‘Culture’ at work
Why internal communications should stop over promising and focus on clarity, respect and humanity
Corporate life is full of well-meaning inventions: value statements, culture blueprints, glossy posters reminding us to ‘bring our whole selves to work.’ Yet there’s a very fine line between useful clarity and overreach. Too often, companies lean into the language of belonging, of ‘family,’ of shared purpose that extends far beyond the office walls. The truth? Most employees don’t buy it. And nor should they.
A workplace is not a family. It is a contract. People exchange their time and skills for money, and in doing so they keep businesses running. That’s not cynical – it’s honest. And honesty is what’s often missing in the way organisations talk about culture.
It is perfectly normal, even healthy, to feel a degree of distaste for being ‘at work.’ After all, work competes with the rest of life: families, friends, hobbies, the things that actually matter. The danger comes when businesses try to erase that distinction, pushing a narrative that the job is the centre of identity or worth.
Effective comms: Space without spin
At Aiwa, we believe internal communications should help people feel OK about being at work – not over-sold, not coerced, not falsely ‘valued.’ This means stripping out the inflated promises and focusing on clarity, respect, and humanity. Employees don’t need to be told they’re part of a tribe. They need decent information, meaningful updates, and space to do their jobs without spin.
Aiwa Communications offers many different services - but internal communications is one where our experience truly shines.
Authenticity at work is not about louder cheerleading; it’s about recognising limits. Work is important, but not everything. If companies can acknowledge that, they’ll find engagement comes more naturally – and with much less eye-rolling.
What are your experiences of culture blueprints, shared purpose statements, and corporate values? Do they ‘align’ or alienate?
