How to Sustain a Strong Workplace Culture During Rapid Growth

Managing rapid business growth is arguably easier today than it has ever been. Organizations can find needed:

Staff through remote work models;
Scalability through cloud computing platforms; and,
Efficiency through automations driven by artificial intelligence (AI).

As a result of these tools and resources, quick expansion opportunities may be readily embraced.

Yet, while rapid growth is desirable, it also can destabilize, especially when it comes to corporate culture. After all, rapid growth can bring rapid change — new staff, changing focus and shifting priorities. If organizations aren’t careful, seasons of intense growth can cause employees to disengage, undermining the processes needed to sustain that growth.

Sidestepping ‘The Growth Trap’

To succeed, organizations likely need to constantly pursue growth. But growing too fast can lead to failure. Statistics show 74% of startup failures are caused by growing at an unsustainable pace, in what business experts call “the growth trap.”

Organizations that accelerate too quickly can easily create environments where key systems — accounting, customer service, recruiting and more — can’t keep up. Sales might explode and revenue roll in, but momentum may stifle if and when systems break down. If scaling problems aren’t solved, employees, suppliers and customers can quickly become fed up and look elsewhere to meet their needs.

Culture must be a key focus as organizations strive to sustain rapid growth. Prioritizing a strong workplace culture can help them sidestep the growth trap by contributing to an environment where employees are engaged, focused on excellence and excited about growth.

Sustaining Culture with Salary Reviews

Culture gets shaky when employees begin losing trust in their employer. If they feel neglected or mistreated, they can become demotivated and disengaged.

Organizations can preserve workforce trust during periods of rapid growth by being proactive with salary reviews. This includes both providing competitive compensation for new hires and keeping the salaries of current employees commensurate with their work. If roles and responsibilities shift or new skills must be learned, organizations should ensure each employee’s pay reflects their new duties.

Although rapid growth doesn’t always provide a quick increase in corporate revenue, it does set the stage for greater profitability. Still, employees typically will feel they should be rewarded financially as the organization grows. Salary reviews can help reduce the tension that can spring up when employees question how they are being compensated.

Employers that show they are staying in tune with industry pay standards and at least making plans to adjust accordingly can keep their workers from feeling ignored or mistreated. The ultimate goal should be to show employees their contributions are appreciated and the organization is committed to providing appropriate rewards.

Sustaining Culture with Consistent Communication

To understand how valuable consistent communication can be during times of rapid growth, think of your employees as passengers on a train. Most chose to get on the train because they understood where the train was headed, how fast it was moving and who else was on it.

Now, imagine the atmosphere on the train begins to change. It speeds up considerably. It changes course, stopping at new stops and passing by old ones. New passengers are getting on, and new train cars are being added.

All those changes can be more than unsettling, but with consistent communication, employees can have a clearer understanding of what is happening, why it is happening and how it will affect them. Communication can quiet fears and quell rumors that can erode even the strongest cultures.

Transparency is a core component of the type of communication that helps keep corporate culture strong. Employees should know how things may change at the organization and the challenges those changes may introduce. When talking about changes, it is also important to present the “why” as well as the “what.”

The frequency of communication also should increase as growth speeds up. Whereas quarterly updates may be sufficient in seasons of “business as usual,” employees will need updates more often — at least monthly — in seasons of growth. Messages also may need to be repeated regularly due to the onboarding of new team members.

To keep culture strong, communication also should reinforce the vision and values that drive the organization forward. Help employees see that growth is not a change of course but a doubling down on the established mission, values and commitments.

Dialogue may be necessary to help employees connect the dots. Provide avenues for feedback and take the time to address concerns with clarity and compassion.

Sustaining Culture with Wellness Checks

Rapid growth typically brings a wide range of new responsibilities for HR teams. As a result, it can be harder to check in with organizational employees to ensure their needs are met. However, letting wellness checks become an afterthought can quickly upset the culture.

One-on-one time between HR and staffers is always valuable, especially during times of rapid growth. One-on-ones help employers know if their communication is effective. They can also uncover evolving problems and provide needed insights to address them.

Times of rapid growth can be times of high emotion, especially for employees who might misunderstand what is happening and why. If emotions aren’t addressed, those employees can become flight risks. Wellness checks provide at-risk workers with an outlet for venting their concerns and receiving clarification. As a result, these checks play a key role in keeping talent on board and engaged.

Culture needs constant care if it is to stay strong. During times of rapid growth, that need increases. Employers that want to convert rapid growth into long-term outcomes should take steps to sustain a strong workplace culture by ensuring employees feel valued, included and integral to corporate success.

Editor’s Note: Additional Content

For more information and resources related to this article, see the pages below, which offer quick access to all WorldatWork content on these topics: