Every company exists to generate profit. This is an undeniable truth and it is not a problem at all. But every company is also part of a society and work is one of the central points in the lives of all of us. Therefore, it is not possible to look at just one factor and ignore the most important: every company is made of people. The humanization of work is an increasingly common requirement among professionals and is done with complete reason.
It is past time to treat our jobs more healthily, providing quality of life in the environments where people spend most of their days.
When a culture focused on humanization is created, this also extends to leaders, suppliers and customers. Humanizing is a broad decision and involves all sectors. There must be common purposes for all, with a conscious and prepared leadership to ensure that the values are maintained at all times. For example, when respect for differences is understood as fundamental, all relationships in the company will be based on respect — otherwise, there will be punishments.
The benefits of this change have already been observed in companies that adopt the humanized management model. A survey carried out by Instituto Capitalismo Consciente in conjunction with USP de São Carlos, in 2019, pointed out that businesses that promote social welfare projects generate twice as much profitability. This is because there is a phenomenal increase in two aspects: employee engagement (225%) and customer loyalty (240%).
However, the same survey revealed that only 1.9% of the companies evaluated fit this context. It is safe to imagine that the percentage may have increased during the last few years of the pandemic, in which we have reevaluated a lot about our way of living and working, but it is still a far less than ideal amount.
For managers who intend to participate in this cultural change, first of all, I say congratulations! We need more leaders with the will and potential to change. Second, I recommend studying and, above all, listening to collaborators before implementing new features.
One of the principles of the humanization of work is to give space for all interested parties to express their opinions, needs and desires. With this information, it is much easier to understand what to change and what is already going well.
Consider the four main principles of humanized companies, according to the reference book on the subject, “Humanized Companies – People, Purpose, Performance”: Purpose (what impact does your company want to have on the world?); Stakeholder Orientation (do your business strategies focus on people?); Conscious Leadership (do the leaders promote the personal and professional development of their subordinates?); Conscious Culture (are the company’s values applied in practice?).
The answers to these questions provide the basis for humanizing your company. Then, it is necessary to talk a lot, offer initiatives that promote the values of the organization, and always guarantee a space for evolution. After all, just like people, a humanized company should not stand still in time: it should make mistakes, correct, get it right, grow and learn. There is nothing more human.
*Daniela Gebara, founding partner and commercial director of the full digital agency Rocky.Monks, a Media.Monks company. The agency was recently awarded by the Google Premier Partner Awards, being considered the one that best captures leads in Latin America.
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