Why the focus on Company Culture?

Following the news of being named as a Finalist in the Cornwall Business Awards Best Place to Work, we take a look at the evolving work place and how much impact company culture has on recruitment, retention and efficiency.

The development in Company Culture has never seen such seismic activity as now. Post-covid we as a nation have seen a complete shift. Suddenly workers are able to explore a whole host of flexible employment options never before available. And companies like us, are more and more aware of the importance of creating a positive, energizing and nurturing company culture.

But why is it so important and what has kick started this change?

Pexels Fauxels 3184418

Working 9-5

For as long as we can remember (or certainly as long as Dolly Parton can) the stereotypical office job has been 9-5. Based in a tall building with a fair bit of glass, usually (unless you’re in Cornwall) in a big, bustling and busy city. The tide is turning. Many companies are trialing the 4-day working week to increase productivity. Others are implementing flexible working alongside other inflated ‘perks’, and more are looking at hybrid working models. It’s evident to employers that if you both want to attract and then retain the best people, you need to look after them.

“Train people well enough so they can leave. Treat them well enough so they don’t want to.”

Richard Branson

According to an Indeed survey, 46% of job seekers who considered a job but then chose not to apply for it said the decision was taken because they didn’t feel it would be a good culture fit. This is a key reason Allanah Armondi, our People and Culture Director has put people at the forefront of Thought Quarter’s business strategy.

People first

Alongside as-standard employee perks such as 30 days holiday, a personal development budget and flexible working, Thought Quarter has put people at the center of its business. As a result it is seeing engagement scores rise as a result.

“In January, the eNPS (employee net promoter score) was 25. That’s good for the industry and what most agencies score. We monitor this weekly and recently ours rose to 62.”

Allanah believes the companies culture goes far beyond its perks and benefits: “Creating a great company culture isn’t just about holiday times and flexibility.

“We have four main pillars of focus. Pay, Autonomy, Mastery and Purpose. We review our employees’ salaries monthly because we always want to be fair and competitive. Without fair pay, people don’t feel valued and they simply can’t make use of the other three pillars. It all starts here.”


Allanah thinks autonomy is essential to creating a culture that people want to be part of, and creates a working environment people want to stay in.

“It’s about giving people control, and instilling an element of trust. Different people do their best work at different times and different locations. I want to give our staff the autonomy to choose what suits them best.”

For the first time since records began, there are more job vacancies in the UK than unemployed people according to ONS Labour Market figures released in March. Recruiting and retaining people has never been harder. Offering a robust, honest and enabling culture has never been more important.


Since the Covid-19 pandemic, people across the world have been forced to learn new ways of working. Pre-pandemic you would have been forgiven for having never heard of Zoom. Yet in 2021 most of the working world spent more hours than countable on the platform, and Zoom generated a $4 billion revenue. Despite the company already enjoying huge growth in 2020 amidst the initial pandemic panic, 2022 still saw Zoom’s revenue grow by 53% year-on-year. Meeting participants increased by an unprecedented 2900%.

This, alongside other tech initiatives like Microsoft Teams and remote working calendars like Monday, the opportunity for working collaboratively and remotely has led to people considering a move to the country for a better work/life balance. Working from home to spend those precious breaks and lunches with young children, or even taking a working holiday. Flexibility is no-longer a perk but is fast becoming an essential in the world of employment.

Hybrid working

Allanah recognised this early on and implemented a hybrid working model to enable staff to work from home if and when they wanted, with a requirement to come in to the office twice a week for collaboration.

“Hybrid working enables all the flexibility, but the hybrid model also means we strive to keep talent in the county which is particularly important.” Said Allanah.

“We’re really proud of our team and the work we are doing. The finalist announcement was just brilliant and we will keep building on what we have created with the input of our team.”

To listen to Allanah talk more on how to shape a culture to empower a happy, motivated and productive team you can join her at her free Shaping Culture event.

WHAT: Shaping Culture

WHERE: Loading Bay 7, Truro

WHEN: Thursday June 16, 10.00-15.00

Click here to book.

More Insights