What: Culture Amp
Who: Didier Elzinga, Jon Williams, Douglas English, Rod Hamilton
Where: Melbourne, London, New York + San Francisco
Industry: HR, technology
Who uses it: Airbnb, Adobe, Etsy, Vinomofo + many more!
What does it do: Culture Amp uses data to help companies boost employee morale.
Investment: a total of $16.3 million has been invested in the company through venture capitalist funding bodies.

“Culture analytics for your company”

Australian start-up Culture Amp has brought human resources into the digital space in a very innovative way – and some big names in global business are paying attention.

“Corporate culture” is a phrase most of us are familiar with and to varying degrees have likely experienced at both ends of the spectrum – happy and productive versus toxic and draining.

Many business owners painstakingly attempt to extract useful information from employees about how to improve workplace culture and often with little success. Others orchestrate costly team-building exercises intended to forge positive relationships, but in reality fall flat.

It was this quandary that prompted Culture Amp founders Didier Elzinga, Jon Williams, Douglas English and Rod Hamilton to provide a solution to a common problem when they founded the company in 2011. Within two years the Melbourne start-up had a client list that included Silicon Valley giants Pinterest, Gilt Groupe, Hulu, 99designs, ModCloth, Klout, OpenDNS and 500 more.

Culture Amp provides a range of tools that enable workplaces to track and improve workplace morale by collating anonymous data from employees. According to tech crunch writer Ryan Lawler,Culture Amp draws on psychology, statistics and user experience design “to help human resources departments to prepare surveys that get at the heart of the issues that are most employees, and what the companies they work for can do to improve their experience” (source: techcrunch)

Culture Amp co-founder Didier Elzinger explains that innovation in marketing analytics enables companies to make change before dissatisfaction becomes an internal crisis.

“The last decade has been torrent of innovation in marketing analytics, how we ask questions, how we visualize the results and how we use those results to change the culture. We know an incredible amount about someone who buys a single hamburger from us, but there are people who we have worked with for 10 years who we don’t know a single thing about.”

One Culture Amp tool, Murmur, gathers data from engagement surveys designed to measure an employee’s emotional commitment to the company they work for. The analytics platform then visualizes results in order to guide managerial staff toward areas that may be causing dissatisfaction, such as lack of promotion opportunities. As well as measuring engagement, Murmur also provides suggestions to managers about how to increase scores.

Elzinger acknowledges that Culture Amp doesn’t fix culture, but it does help employers identify paths that will lead them to a more engaged, productive workforce.

“Our tool doesn’t fix culture. It doesn’t improve anything. It’s a diagnostic, but it’s critical because it starts the conversation,” says Elzinga. “There’s that immediacy that’s so important.” (source: techcrunch)