The Google Model Won’t Be For Everybody

In just a few decades, the rise of technology and the internet has dramatically changed the way we operate. We don’t have to leave the comfort of our own home to order everything we need, from groceries to counselling; we can access it via the net.  In some industries, the sheer pace of change in business has resulted with the more traditional business culture falling by the wayside, to be replaced with a casual and informal style both with colleagues and interaction with customers. The suit and tie has been replaced with jeans and trainers and the 9-5 work day with flexible and home working. Sounds great – but what though, does this mean for productivity?

There have been numerous research studies conducted that have proved that people feel more focused and productive when they’re dressed in traditional work wear.  Why then, do companies such as Google operate a casual dress code and manage to be one of the most successful companies on the planet? I believe it comes down to company values and culture. Google employees are given the freedom and flexibility to wear what they feel comfortable in to work at their optimum. Looking after their employees is Google’s number one mission – losing excellent talent to the competition is a real and expensive threat Google tries to minimise. So a trusting and empowering approach infuses all that they do, from dress code to ensuring everyone has the opportunity to share and generate new ideas, making a difference no matter what level.

That doesn’t mean however, that all business needs to operate an informal culture to succeed. What is important is that those in the driving seat have identified exactly what the company is aiming to achieve, the values that underpin all that they do, the essential customer experience, the necessary skills, attitude and behaviours to deliver a product and carved a consistent culture that is reinforced positively again and again. So it’s not the informality at Google that results in productivity, it is the value they place on their approach to people that generates success.

So, for those traditional businesses looking to modernise and attract new blood, don’t feel you need to don a cap and trainers to demonstrate you’re at one with the times. Be brave in carving out your company values and desired behaviours and reinforce it with imagery, model behaviour and reward. If a suit and tie is what you want, that’s fine, just make sure everyone knows what is expected of them and what their boundaries are. And if you’ve decided to transform from a suit and tie to smart casual, ensure that transition is threaded through all your communications internally right through to a positive customer experience.

Productivity doesn’t fall because of a change in tradition; it falls with lack of consistency, poorly communicated expectations, unclear boundaries, negative consequences and lack of buy in with change. Transforming something as simple as dress code or working hours needs to be approached comprehensively so everyone has an opportunity to contribute, understands what is expected of them and has support in transition.

Starting with why you are in business and what you’re striving to achieve will help you define your values. From there, you can carve out the desired customer experience and all the behaviours you need to achieve that end goal. Retaining employees that buy into your brand will be your number one concern, so ensure you offer them an environment that promotes trust, empowerment and reward.