HB Blog

Insights from the leadership at HB on technology and culture

Unified Culture: Tech Adoption Thrives in an Organization that Promotes its Use

on November 21, 2014

Communication is the key to unlock the cultural barriers in any organization. The easier it is for employees to access the channels of communication, the faster the journey to implement a unified organizational culture.

Communication is the key to unlock the cultural barriers in any organization. The easier it is for employees to access the channels of communication, the faster the journey to implement a unified organizational culture. The blessings of technological advancement have introduced several cost-effective channels, namely:

  • Easy and fast internet access
  • Audio-visual interaction
  • High definition video sharing
  • Instant reach over telephone

Despite these advancements, modern organizations are daunted by the idea of developing a unified culture – and the bigger the organization, the greater the challenge. Setting up certain rules and regulations may be fruitful for defining a business objective, but making employees feel aligned to the organizational vision is a different challenge.

The Prevailing Challenges

  • Multiple Office Locations: Setting up offices across the globe is essential for business expansion, but the objective of celebrating unified culture often goes on a backburner. Employees, hailing from different demographics and cultural backdrops, often experience difficulty associating themselves with the unified vision.
  • Lack of Personal Interaction: Lack of personal interaction among employees, especially those coming from diverse culture backgrounds, is a major impediment against unified organizational culture. And in these circumstances, deploying employees to a new environment, all-of-a-sudden, shoves them into a time-consuming process of habituation.
  • Delay in Solving Professional Issues, adding to Employee Frustration: Personal interaction among employees not only results in a cozy, friendly environment within the office, but also often opens up opportunities for collaborative troubleshooting. Employees, who have recently relocated, often find it difficult to overcome the cultural barrier before they start interacting freely. Consequently, the scope of troubleshooting narrows down, adds to employees’ frustration, and delays attainment of a unified culture.

The Need for Tech Adoption

Creating a symbol of the organizational vision is an absolute necessity, when it comes to guaranteeing unified culture.  Tech adoption simplifies the process of delivering and pursuing the symbol business-wide. The relentless effort of multinational organizations in communicating with their employees exemplifies how tech adoption has facilitated their unified culture. Now, in today’s extremely competitive professional environment, efforts to communicate business-wide are not only time consuming, but also affect overall productivity. Technology, on the other hand, makes the entire process seamless and fast.

A recent survey conducted by scholars of the University of St. Gallen, Switzerland, has used the Unified Communications and Collaboration (UC&C) model and the Unified Theory of Acceptance and Use of Technology (UTAUT) model as a means to deliver necessary insight regarding the practices of tech adoption among organizations, hailing from 25 different countries. The survey has also attempted to understand the extent to which tech adoption has emerged as part of a unified organizational culture. The findings have clearly pointed out that practitioners of the said models have neared the objective of unified culture well ahead of their competitors, who have not been using these models. In their experience, these organizations have also found superior productivity, advanced flexibility for their employees within the organization, and quicker delivery of information, along with prompt response.

Final words

Using technology as the platform for unifying organizational culture is not a novel concept. However, practicing the dynamic method hasn’t been widely popular, and attempts have remained confined to a very limited number of companies in modern corporate culture. While many corporations have failed to see the magnitude of the loss resulting from their reluctance for tech adoption, the true leaders in the market have correctly identified the need. Those leaders are thriving due to tech adoption and its usage. In addition, they are playing the role of pioneers in popularizing the trend.

Have you found tech adoption difficult within your organization, or are you enjoying the benefits of a more unified business culture because of it?