Digital transformation has had a profound impact on companies and employees around the world in recent years. With this in mind, corporate culture and corporate values have become critical elements in maintaining team cohesion and engagement, even if interactions are limited to digital environments. 

Alejandro Briceño, Opinno’s director of culture and community, reflects on this change in a discussion on Capital Radio’s “Transforma España” programme, highlighting the ways in which the digital economy and more flexible work arrangements have redefined how people choose their jobs and how companies operate. 

Empowerment and a Paradigm Shift

The world of work is currently undergoing a radical transformation in this digital age, which has led to a significant evolution in the traditional understanding of careers. “Today, with the many opportunities that the digital economy provides you with and the more flexible nature of work, people are choosing where they work, they are looking for jobs where they can be authentic and express themselves freely.” 

Employee empowerment has become a growing trend. Professionals are seeking jobs where they can be authentic, express themselves freely and contribute meaningfully. This transcends task fulfilment; it is about contributing authentically to the organisation’s purpose and culture. 

In this context, corporate values become particularly important: “I think they are a hygienic, basic, fundamental thing”. Despite the transition to interacting on virtual platforms, he stressed that values must remain alive in a concrete way in these digital environments. “How do we keep culture alive when we are only seeing each other’s faces digitally? Values can still live digitally, but now you have to do the same things you did in the office and bring them into digital environments, and that’s a challenge: “how do I make people feel engaged? How do I encourage people to turn on their cameras and not feel ashamed that they don’t have make-up on?” 

Transforming business culture

In response to these changes, it is essential to transform corporate culture in order to remain relevant and attractive in today’s labour market. Companies need to adopt a more open and flexible mindset that encourages a diversity of career paths and working styles. 

This means promoting agile decision-making and flexibility in organisational structure. “I think a key value is ‘agility’. The world is changing rapidly, and companies have to respond to those market, customer and user changes,” he said. “I’m also speaking about digital agility: that people know how to use tools. There are now many ‘no code’ tools, so you don’t even need to know how to programme, and also agile project management, which is: adopting habits, devices, to bring products or services to market more quickly”.

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