THE DNA OF SUCCESS
THE DNA OF SUCCESS:
Current research identifies a clear and welcome shift in the job market: Wages and benefits are important but the company's DNA is increasingly becoming a prominent factor in deciding where to work. This is true for professionals in general, but it is a stronger feeling for new generations. Today's professionals ask, research... What is the contribution that the company makes to society, what do employees, customers, partners think about it?
This DNA typically includes the company's purpose, values, and the reputation it seeks to build within its ecosystem.
Why is winning DNA important in any organization?
Communicates to everyone the direction to follow, generating focus on what is relevant
Inspires and guides behaviors and decisions, routine or strategic
Creates a bond between the employee and the organization and between employees
Facilitates alignment between the different areas of the organization
Stimulates pride in belonging and engages people
Creates market differentials
...HAS A SPECIAL IMPACT ON STARTUPS
In these times when the strength of the “employer brand” (Employer Branding) becomes a fundamental element to attract, engage and retain employees, it is essential that startups define, from the beginning, Purpose and Values, crucial components in the strategy of Employer Branding and strongly demanded by the new generations.
How to create successful DNA?
It is up to the startup's leaders to define the components and content of this document. Predominant practice includes:
PURPOSE - because the company exists, the cause in which it engages
VALUES - principles that guide the company's performance and that underlie the internal culture
MISSION - the products/services made and the benefits they offer
VISION - how it wants to be perceived by stakeholders
The content of each element must be constructed by the leaders based on joint reflections, preferably conducted by an external facilitator, on:
the current and projected business scenarios;
the contexts that impact the organization's current and future management
the expectations and aspirations of all interested parties (stakeholders).
What benefit does creating DNA bring to startups?
It is this winning DNA that:
It will make a difference in the company's success, whatever the outcome considered
It will strengthen the perspective of the organization's perpetuity in line with the defined purpose
It will attract talents that integrate with the purpose, reducing turnover
It will bring market recognition of the organization's purpose
How can DMS help?
Professionals with experience in strategic areas of HR
Market and business vision to support startup growth
Adaptation and flexibility to the themes demanded by the company's moment
Team with proven experience and ability to apply to your context
Market View
McKINSEY ARTICLE - 4/2/21
“...only by creating a coherent and complete identity can organizations thrive in uncertainty, contribute to the world, deliver superior value and create meaning for employees.
GENERATION Z VALUES VALUES
Recent research conducted by Lewis Research and Insights with 2,600 participants from various countries, including Brazil, shows the following results:
For 66% of respondents, the company's values are the determining factor in choosing an employer – For 19%, it is the company's leadership.
The three attributes most valued in a CEO are, in order: Vision, Determination, and Empathy.