Google Culture, Business and HR Practices How

Google Culture, Business and HR Practices

How do Google's corporate values and goals concerning employees, customers, and the business combine to create job satisfaction and motivate the people who work there? Is this a model every business should adopt?

The search engine giant known as Google has experienced a successful few years and risen to become a leader in the search industry. They have enjoyed increased revenue, profits, share prices, market share and the expansion of their global workforce (Savoia & Copeland, 2011). Their business practices are a large part of the equation. They are dedicated to their mission, culture and what they refer to as their most valuable resource -- their employees (Baum, 2007). In addition to being a top-rated choice for internet searches by customers, employees consider them a great place to work.

The company is famous for its commitment to its employees. Diversity is of central importance to Google's hiring practices. The company prides itself of only hiring the best and the brightest. Employees must be intellectuals as evidenced by their skill set, strong work ethic and solid educational background. Experience matters, but is generally not considered as important as ability (Stewart, 2013). Affectionately called Googlers, the workforce of the company are comprised of a diverse mix. Team members share common goals and visions for the company. Googlers come from across the globe. This is intentional according to CEO Larry Page. "Workers must fully understand reflect a global customer base" (Baum, 2007).

There is an emphasis on creating a fun office climate and atmosphere and it is rare not to find on-site bowling alleys, lots of good food, and other perks. Employees have access to a quick game of ping pong or foosball on-site. Hiring practices must be fair and ethical, and employee benefits focus on work-life balance for workers. Benefits include traditional policies and provisions such as top-rated health insurance, retirement benefits, and tuition reimbursement. However, Google goes even further to ensure that they make life better and easier for employees. Other strategies include on-site physicians and nurses, convenient medical services, on-site fitness facilities, and hair salons (Stewart, 2013). Employees also receive free legal aid, travel insurance, and generous maternity and paternity leaves (including "baby bonuses"). Google is also known for its 20% time program. The company allows its employees to use up to 20% of their work week to pursue special projects totally unrelated to their actual role.

The corporate culture is open, jovial and casual. Employees are invited to share their ideas and opportunities freely. This creates a work culture in which everyone's contributions count. Google has weekly "TGIF" meetings where employees can email or visit with the CEO or other senior executives to discuss company related matters (Savoia & Copeland, 2011). A centralized cafe is typical in most offices and used for teaming and also as a great place to socialize. Management has sought to incorporate creative expression into all offices which includes artistic murals and fun decor. Plenty of whiteboards are present in common spaces -- yet another strategic move on the part of management. This is to encourage spontaneous brainstorming sessions and collaboration.

In terms of customers, Google places an equally high importance on exceeding their expectations and working to build loyalty and repeat business. The company aims for quality user experiences and continually enhances internet browsers, their homepage aesthetics and interface, and tools and applications (Baum, 2007). There is much focus on what customers want the most -- speed in receiving web search results and a wealth of organized, accurate and reliable information. Much of the company's revenue comes from advertising, or paid search. Placement in search results is never sold. Advertisers are subjected to a behind the scenes algorithm that uses not only keyword bid price, but also site content and relevance to determine search results placement, or PageRank. This ensures integrity in the advertiser's practices and also that customers benefit by being able to access quality information.

The company uses specific of guiding principles for advertising programs and practices and does not allow paid advertising for anything considered unethical business (Savoia & Copeland, 2011). The search algorithms themselves are held in confidence by the company -- no outsiders really know the secret sauce that makes this work and thus, they cannot manipulate the system. In addition, there are continuous changes to the process. However, Google does offer Ad Words and AdSense certifications for advertising managers to get better acquainted with its proprietary search tools.

Ultimately the company prides itself on working through difficult problems in the industry. This has meant continuous improvements in the web search arena and expansion into new products such as Gmail, Google Docs and Google Maps (____). In this way, Google helps people access and use even more information in their lives, and ensures good business and returns for end-users, customers and shareholders and investors alike.

Google is also dedicated to doing good business in terms of social responsibility, giving millions to support community projects and humanitarian efforts worldwide. The company offers grants, technology support, and man-hours to worthy causes including incorporating Amber Alerts into Google Maps, offering virtual polling after Hurricane Sandy, and giving academic support through scholarship and education projects for the future generation of computer wizzes. In addition, Google is a green organization (Savoia & Copeland, 2011). The company has worked hard to minimize the environmental impact its services, making steps to use less energy in its massive data centers, look to renewable energy and offsets, and reduce waste. Green buildings are common and commuting sustainability is also a consideration. There are shuttle programs and electric vehicle charging stations offered to workers. Also, as pointed out by Baum, the online space has created a more fragile corporate reputation environment than at any other time in history (2007). Companies need to be transparent in their business, ethics and fiscal practices in order to win favorable public opinion and earn and safeguard a good reputation. Google does this well.

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