Harvard Case - Earthwear Face & Body: Communicating Corporate Culture (A)
"Earthwear Face & Body: Communicating Corporate Culture (A)" Harvard business case study is written by Mary Weil, Julia Cutt. It deals with the challenges in the field of Organizational Behavior. The case study is 9 page(s) long and it was first published on : Oct 15, 2014
At Fern Fort University, we recommend that Earthwear Face & Body implement a comprehensive strategy to communicate its corporate culture, focusing on leadership development, employee engagement, and transparent communication. This strategy will involve a multi-pronged approach, including leadership training, employee feedback mechanisms, and the creation of a clear and consistent communication framework.
2. Background
Earthwear Face & Body, a successful manufacturer of natural skincare products, faces a challenge in communicating its corporate culture effectively. Despite a strong commitment to ethical practices, environmental sustainability, and employee wellbeing, these values are not consistently reflected in the workplace. This lack of clarity has led to confusion and frustration among employees, particularly those in manufacturing, who feel disconnected from the company's stated values.
The case highlights the main protagonists:
- Sarah Jones: The CEO, passionate about Earthwear's mission but struggling to translate it into tangible actions.
- John Smith: The manufacturing manager, frustrated by the disconnect between company values and daily operations.
- Employees: A diverse workforce with varying levels of understanding and engagement with Earthwear's culture.
3. Analysis of the Case Study
The case study reveals several key issues:
- Lack of clear communication: Earthwear's values are not effectively communicated to all employees, particularly those in manufacturing. This leads to a disconnect between the company's stated mission and the lived experience of employees.
- Leadership disconnect: While Sarah Jones is passionate about Earthwear's values, her leadership style is not effectively translating these values into actionable initiatives.
- Limited employee engagement: Employees feel a lack of ownership over the company's culture and are not actively involved in shaping it.
- Siloed communication: Information flows primarily from top-down, creating a lack of transparency and hindering employee feedback.
Frameworks Used:
- Organizational Culture Framework: This framework helps analyze the components of Earthwear's culture, including values, beliefs, assumptions, and artifacts.
- Leadership Styles Framework: This framework helps understand Sarah Jones' leadership style and its impact on employee engagement and communication.
- Communication Theory: This framework helps identify the communication gaps and barriers within Earthwear's organizational structure.
4. Recommendations
Phase 1: Leadership Development & Cultural Alignment (6 months)
- Leadership Training: Implement a comprehensive leadership development program for all managers, focusing on:
- Communicating Values: Training on effectively communicating Earthwear's values and aligning daily operations with these values.
- Active Listening & Feedback: Developing skills in receiving and responding to employee feedback constructively.
- Empowering Employees: Training on delegating tasks, fostering collaboration, and promoting employee ownership.
- Cultural Assessment: Conduct a thorough cultural assessment through employee surveys, focus groups, and interviews to understand employee perceptions of Earthwear's culture and identify areas for improvement.
- Vision & Mission Workshop: Organize a workshop for all employees to revisit Earthwear's vision and mission statements, discuss their relevance to daily work, and brainstorm ways to embody these values.
Phase 2: Employee Engagement & Communication (12 months)
- Open Communication Channels: Establish open and transparent communication channels, including regular employee meetings, suggestion boxes, and an anonymous feedback system.
- Employee Recognition Programs: Implement employee recognition programs that reward behaviors aligned with Earthwear's values.
- Cross-Functional Teams: Encourage cross-functional collaboration by creating teams that involve employees from different departments, fostering a sense of shared responsibility and understanding.
- Internal Communication Strategy: Develop a clear and consistent communication strategy that utilizes various channels, including internal newsletters, intranet, and social media platforms, to share company updates, success stories, and employee achievements.
Phase 3: Continuous Improvement & Monitoring (Ongoing)
- Regular Feedback Mechanisms: Implement regular employee feedback mechanisms, such as performance reviews and pulse surveys, to monitor employee engagement and satisfaction.
- Culture Audits: Conduct periodic cultural audits to assess the effectiveness of the implemented strategies and identify areas for improvement.
- Leadership Coaching: Provide ongoing coaching and support to leaders to ensure they are effectively implementing the new communication and engagement strategies.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core competencies and consistency with mission: The recommendations align with Earthwear's core values of ethical practices, environmental sustainability, and employee wellbeing.
- External customers and internal clients: The recommendations aim to create a positive and engaged workforce that translates into better customer service and product quality.
- Competitors: By fostering a strong and positive culture, Earthwear can attract and retain top talent, enhancing its competitive advantage in the industry.
- Attractiveness: The recommendations are expected to lead to increased employee engagement, reduced turnover, and improved productivity, ultimately contributing to the company's profitability.
6. Conclusion
By implementing these recommendations, Earthwear Face & Body can effectively communicate its corporate culture, fostering a more engaged and aligned workforce. This will lead to increased employee satisfaction, improved productivity, and a stronger brand reputation.
7. Discussion
Alternatives:
- Hiring a consultant: This could provide external expertise and objectivity, but it could also be costly and time-consuming.
- Focusing solely on leadership training: While important, this approach may not be sufficient to address the underlying communication and engagement issues.
Risks:
- Resistance to change: Some employees may resist the changes, particularly those who are comfortable with the current status quo.
- Lack of commitment from leadership: If leadership is not fully committed to the implementation of these recommendations, the effort may be unsuccessful.
Key Assumptions:
- Employees are willing to participate in the cultural change process.
- Leadership is committed to fostering a more engaged and transparent workplace.
8. Next Steps
Timeline:
- Month 1-3: Conduct cultural assessment, develop leadership training program, and establish communication channels.
- Month 4-6: Implement leadership training, launch employee engagement initiatives, and begin collecting feedback.
- Month 7-12: Continue monitoring and evaluating the effectiveness of the implemented strategies, making adjustments as needed.
Key Milestones:
- Completion of the cultural assessment and leadership training program.
- Implementation of employee engagement initiatives, including open communication channels and recognition programs.
- Regular monitoring and evaluation of the progress made in communicating Earthwear's culture.
By taking these steps, Earthwear Face & Body can create a workplace culture that reflects its values and empowers employees to contribute to its success.
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Case Description
By the spring of 2014, the founder of EarthWear Face & Body is in desperate need of part-time employees to help run her successful skin care retail business, which she runs out of her home in North Battleford, Saskatchewan. After eight years of hard work, she has turned her part-time hobby making all-natural skin care products into a thriving business. She sells her products online, through retail stores, at craft and trade shows and at the Saskatoon Farmers' Market. But her successful business has become too much work for her to manage on her own. A failed attempt to bring on a part-time employee made it clear that she needs to develop a targeted recruitment strategy. How can she effectively communicate her corporate culture to attract the best candidates?
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