In the first three years of building an agency, we’ve learned that numerous company benefits can help draw in talents, but what will keep the talented designers and marketers engaged is doing work that makes a difference.
We also learned that building a strong agency culture doesn’t happen overnight. It’s actually quite challenging to build because it needs to be grown naturally, almost effortlessly. Offering free beer on a Friday afternoon and organizing team buildings are great ways to get things started. Still, professional employees look for more out of agency management. They want to feel like they belong to an organization built on basic moral principles, integrity, and purpose.
And we can positively say that purpose is the keyword here. If you create a purpose-driven culture, you will be able to attract and retain talents (and clients!).
Here’s how to do work that matters and, ultimately, strengthen your agency culture:
Take on pro bono clients
Taking on pro bono work gives teams greater creative freedom, which leads to higher work satisfaction. Your employees will feel good about themselves and the work they create, knowing that they are contributing to a cause and helping the ones in need.
Allow employees to suggest organizations they are passionate about
It might seem strange to allow employees to be involved in the process of selecting clients. Still, this step is an essential component of building a strong agency culture.
Encourage employees that volunteer in organizations to suggest those organizations. This could be extremely beneficial for the agency, as volunteers can recognize areas within an organization that need the most help.
As a leader, show employees that you care about them and their work
It’s essential that you, as an agency leader, show that you care not just for your clients but your employees, as well. FaceTime your teams, offer them your help and expertise, and they will be more productive and engaged.
The one thing we would not suggest you do is micromanage teams and be involved in each step of the creative process. Doing so can make teams question their knowledge and the quality of the work they produce, leaving them dissatisfied and with lower self-esteem.