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INTERVIEW
INTERVIEW
THE CULTURE
OF WORK
DAN PEARLMAN — THE NEW WORK EXPERIENCE
CREATING CORPORATE CULTURE
Marcus Fischer, Creative Director at
dan pearlman Group and Professor for
Brand Management about the meaning
of a holistic corporate culture
What exactly does “The Culture of
Work” express?
Generally, the involvement of employees
in a company creates the overall
structure. Employees shape values
with their work and crucially contribute
to the value of a company. How
successfully they increase a company’s
value with their work no longer
depends solely on the salary’s amount,
but on how they value their own work.
Thus, the employee defines the value
of one's own actions and finally the
value of one's self. Companies can
not win the battle for the best minds
by offering money only. They have to
offer their employees business goals
that align with their identity and which
makes them want to act as a brand
ambassador.
How can companies achieve this?
Companies in mature markets may no
longer rely only on maximizing profits.
They need goals that create meaning
and stand for a positive system of values.
Here, we feel an ethical responsibility
of businesses to give society
something back. This responsibility
could even be understood as an entrepreneurial
duty, especially for globally
present companies. Being Internal
Branding & New Work Specialists, we
elaborate those strategies together
with the company, which then serves
as an internal branding and corporate
culture campaign able to involve all
their employees. We know that investing
in the employees means investing
in the brand’s value and therefore investing
in the company’s value. Every
measure aiming for internal branding
and corporate culture is better than
none.
Doesn’t corporate culture
mainly refer to beautiful workspaces?
First of all, the three major atmospherical
themes light, air, and noise
play a big role in expressing appreciation
toward the employees. A good
start is when the workspace meets
the employees’ needs, the physiological
needs, and the legal framework
is fulfilled. Putting functionality aside,
people of course prefer working at
a well-designed, well-organized and
well-equipped place, which focuses
on the employees’ needs. Thereby the
spatial experience and the behavior
are strongly connected. What has to
be created is an overall concept of
identity which suits the brand and can
be recognized throughout
the space.
Will the digitalization make work
environments superfluous?
Surely digitalization will have a strong
impact on the future of work. Analogue
and digital will merge into one
hybrid space including an increase of
neurological interfaces. Nevertheless,
people live in a physical world. They
long for real experiences. Inspiration
and creativity mainly rise due to real
encounters. Because of this, employees
will continue working in physical
locations. It is important to cultivate
this kind of working culture.
DAN PEARLMAN — THE NEW WORK EXPERIENCE
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INTERVIEW
INTERVIEW
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