Corporate culture: everything you need to know in 2025

Corporate culture encompasses the values, norms and rituals that guide "how we do things around here". It influencesengagement, performance, employer brand and image.

To set it up (or reinforce it) :

clarify shared values linked to the company's history and common goal,
align HR and management practices,
bring culture to life on a daily basis through rituals, team building and playful formats.

Contents :

Definition: what is corporate culture?
Why it's strategic (HR, business and employer brand)
The main types of cultivation
Examples of corporate culture (concrete everyday signs)
How to set up (or develop) a strong corporate culture, the 6-step method
Express checklist for installation
FAQ
Conclusion

Definition: what is corporate culture?

Definition: corporate culture is the tacit social order of an organization, a set of shared values, norms and behaviors that guide day-to-day decisions and interactions. It gives meaning and coherence, and is passed on to new arrivals.

Sociologist Edgar H. Schein distinguishes three levels for understanding an organizational culture: 1) visible artifacts (e.g. dress code, workplace layout, rituals),

2) proclaimed values,

3) underlying assumptions (deep-seated beliefs that are rarely made explicit).

This model is useful for analyzing and implementing relevant actions.

In practice, corporate culture plays a key role inengagement, collaboration and reputation (internal/external). It serves as a "glue" that aligns teams around shared values in the service of a common goal.

Why it's strategic (HR, business and employer brand)

Human resources & engagement : a clear culture fosters satisfaction, retention and efficiency; it structures the work atmosphere and social climate. Successful organizations combine culture, management and skills development.
Employer brand & image: well-defined values unite employees and reassure applicants and customers, reinforcing the image and coherence of the corporate message.
Execution & performance: culture guides trade-offs, complements strategy and facilitates collective decision-making, provided it is aligned with business priorities.

The main types of cultivation

1) The 8 cultural styles :

Caring,
Purpose,
Learning,
Enjoyment,
Results,
Authority,
Safety,
Order (structure).

Most companies combine 2 to 3 dominant styles.

2) Competing Values Framework (Cameron & Quinn) :

Clan (cooperation & people-first),
Adhocracy (innovation & risk-taking),
Market (competition & results),
Hierarchy (procedures & control).

This compass helps to diagnose the current culture and design realistic developments.

Remember: there is no such thing as the "best" culture in absolute terms. The key is to match your strategy, your business context and your talents.

Examples of corporate culture (concrete everyday signs)

Artefacts & rituals: space planning (workplace), meeting practices, dress code, ceremonies (onboarding, success celebrations), Slack etiquette.
Operational values: "customer first", "transparency", "continuous learning", "safety first".
Work atmosphere: regular feedback, peer learning, impact ceremonies (CSR), fun times.

These clues help to assess whether your declared culture is actually being experienced ("walk the talk").

How to set up (or develop) a strong corporate culture, the 6-step method

1) Diagnose the existing culture.

Map the 3 levels (Schein): workshops, interviews, listening to rituals and language. Cross-reference with the culture types above to objectify the diagnosis.

2) Setting a course: "common goal" + "shared values".

Clarify your raison d'être and translate it into 4-6 understandable, actionable values (expected behaviors). Anchor them in the company's history to give them meaning.

3) Align HR & managerial practices.

Recruitment, onboarding, development, recognition, policies (telecommuting, dress code, compensation, etc.), leadership rituals. Without HR alignment, culture remains declarative.

4) Daily "living": rituals, team building and fun formats.

- Use regular rituals (reviews, demos, learning ceremonies).

- Focus on quality team building: it strengthens cohesion and satisfaction (links established between culture, teamwork and satisfaction).

- Accelerate through gamification: well-designed game mechanics stimulateengagement (e.g. learning campaigns, sales challenges, health, impact). 100% mobile corporate gaming platforms (e.g. OuiLive) bring culture to life in the field and measure adherence in real time (analytics).

5) Internal communication & employer branding.

Tell your story, explain "what it changes in the workplace", link values and behaviors, share inspiring examples of culture. Alignment feeds employer brand and image.

6) Measure and adjust over the long term.

Track KPIs forengagement, ritual participation, retention, internal NPS. Schedule quarterly reviews and learning loops.

Express checklist for installation

Diagnosis: Schein levels and dominant cultural style(s).
Shared values translated into observable behaviors.
Ritualization: team point cadences, ceremonies, celebrations.
Team building with impact (learning, cooperation, meaning).
Fun experiences (challenges, mobile games, gamification) to bring culture to life.
HR alignment (onboarding, feedback, recognition, dress code if relevant).
engagement and membership KPIs, quarterly review.

FAQ

What's the difference between "organizational culture" and "brand image"?

The first describes what you experience internally (values, norms, behaviors). The second is what the market perceives; it benefits from a coherent, embodied culture.

Is it possible to combine several types of cultivation?

Yes, most companies have a mix of styles (HBR) and fall somewhere in the CVF grid. The challenge: choose accents compatible with your strategy.

Does gamification really work?

Well-designed and aligned with objectives, it improvesengagement and learning. Adapt design to profiles and culture to maximize impact.