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企業文化とは?重要性と構成する要素、作り方と浸透のポイント|HRドクター|株式会社ジェイック 企業文化とは?重要性と構成する要素、作り方と浸透のポイント
企業文化は、組織に存在する価値観や考え方、行動規範の集合体です。企業文化は、事業内容やサービス内容、組織図のように目に見えるものではありません。しかし、良い企業文化は、競争力や他社との差別化につながるパワフルな要因となります。
一方で、悪しき企業文化は、戦略や施策の実行、イノベーションや組織変革を妨げ、組織が成長・存続するうえでのリスク要因になります。記事では、企業文化の意味や重要性を確認したうえで、企業文化の作り方と浸透させるポイントを解説します。
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企業文化とは?
企業文化は、組織内に浸透・共有されている価値観や考え方、行動規範を指すものです。
企業文化は必ずしも言語化されているとは限らず、不文律や暗黙の了解のようなものであることも多いでしょう。ただし、目指す組織文化やシンボルとなる価値観が言語化されていると、メンバーに浸透させるうえでは効果的です。
組織文化は、組織内のメンバーにとって、意思決定や仕事の質を考える基準となるものです。また、外部から見たときの「〇〇社さんってこういう企業だよね」「こういう人が多いよね」という印象(企業イメージ)にもつながります。
企業文化の重要性
企業文化は、事業内容や商品・サービスの競争優位性、社内の組織構成や各種規則と比べると見えづらいものです。事業内容や組織構成が地面に生える木の土から上、「幹」や「枝葉」の部分だとすれば、企業文化は「根」にあたる部分であるとも表現できるでしょう。
良い企業文化は、表面的には目に見えるものではありません。しかし、日常の意思決定や行動規範であるからこそ、木の成長を支え、地面の下から水分や栄養を送り込む役割を担います。
逆に、悪しき企業文化は、地面の下で根が腐っている状態です。悪しき企業文化がある組織で優れた事業戦略を作り、商品・サービスの販売施策を実行しようとしても、根から十分な水分や栄養が送り込まれない状態では、いつか木は枯れてしまうことでしょう。
優れた企業文化の確立・浸透は、企業に以下のような効果ももたらします。
組織開発
優れた企業文化は、メンバーの思考を良い方向に刺激し、主体性を引き出し、挑戦を促進します。企業文化の浸透によって社員の主体性が高まると、人と人との相互作用や関係性の向上によって組織力は向上し、組織も活性化します。
現在のビジネス環境は、過去のように「規模の経済」や「効率化」を追っていれば良いわけではなく、目まぐるしく動く外部環境や市場への変化対応が求められます。そのため、良い企業文化の確立・浸透は従来以上に重要なものとなります。
エンゲージメント強化
企業文化の確立・浸透ができている組織は、「組織が目指す在り方」や「メンバーに求められること」が明確です。
ミッションやビジョン、バリューに共鳴して入社した人にとって、掲げたミッション・ビジョン・バリューを実際に実現しようとしている組織は、働きがい(働きやすさ+仕事のやりがい)が高まる環境です。
働きがいのある職場は、メンバーと仕事、メンバーと組織のエンゲージメントを高め、定着率や生産性を向上させるでしょう。
人材獲得
メンバーのエンゲージメントは、リファラル採用や採用選考を通じた優秀人材の獲得につながります。
組織に継続的に貢献する優秀人材の採用には、成果をあげるためのスキルだけでなく、自社とのカルチャーフィットが重要です。カルチャーフィットとは、企業文化と個人の価値観が合うかどうかということになります。
スキルは、入社後の教育や経験で向上させることも可能ですが、個人の価値観を変えることは非常に困難です。したがって、カルチャーフィットは、採用の視点として不可欠なものになります。
企業文化が明確になると、メンバーが自社のカルチャーを自覚しますし、外部から見ても固有のカルチャーを認識しやすくなります。したがって、選考側・応募側の双方でカルチャーフィットの視点を意識することが可能になります。
マネジメントの容易さ
優れた企業文化は行動規範であり、意思決定基準です。メンバーの基準を高め、セルフマネジメントを促進するものでもあります。また、企業文化は共通言語となり、意思決定基準の共有、メンバーの指導、フィードバックなどを非常に行ないやすくします。
したがって、優れた企業文化の確立・浸透ができると、組織のマネジメントは容易になります。
組織スピードの向上
企業文化が確立・浸透すると、高い基準によるセルフマネジメントが促進されます。また、共通言語の浸透は、組織のスピードや連携も向上させます。
外部環境の変化が著しい状況で、組織の意思決定や実行スピード、組織内の連携は大きな競争力となり、業績や組織の成長につながります。
企業イメージの向上
目指す企業文化を自社サイトなどで公開し、実践していくと、顧客からの企業イメージ向上につながります。
ただし、企業文化を掲げているだけの状態で、行動規範などと反する行為が行なわれていた場合、逆に企業イメージを損ねることもあるでしょう。企業文化は掲げるだけでなく、浸透させてこそ価値につながります。
競争優位性の向上
どのような業種にあっても、商品・サービスの開発や改善、販売や提供にはメンバーが関わります。良い企業文化の確立や浸透は、メンバーの判断基準、実行力、連携を良い意味でそろえます。
そして、優れた商品開発、ユーザー目線での改善やイノベーション、心配りやスピード感のある提供につながり、競争優位性を向上させるでしょう。
企業文化を構成する基本要素
企業文化は以下の基本要素で考えると、非常にわかりやすいです。
- ミッション : 企業が果たすべき使命、企業理念
- ビジョン : ミッションの実現を通じて作り上げる世界
- バリュー : 組織内で大切にしたい価値観、行動指針
ミッションとビジョンは「我々が組織の外にどのような価値を提供するか?」であり、バリューは「我々は価値提供するうえで(価値提供するために)何を大切にするか?」です。企業文化を浸透させるためには、ミッション・ビジョン・バリュー三位一体での浸透が重要です。
企業文化の作り方と浸透させるポイント
企業文化は「浸透」が最重要です。目指す企業文化を言語化して掲げただけで、優れた企業文化が実現するわけではありません。優れた企業文化を作り上げる、価値観を浸透させるうえで、大切になるポイントを以下で紹介します。
言語化する
企業文化を作る第一歩は、ミッション・ビジョン・バリューを言語化することです。言語化によって、自分たちが何を大切にするのか、何を目指すのかが明確になります。
とくに企業文化を作るうえでは、バリューの言語化は大切です。バリューの言語化は自社で大切にする価値観や行動指針を「わかりやすい言葉」として整理することです。
整理するときに数が多すぎると曖昧になってしまいます。「このバリューに反するものは絶対に許さない」という基準で、大切にしたい価値観を絞り込むことが大切です。
絞り込む要素には、適切な数があるわけではありませんが、多くの企業では3~10個ぐらいにまとめられています。下記の記事も参考にしていただくと良いでしょう。
中長期な視点で継続する
優れた企業文化が形成されると、多くの効果が得られます。しかし、企業文化の浸透は、半年や1年という短い期間で結果が出るものではありません。一般的には、効果が見え始めるまで3年かかります。したがって、3年間を企業文化の浸透期間と捉えて、著しい成果が見えなくても粘り強く継続することが大切です。
組織の全メンバーが暗記しているレベルまで知らしめる
企業文化を浸透させるうえでは、全メンバーがミッション・ビジョン・バリューを暗記している状態がファーストステップになります。
メンバーがバリューを覚えているからといって、実践されているとは限りません。しかし、バリューを覚えていないとしたら、実践されていない状態であることは確実でしょう。
覚えるためには、数多く触れる機会があることが大切です。経営陣からのメッセージ、研修・朝礼、ミーティングなどのなかで、触れる機会を増やしていきましょう。
また、常に持ち歩ける、見る機会を増やすという意味では、カードにして配布したり、社員証の裏面に印刷したり、スクリーンセーバーやデスクトップにすることも一つの手段です。
実際の仕事と紐づける
覚えた内容を実践するには、「自分の仕事」「日常の仕事」とバリューとの紐づけがポイントです。リッツ・カールトンホテルの朝礼を使ったクレド浸透の取り組みは、バリューと仕事との紐づけを考える上で良い事例です。
クレドとは、リッツ・カールトンホテルにおいて「わが信条」と呼ばれるバリューのことです。リッツ・カールトンホテルでは、毎日の朝礼でクレドの一つをピックアップして、実際の仕事でどう実践されたか、どう実践するかをメンバー同士で発表・ディスカッションしています。
朝礼で繰り返し取り上げることで、組織に新たに入ってくる新入社員や中途社員にもバリューを浸透させられます。バリューは、抽象的な表現になりやすい特徴もあります。浸透のためには、実際の仕事と紐づけるプロセスが不可欠です。
マネジメント層が実践し、発信する
経営陣や管理職の本気度や姿勢が、企業文化が変わりバリューが浸透するかを左右します。逆にいえば、経営陣や管理職が実践していない企業文化やバリューが組織に浸透することはないでしょう。
経営陣や管理職がバリューを体現し、メンバーへの指導やフィードバックなどで活用してこそ、企業文化がお飾りではなく、実際の行動として浸透します。
企業文化に沿った評価制度を整える
企業文化を浸透させるには、ただ成果をあげているだけの人材ではなく、自社のミッションやビジョンを理解してバリューに沿って行動して成果をあげている人材が評価される必要があります。
人事評価は、企業からの「何を評価するか?」というメッセージです。「バリューで定めた価値観や行動指針を守っているか?」を人事評価に盛り込みましょう。
企業文化に反する行為に断固として対応する
企業文化やバリューを形だけのものにしないためには、バリューに反する行動に対して断固とした対応をすることが求められます。逆に、企業文化やバリューに反する行動を見逃してしまうと、「所詮はお飾りであり、口だけだ」という認識が一気に広がってしまいます。
人事制度と同じように「バリューに反する行動にどう対応するか?」は企業からのメッセージです。注意深く対応しましょう。
まとめ
企業文化は、組織の成長を支える土台です。組織を「木」に例えるなら、見えづらいですが、「幹」や「枝葉」を支え、水分や栄養を送り込む「根」にあたる重要なものです。
優れた企業文化は、以下のようなメリットを組織にもたらします。
- 組織開発
- エンゲージメント強化
- 人材獲得
- マネジメントの容易さ
- 組織スピードの向上
- 企業イメージの向上
- 競争優位性の向上
優れた企業文化を確立するためには、自社のミッション・ビジョン・バリューを言語化したうえで、3年の時間軸で浸透させるための施策を徹底しましょう。経営陣からのメッセージや研修、朝礼等で繰り返し触れることが大切です。
また、人事評価制度への反映や経営陣自身の実践、バリューに反する行動への対処などは、経営陣のリーダーシップが試される部分でもあります。
優れた企業文化が浸透すれば、非常に強力な効果が得られますので、記事を参考にぜひ目指す企業文化の言語化や浸透に取り組んでみてください。
著者情報
株式会社ジェイック|取締役 兼 常務執行役員
近藤 浩充
大学卒業後、情報システム系の会社を経て入社。
IT戦略事業、全社経営戦略、教育事業、採用・就職支援事業の責任者を経て現職。企業の採用・育成課題を知る立場から、当社の企業向け教育研修を監修するほか、一般企業、金融機関、経営者クラブなどで、若手から管理職層までの社員育成の手法やキャリア形成等についての講演を行っている。
昨今では管理職のリーダーシップやコミュニケーションスキルをテーマに、雑誌『プレジデント』(2023年)、J-CASTニュース(2024年)、ほか人事メディアからの取材も多数実績あり。
著書、登壇セミナー
・社長の右腕 ~上場企業 現役ナンバー2の告白~ ・今だからできる!若手採用と組織活性化のヒント
・withコロナ時代における新しい採用力・定着率向上の秘訣
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・社長が知っておくべき、業績達成する目標管理と人事評価
・社長の右腕 ~ナンバー2の上司マネジメント / 部下マネジメント~
・オーナー経営者が知っておきたい!業績があがる人事評価制度と組織づくりのポイント
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