Rituals and strategies to improve your agency’s organizational culture


Do you want to promote outstanding and relevant experiences for employees? Learn about the main rites that help foster organizational culture in companies and see examples of how to apply it in your daily life

As human beings, it is common to search for meaning in things. The famous “how and why”, which show us the paths to follow and the way to act to live well in society. Within a corporate environment, it is no different. Generally, the organizational culture is what gives this direction, regardless of the segment in which it operates. Disseminating it and making it natural in the work environment is the challenge, and that is why management rituals are so important.

But it is precisely the values ​​of the organizational culture that will determine the actions and behaviors of employees in your agency and guide them towards achieving a common goal. The management rituals are powerful resources in this context. Therefore, Blue World City present this post a little more about how they can help improve the climate, productivity and efficiency in your agency.

And, of course, we bring some practical examples to inspire you. Come on?

How rituals impact organizational culture

Symbolically, rites are opportunities to express emotions and beliefs, when identities can be formed and changed. In companies, rituals, especially management rituals, have to do with interpersonal relationships and their alignment with the organization’s objectives (in other words, apparently simple, but with high impact potential).

They are instruments to help create this social/professional “glue”, as they serve to communicate and exemplify appropriate and expected behaviors, signal standards of decorum and exemplify good practices. In general, rituals have a more playful and creative side, dramatizing basic values ​​and sharing experiences.

The organizational ceremonies, when carried out effectively, can result, or at least contribute, in the adaptation of the individual to the organizational culture, in the stability of the group and in the alignment of ways of acting and perceiving the importance of things. In other words, they are powerful resources to make your agency’s culture more expressive and present.

What and how to do

You may not realize it, but your trajectory and your routine are full of rituals: birthday, graduation, wedding, signing of contracts, among others. Most of them seem like mere celebration, however, the rites are awash in symbology and you may be amazed at how true this is for your company as well.

With that in mind, I share below some types of management rituals and tips on how you can implement and innovate in your agency’s daily rituals:

1. Rituals of passage

They are performed when an individual is no longer a stranger and becomes part of the group, feeling accepted by the team and the organization. In practice, we can exemplify with the entry of a new employee in the company or an internal movement.

Examples at the agency:

To support the insertion of a new member into the agency, you can reserve a space for presentation in the schedule of recurring meetings (weekly, monthly…), send a campaign to the company’s email group, publish an image or video of the new member in the group of official internal communication (Slack, Facebook, Whatsapp, etc), among others. It is even worth introducing the new employees to your final audience, on social networks

Give preference to dialogue, that is, provide eye to eye and good chat so that there is spontaneity in the dynamics of your team in this initiative, but without forgetting that it is essential to have a defined process that ensures predictability in the experience of employees and in carrying out the activity by the organization.

Another tip is to encourage your team or the team that will receive the new professional to prepare their workstation with messages of encouragement and welcome. Suddenly, it’s even worth a stylized company mug, t-shirt or some “souvenir”.

Remembering that rituals can help to reinforce the company’s values ​​and support the immersion of the new employee in the processes and workflows, therefore, be careful with production and support materials.

2. Valuation rituals

They reinforce good practices, enable the recognition and celebration of employees who achieve good results and who even stand out for going beyond expectations. It also applies to commemorating working time at the company. The ritual can take the form of specific awards and ceremonies, but not necessarily.

Example at the agency:

The Digital Nation , a partner agency of RD, usually to acknowledge to the outliers at the monthly meeting results, and you can follow the award by Instagram and even Facebook

Appreciation can also enter into the context of distinction and representation in the market, highlighting an employee who participated in an external event or who gave an interview to the team and its final audience, as did the DDWB Agency (below); or even, showing some achievement of the agency as a whole, such as when the organization receives an award or relevant recognition in the market, illustrated by the partner agency Conexorama Speaking specifically about the internal management and people management in your agency, a ritual that should be encouraged to favor the alignment and development of your team are the 1-1 meetings .

More formal meetings are, yes, rituals and generally have a more institutional tone and a more objective approach. However, they are also opportunities for a leader to formalize the recognition and appreciation of an employee, directly. Larger meetings, such as monthly, weekly, projects or areas, can be used in the same way to highlight individual positive references and team achievements.

Renewal Rituals

The management rituals performed in groups, in general, have high impact potential and, in your agency, could be the weekly project meetings or those that occur in a predictable and recurring way in the company’s agenda.

It is in the renewal rituals that employees discuss processes, playbooks, projects, challenges, innovation and validate the organization’s “Modus Operandi”. In addition to being strategic, they are rites that can also be costly, so planning is essential.

Examples at the agency:

  • Onboarding of new clients – Briefing meeting, planning, welcome email
  • Employee development – Qualifications, certifications, training
  • Operation – Weekly project, team and forecast meetings
  • Project strategy – RTS, bimonthly meetings
  • Area strategy – Monthly meetings, themed events
  • Organization’s strategy – Quarterly, semiannual, annual meetings with the whole team, board meeting, among others

Integration Rituals

Yes, when it comes to integration in companies, they are the darlings: parties and events. Since it’s hard to get away from happy hours at the agency, why not take advantage of them? The challenge in integration rituals is to balance purpose and fun without losing sight of scalability.

Therefore, it is important to guarantee an activity that is actually planned, which is not only viable and sustainable from a financial point of view, but which is also strategic and relevant for the organization and employees.

Examples at the agency:

Even though parties are the most recurrent integration rituals, there are alternatives that can be just as relaxed and valuable. Here at Resultados Digitais, we perform team building , that is, team building. It is an activity that contributes to deepening relationships, fostering self-knowledge, encouraging dialogue and reinforcing the company’s culture.

You can create a team building proposal for your agency in a similar way. If it’s even leaner, it’s possible to do it with the whole group. If you already have a larger number of collaborators, I suggest separating them by teams (commercial, content, service, etc.). Recently, in RD, a CS team ended its team building, enjoying the view of Lagoa da Conceição, and challenging itself in the Stand Up Paddle

In addition to happy hours, I’ll bet that birthday parties don’t go unnoticed at your agency and you can take advantage of a monthly occasion, for example, to celebrate with your team, value employees and foster integration between teams. Check out how these rituals were at the Pericoco Agency, a partner of RD, and when I celebrated 1 year as RDoer, examples that can be easily replicatedCommemorative dates can also be great excuses to encourage integration into your agency. It’s just talking about food, drinks, music, costumes, and people get all excited, isn’t it? The point here is for your company to take ownership of this opportunity and, with that, be ready to make the ritual happen. With this, it is easier to guarantee the experience of the team, without leaving the purpose aside. Below you can check some integration events of the partner agencies Dialetto, Surfe Digital and Agência WX.

Conflict reduction and demotion rituals

A delicate and even thorny topic for some, however, it is equally important to have institutionalized rituals in your company for those moments of negotiation and nerves that are on edge. Sooner or later, in any business, these rites will be needed, so it’s best to have a strategy in place for that, right?

Taking into account all my ignorance about people management, human resources and business practices (it is not my area of ​​training and direct action), I believe that in part, the question here is: how to make this situation the most positive possible, given the circumstances and with the resources available?

Examples at the agency:

  • Customer alignment, contract renewal/revision
  • Feedback with collaborator
  • Meeting with supplier
  • Employee Dismissal

Bonus: 3 strategies to implement a results-focused culture in your agency

We know that regardless of the agency’s maturity in the market, the good monitoring of internal processes and the concern with the successful delivery of clients are fundamental for having a growing business. Therefore, it is very important that the company promotes the value of focus on results within its culture. This means that all employees are encouraged to follow business metrics, ensuring they deliver the best for clients, making them want to keep their agency as a strategic partner for a long time.

If your agency has a  strong organizational culture, which is perceived by all employees, it will consequently guide the next steps of the work, starting with the way your human capital will see the business and act within it.

But how to implement a culture focused on results? Below we share three strategies:

Make a strategic plan

For each employee to be aligned with the agency’s results-focused culture, they must have the answers to two main questions:

  • Where am I going?
  • How do I know I’m getting there?

Good strategic planning can help you give your team a short, medium, and long-term vision. Based on this alignment, everyone will seek the purpose of the work carried out within the agency,  connected to an important undertaking.

Be transparent with your team and facilitate access to data

It’s no use making wonderful speeches about culture if it’s not noticed in the agency’s daily life, right? Therefore, to focus on results, your team needs to have access to a  dashboard with all the organization’s key performance indicators and be encouraged to follow up on these metrics.

Your agency is naturally the source of a multitude of numbers. And teams have the potential to extract intelligence from that data if they use the right tools for tracking metrics and agency planning.

Secure all the necessary resources to make the machine run smoothly. Of course, this scenario can generate many doubts and concerns, which is why it is important that the partners of the agencies provide the answers to all the questions, leaving all the processes very transparent to the team.

Propose short feedback loops

We are in an era where the dreaded annual performance reviews must be replaced by cycles of frequent individual feedback on performance and behaviour. This transformation within the organizational environment is very important to minimize the cyclical errors that employees can make if they do not receive good guidance with what can be corrected or improved.

In addition, feedback has the power to energize and motivate the team for the desired future, improving the speed and quality of day-to-day decision-making.

Result of all this? An agency where all employees are sure where they should go and focused on getting there!


As it was possible to observe, most of the management rituals in organizations transit between meetings and celebrations, however, it is possible to go much further, even more, if we realize the potential impact of these rites on the organizational culture of your agency.

We know that many rituals are despised and the reasons are different. When it comes to meetings, for example, we have the stigma of inefficiency, of “wasting time”. When we talk about integration, we run the risk of “forcing the friendship”. Anyway, whatever the reason, some management rituals end up being forgotten, reduced to emails or something similar.

To prevent the same from happening at your agency, my suggestion is to institutionalize, that is, assume their planning and implementation, ensuring recurrence, predictability, scalability and, above all, relevance. Oh, and don’t forget to share here with me the rituals most used by managers in your business!