Head: Andreas Schubert

Andreas Schubert is appointed Head of the Corporate Culture Program of the Diplomatic Council and will assume responsibity for all worldwide activities related to corporate culture. In 2011 he joined the Great Place to Work® Institut Deutschland as a partner and managing director. As a certified psychologist, he has been involved since the Institute was founded in 2002. His center of activities is set on business development, cooperations, networks and basic researches. For the Diplomatic Council Corporate Program he will focus on workplace environment in international companies and organisations.

Great Place to Work®

Great Place to Work® With the appointment of Andreas Schubert as Head of Corporate Culture Program, the Diplomatic Council has also entered into a global collaboration with Great Place to Work®.

Great Place to Work® is an independent, international research and consultancy network that supports enterprises across all sectors and of all sizes in approximately 50 countries worldwide in developing an attractive, employee-oriented workplace environment.

In addition to individual analyses, training and consultancy services covering the areas of workplace culture and employer branding, the Institute also identifies – by means of international, national, regional and sector specific benchmark researches – highly attractive employers on a regular basis and makes them public. The Great Place to Work® competitions for workplace environment and employer branding are one of the most important competitions worldwide. The Diplomatic Council strongly advocates this approach and has selected Great Place to Work® as its trusted partner.

Corporate Culture characterizes the self-perception and personality of a company. It is based on a visible system of values and on the related action concept. A specific form of corporate culture is the workplace culture which means the self-image of a company about the value of its employees and the interaction with its personnel. Robert Levering, one of the leading intellectuals in this field, says: “An attractive workplace is identified as a place where people trust their employers, are proud of the work they do and are happy to work together with their colleagues”.

Trust is the core feature of an excellent workplace culture. Trust is created by the perceived trustworthiness of the management, the respect and the degree of fairness shown to the employees. Pride and team spirit are further crucial factors evident for an excellent workplace culture. This empirical and international model of an attractive and employee-oriented corporate culture forms the basis for the work of the Global Corporate Culture Forum of the Diplomatic Council.

Terms related to Corporate Culture

In connection with corporate culture, various other terms are often used to clarify its different aspects.

Corporate behaviour (CB) describes the conduct in the public and towards important groups such as customers, suppliers, partners and employees. Corporate behaviour is characterised by the financial policy of the company, its employee management and the response to criticism. Corporate Behaviour is the description of a company’s public appearance. In many cases, there is a discrepancy between self-perception, the guidelines of the company and the real conduct.

Corporate Communication (CC) comprises the entire corporate communication – internal and external. Corporate communication is used for advertising measures, public relations as well as for internal communication. Corporate communication is a means to provide a uniform appearance and to increase the image of the firm.

Corporate Identity (CI) is the overall image of a corporation and it distinguished a company from others.

Corporate Design (CD) describes the visual identity. Corporate design is used when creating corporate symbols (company logo), work wear, letters, business cards, online presence, corporate architecture of the factory sites, colours and others. Corporate design is increasingly complemented by further sensory features such as acoustic appearance (audio-branding or corporate sound) or the olfactoric appearance (Corporate Smell).

Corporate Language (CL) is the specific language level used in a company. Corporate Philosophy (CP) is the self-image of the company founder and mirrors his original intentions. CP forms the fundamental corporate level with basic information regarding values, norms and roles.