Business Purpose Values Vision | Croft Case Study
Croft
Purpose, Values, Vision, Employee Experience, Employee Engagement: Driving one culture, post-acquisition
Croft provides bespoke IT infrastructure, next generation technology and managed services for businesses of all sizes across both the public and private sectors. Established in 2015, during the time we worked together, the company grew from one office and c.35 team members to multiple UK offices and c.190 team members.
The challenge
Having acquired, and continuing to acquire, many organisations, their CEO – Mark Bramley – was keen to preserve the ‘essence of Croft’ as the company continued its growth. Mark approached Culture Chameleon to support the organisation with capturing its unique culture code, continuing to provide a stand out employee experience and maintaining strong levels of employee engagement.
What we did
Workplace Culture, Employee Experience and Engagement Review
Completing a Workplace culture, employee experience and engagement review enabled us to quickly identify the key areas for Croft to focus on to ensure that the organisation continued to grow in the right way.
Values
So that they engaged with the final Values, it was important to involve the full Croft team at various stages during the Values discovery process.
Starting with a survey, then carrying out a series of online workshops, we worked closely with the leadership team to understand Croft’s tone of voice, how they do things as an organisation and what is important to them. After preparing various drafts of the Values, we carefully word smithed to reach the final version.
With every word, crossing out, full stop and hyphen carefully considered, Croft’s Values stand out from the crowd by design.
Vision
Working with Croft’s leadership team, we uncovered where the organisation is heading – its ultimate goal:
Purpose
Croft’s Purpose statement completes the final piece of its culture code, outlining why the organisation exists, beyond revenue generation.
The Purpose statement centres around Croft’s lead Value – WOW THE CUSTOMER. It follows the same short, punchy tone of voice as the Values and, despite its simplicity, can be interpreted in two ways:
Purpose, Values and Vision Launch
Having completed Croft’s Purpose, Values and Vision, we then supported them to speed up the process of sharing these with the team by designing, and training managers on, a Purpose, Values and Vision launch kit. With a ready-made slide deck, facilitator notes and team exercises, this focused the launch messaging and enabled those involved in delivering the launch to hit the ground running, whilst taking limited time out from their daily work to prepare. Croft also used the launch kit to brief new starters on their Purpose, Values and Vision.
Beyond WOW workshops
Once the Purpose, Values and Vision were launched, we started the process of ensuring that they didn’t simply become Words On a Wall by delivering a series of Beyond W.O.W workshops.
These involved working with Croft’s leaders and managers to provide them with the mindset and toolkit for action to start the process of the Purpose, Values and Vision being lived and breathed in everything the organisation does.
Employee Experience and Engagement
Over a two-year period, we supported Croft on a retained basis, working alongside their People and Culture Manager and Chief Happiness Regulator to create a Purpose, Values and Vision-based employee experience. This included recruitment and selection, onboarding and induction and performance management. We also supported the implementation of Culture Crofties (Values Ambassadors) and Campfires (cross team / location collaboration sessions).
Through regular Happiness Surveys, using our bespoke Culture Dashboard, we were also able to measure and monitor team member engagement levels across the organisation and gauge the impact of all culture-related work.
The feedback
We are a growing company and have made over 15 acquisitions over the past 3 years. As such, developing and maintaining a consistent internal culture has been a real challenge. Laura was recommended to me…and I’m so glad that we have used their services.
Laura and Caroline have been great to work with. Thoughtful, insightful and never afraid to disagree with us or give an opinion. They have really helped us to both better understand ourselves and establish our core Values, Vision and Purpose.
I’m a natural cynic, but am a total convert!
~ Mark Bramley CEO, Croft