company to join, majority stated company culture. It is crucial that companies look at the environment and culture they had in-office, pre-pandemic, and consider what has carried over virtually. Whether they will keep workforces entirely remote, bring employees fully back in-office, or commit to a hybrid model with both remote and in-office workers, it’s important to consider the current culture and what can be done to advance it and attract and retain top talent. Here are three ways to do that.

Conduct a processes inventory
Culture is made up of the employee’s experience, and a lot of what was done in-office can be replicated, with some adjustments. Start by outlining all parts of the employee experience — from the interview process to onboarding, training and so on. Consider what was done pre-COVID, before offices shut down. Now consider what can be translated virtually.

For example, at LaSalle Network, for each start class of new hires, the executive team joins them in a conference room at 7:30 on the Monday they start for a meet-and-greet. As we hire and onboard virtually, we’ve maintained these introductions via Zoom because they are a part of our culture and important in our new hire experience. Revisit your cultural staples and make sure they haven't slipped through the cracks.

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Create connections
Whether it’s events like virtual game nights and team lunches or organized philanthropic opportunities for employees, creating connections starts with company leaders. If company leaders are not making an effort to create opportunities for people to come together, why would the employees bother? Look at what traditions took place in the office and explore how to replicate them in a virtual setting. And ask your employees for ideas on new things the company can start doing! Not only will you gain their buy-in, but employees will more likely get involved.

Have empathy
Employees experienced a lot in the last year and a half — fear, panic, anxiety, discomfort, loneliness and sadness, among others. As leaders manage people from afar, it’s that much more important to schedule frequent one-on-one time to get a real-time gauge on how employees are feeling and doing. Beyond talking through project status updates, it’s an important time for leaders to simply ask them, “How are you feeling?” It a simple question that leaves a lasting impression.

Leaders have to show they care, because when they do, they’re building trust with employees. The best leaders are those who know when an employee needs space and time, and when they need motivation to power through. This comes by spending time with each worker to learn and understand their individual drivers.

Read more: PepsiCo embraces the future of work with hybrid schedule benefit

Leading virtually was a new concept for many managers at the start of the pandemic, and nearly a year and a half later, leaders are still learning. Use ideas from other companies as they share them on social platforms, and tap into your own network to brainstorm and discuss new ways to re-engage employees. In today’s strong jobs market, it’s that much easier to lose a candidate’s attention or top talent if not focusing on translating your pre-pandemic culture virtually, or enhancing it.