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How corporate culture helps make companies more future-proof

A positive corporate culture is one of the key factors for success in a competitive environment. Find out now what makes for a good corporate culture and what opportunities it offers.

06 Apr 2026 6 min read

Nicolas Steiner

C&RE Communication & Engagement

When companies prioritize a strong culture, they are generally more profitable and better positioned for the future.
Positive qualities such as trust and a sense of belonging are more and more important to both employees and job seekers.
Low employee turnover, a positive employer brand and open communication are all indicators of a strong corporate culture.

The world of work has always been in a state of flux. Changes such as the widespread adoption of remote work and modern working models based on the principles of “New Work” have long since become the norm. Attention is now shifting to increasingly innovative technological developments and the resulting restructuring of the workday. While discussions continue about the nature, duration and stability of work, corporate culture seems to be one of the few elements that remain consistent in successful companies.

For example, a Gallup study (2024) conducted in Germany shows that a strong corporate culture results in a much higher employee retention rate of just under 72%. Last but not least, companies with a strong and positive corporate culture are approximately 29% more profitable than their competitors.

Another advantage is that the strategic integration of a positive corporate culture makes companies more agile and open to technological change, as shown by the University of St. Gallen’s Trend Barometer.

A strong corporate culture provides security

Corporate culture, as such, is based on the one hand on a system of shared values and, on the other hand, on the fact that these values are exemplified by senior management. Consequently, the management sets the tone for the values that prevail throughout the company and determines how strongly the corporate culture is embraced. A culture that is deeply embedded in a company is apparent in many different ways.

Examples include:

the way employees treat one another
communication with customers
conflict resolution

A positive corporate culture also fosters a sense of security and gives team members the feeling that they are working together toward a shared vision. That is exactly what many workers in Switzerland are looking for. According to surveys, more than half of the employees find the current changes in their daily work routine too overwhelming. This is partly due to the technological and social upheavals that are having an increasingly significant impact on the world of work. Amid these uncertainties, employees are looking for an environment that enables them to acquire new skills to cope with these changes while continuing to provide them with a sense of security.

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The values that shape a corporate culture are unique to each company. However, there are universal factors that every company should have in place to foster a positive culture.

1. Leadership culture: vision and inspiration

A survey of employees at the 15 companies recognized as “Best Workplaces” in Switzerland showed that company leadership plays a particularly significant role in employee satisfaction. Many of the respondents classed clear strategic leadership as one of the most important factors for a strong corporate culture. Management should therefore clearly convey and communicate the vision it is pursuing. This vision must be evident for all employees and be based on values that everyone in the company can embrace.

When management leads by example, it automatically inspires the personnel. Employees feel like they belong and are happier in their working environment. A clear, understandable vision that is supported by senior management also makes a company more capable of innovation because strategic changes can be implemented more quickly and easily when they are in line with the corporate vision.

2. The role of employees in developing a corporate culture

Although strong leadership is important, corporate culture should not be dictated by this aspect alone. To foster a sense of belonging in the company, employees should also be part of the cultural process.

Tools such as transparent communication, feedback processes and participatory decision-making structures foster a culture of active participation. At the same time, self-management skills are also a key pillar of corporate culture: taking the initiative and tackling challenges in a structured manner actively contribute to a resilient culture. For this to succeed, it requires a combination of employee proactiveness and the company’s willingness to give the team sufficient development opportunities.

A staff survey at Switzerland’s 15 “Best Workplaces” shows just how important this balance is to employees. They consider both highlighting personal milestones and supporting employee's personal development to be among the most important factors for a successful corporate culture.

3. Mutual reinforcement of recruitment and culture

If a company wants to be able to recruit promising talent, it needs to become an attractive employer. This is the conclusion reached by the University of St. Gallen’s Trend Barometer. A positive corporate culture is a major factor that sets companies apart from their competitors in the labor market. Many talented individuals are seeking a culture that prioritizes security and a sense of belonging while treating employees as equals. Companies that firmly integrate these values into their work processes are usually at an advantage because they foster a strong sense of unity through open communication, address employees’ concerns and stand firmly behind their vision. Furthermore, companies can meet the expectations of many job seekers if they are able to foster an atmosphere of autonomy by offering flexible remote working options and ensuring a healthy work-life balance thanks to part-time working models.

A successful corporate culture is built on multiple factors that both positively impact the company’s financial position and enhance its internal and external image. The following indicators may be signs of a positive and supportive corporate culture:

Employees give the company positive ratings on third-party platforms such as Kununu or Glassdoor.
Staff turnover is low – employees stay with the company for a long time and the resignation rate is low.
The company values are clearly communicated, and the company is open to criticism and feedback both internally and externally.
Employees speak positively about the company both online and offline.
Diversity and inclusion are actively promoted within the company to foster a broad range of professional and interpersonal perspectives.
The company is forward-thinking and open to new technologies and sustainable solutions.
The company is aware of its social responsibility and is committed to society and the environment, without constantly worrying about its public image.

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In an ever-changing working environment, corporate culture must also continue to evolve.

Trust, a sense of belonging and positive values are becoming increasingly important and shape a company’s vision.
A strong corporate culture makes companies more resilient and agile, enabling them to respond to new technologies and trends.
Factors such as low employee turnover, a positive employer brand and open communication are indicators of a strong corporate culture.

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A strong corporate culture provides security

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