In today's labor shortage, the competition to attract and retain top talent is fierce. One key to standing out lies in cultivating a strong corporate culture.
We spoke with Valérie Martin, co-founder of the digital marketing agency Le Bon Plan , to hear her perspective on this topic as an entrepreneur.
A Distinctive Approach
From the start, Valérie Martin highlights the critical importance of corporate culture in her philosophy. "When I had the idea to create Le Bon Plan, I asked myself, 'Where would I like to work?' That's when I realized that corporate culture would be my personal 'why.' From there, it was about implementing it, and I think over time, the company has proven itself in this area. I'm not sure the culture today is the same as it was in the beginning, because it evolves," she explains.
For her, corporate culture goes beyond social media visibility or casual after-work gatherings. It permeates every facet of the company, encompassing decision-making processes, navigating challenges, team support, group activities, meetings, and career advancement opportunities for employees.
She views her commitment to corporate culture as a catalyst for growth and success. Investing in a strong corporate culture not only attracts top talent but also equips the company to better serve its clients and grow with engaged employees.
Creating and Maintaining a Positive Atmosphere
According to Valérie Martin, the first step in transforming a culture is listening to current employees to understand their needs and aspirations, particularly when the workforce spans different age groups. This approach led her to implement a four-day workweek at Le Bon Plan and offer certain social benefits. However, she emphasizes the importance of respecting the company’s limits, as not every request can be fulfilled.
Le Bon Plan also stands out for its commitment to community and environmental sustainability. As a certified B Corp, the company implements initiatives like composting and vegetarian weeks to promote social impact and environmental responsibility.
The pandemic brought specific challenges to maintaining corporate culture, particularly with the shift to remote work. "When the pandemic hit, we had the idea to build an office. We went against the grain! It really focused the team’s energy on something positive, and as soon as the lockdown ended, returning to the office – in a hybrid format, of course – significantly boosted the culture," shares Valérie Martin.
Her integrated approach to corporate culture has helped Le Bon Plan stand out in a competitive market, even earning them a finalist spot at the Gala Stellar in the Human Resource Management Initiative category.
