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Identifying and Supporting community Culture

In order to support your company's corporate culture using e-mail, you first have to identify, or classify, your organization's culture. It's often difficult to classify a corporate culture because most cultures consist of a variety of characteristics. The values of one culture often overlap with those of another. However, most corporate cultures have a defining factor.

The defining factor is usually the main focus of the organization. It's what the organization strives to be and what it tries to communicate to clients. The defining factor is the basis of the company's mission statement and overall vision for the organization. Four different types of corporate cultures are described below.


  • Performance culture. A performance corporate culture is very competitive and extremely focused on the end result. It is task-oriented and recognizes individual goals and accomplishments. Efficient operations of day-to-day tasks are more important than interpersonal relationships.
  • Cooperative culture. A cooperative corporate culture views the organization as a team. There are common and consistent goals and shared rewards among employees and managers. Relationships are built on trust and respect because of common team interests.
  • Quality culture. A corporate culture that is dedicated to quality strives to give the best at every possible moment. All employees are expected to deliver on their promises and exceed expectations.
  • Nurturing culture. A nurturing corporate culture values its employees for who they are, as well as for their specific skills and contributions. It strives to create a community feeling. A nurturing culture enables employees to learn and grow personally as well as professionally.
Once you identify the culture of your organization, you can design your e-mail messages to support its defining factor. One of the most effective ways to support the culture is with the e-mail message content.



In the body of the message, you need to reinforce the defining factor of the culture. You can support different corporate cultures by varying the focus of the message while still conveying the same basic information, as explained below.
  • Performance culture. If your organization has a performance culture, your e-mail messages should focus on individual contributions or obtaining results.
  • Cooperative culture. To effectively support a cooperative culture, your e-mail messages should emphasize the combined effort of team members.
  • Quality culture. If your organization has a quality culture, your e-mail messages need to emphasize the idea of excellence, delivering on promises, or exceeding standards.
  • Nurturing culture. To effectively support a nurturing culture, your e-mail messages should highlight professional growth or the contribution and skills of the team members.
To support Community culture, the content of e-mail messages should draw attention to the defining factor of the culture. It should reinforce the principles of the organization.



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