Creating a digital culture is a challenge for many B2B companies. Especially with the current scarcity on the labor market. It is difficult to attract good people and retain staff with technical knowledge.
The market is changing and B2B companies need to change with it if they are to exist in a few years' time. Change also means: creating a digital culture. The expert group has 7 tips. Herbert Pesch (director of B2B digital agency Evident) and Roelof Swiers (Intershop) are co-chairmen of the B2B Digital Expert Group. Despite the large number of competitors, ERIKS Digital continues to find ways of attracting top talent and creating a successful working culture. How do you create it? Adriaan van der Heijden (Recruiter at ERIKS Digital) and Marieke Hermans (Digital Director) give a number of tips.
Good people are scarce
Creating a digital culture is a challenge, especially with the current shortage on the job market. It is difficult to attract good professionals and to keep people with technical knowledge. Yet as a B2B company, you don't have to despair.
Tip 1: hire people with a digital mindset
By attracting people with a digital mindset, you bring about change in the corporate culture. But how do you find these people? Adriaan van der Heijden, Recruiter at ERIKS Digital: "People find it increasingly important what values the company has. It's not so much what you do, but mainly how you do it, which strengthens employer branding. You can demonstrate these 'values and motivations' by starting a blog, for example. Furthermore: be proactive and approach the people you want in a targeted way. When sending a message to a candidate, it is important to distinguish yourself from other recruiters by making the message as personal as possible, for example by responding to someone's talents or hobbies. Mass communication doesn't work anymore, personal communication does. An advertisement on LinkedIn can work, but the chance of success is greater if you go to events where the talent you want to have will also be there. And don't forget your own network: maybe good employees also know people who want to work for your company".
Tip 2: new style job interviews
If your ideal candidate comes up for interview, give feedback immediately. That way you get to know each other better. Let the candidate know what the most important values of the company are and be realistic about the job. The time when candidates only had an interview with the manager is behind us. That's why we also hold peer-to-peer interviews, so that the candidate gets a better idea of the team and vice versa.
Tip 3: work on engagement
You want your people to feel involved with your company, think of the following methods: Employee hired? Make sure that he/she gets a buddy from another department, so that the new colleague learns how the company works, both practically and socially.
Give the new colleague a welcome package and make him/her feel at home in the new department as soon as possible. Social events such as get-togethers and parties are important for the right working atmosphere. An organization should be a place where people feel happy. You can find out whether your approach works by regularly measuring employee engagement.
Tip 4: diversity
"I'm convinced that one of the reasons we're so successful is that the team is perfect. It includes no less than 25 nationalities and people from different backgrounds. Diversity is important, because it gives energy and new insights. I believe that various teams can achieve better results because it better reflects society," says Marieke Hermans, digital director of ERIKS Digital.
Tip 5: feedback
Continuous feedback and open communication are important. Organize 1-on-1 performance reviews: what went well / what could be improved? What does the employee expect from the manager? Set quarterly goals that are aligned with the organizational goals. Finally: if an employee leaves employment, hold an exit interview. People who leave are often the most honest and can give valuable feedback.
Tip 6: make the job interesting
The more mature the position is in terms of content, the more people you connect to your organization. Also make sure that good people can grow in their function or easily move on to another role. Listen to individual wishes and offer courses, training and coaching. For example through online learning platforms (such as Udemy and Goodhabitz). Encourage employees to attend conferences (also abroad) and organize company brainshares: meet-ups on topics that are important to the organization.
Tip 9: working agile
Agile working fits into a digital culture. You can quickly deliver (partial) projects and co-create with your client. Adjusting and switching can be easier than working according to traditional project methods. Because continuous feedback is given, the output is of better quality. This ensures that the team remains motivated and the costs of rework are saved.
With these tips and ideas you will go a long way in creating a digital culture, also in a B2B environment. We are looking forward to more tips:
