Embrace Technology…But Not Too Much!


Technology is a widely discussed topic in both the corporate and nonprofit sectors. It affects the daily operations of every company and organization. But it also affects what is called organizational culture. This is defined as a system of assumptions, values, and beliefs that shape how employees behave in organizations. In today’s world, it is an assumption that everyone has a computer or tablet and a cell phone. If your organization provides these to your employees, it establishes an aspect of its culture at that very moment.

One thing about technology that can easily throw organizational leaders off is the fact that it is constantly changing. Not only do the forms of technology change, but the way they are used change as well. For example, creating web content is a valued skill in the job market because companies and organizations can now use it to bring in potential investors or donors…just to name one group. Embracing technological change and setting up employees for success in a technologically-dominated world is crucial.

It is easy to create a culture where technology dominates because we are all constantly connected now. But there are ways to stay productive and develop employees while embracing changes as they come. Below are three main points that experts on organizational culture believe are important for leaders to consider in an ever-changing world:

  1. As a leader, do your best to avoid creating a culture where employees feel as though they need to be working 24/7, regardless of your expectation. This is what Paycor calls “the overwhelmed employee.” Donald A. Marchand and Joe Peppard argue that “overwhelmed employees” tend to make more mistakes, be more likely to miss information, and less likely to retain information in working memory, which hinders problem solving and creativity. Establish a system for more urgent communications, such as texting employees if there is an issue that needs solving immediately.
  1. Be the change you implement, or as David Newman writes, “Lead from the top down.” If you physically embrace change, your employees will follow. If you are transparent, your employees will appreciate it and embrace the change too.
  1. Create ways for your employees to establish social and technological literacy. There are benefits for both the organization and the employee. For the organization, one example would be showcasing the organization’s culture in a way that will want others (including millenials!) to join your team. The individual then learns how to create effective content. It’s a win-win for everyone.

Shine the Light Nonprofit Forums’ session on July 12th, “Creating a Vibrant Organization That Fosters Forward Thinking” will allow you to explore ways to think innovatively, embrace change, and move your organization towards vibrancy. Think about how technology can help achieve your goals for the organization, for your employees, and for yourself.

Check out the articles mentioned in this post below:

How Technology Influences Corporate Culture – Paycor

Organizational Culture in the Digital Age – Shama Hyder, Forbes

Four Steps for Creating a Culture That Embraces Technology Change – David Newman, Forbes

Build a Great Company Culture With Help From Technology – Ashley Goldsmith and Leighanne Levensaler, Harvard Business Review

Technology Isn’t Enough to Power Employees, Even in a Digital World – Donald A. Marchand and Joe Peppard, Harvard Business Review

We hope to see you on July 12! Register TODAY!



Blake Stafford, DNA Creative Communications





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Debbie Nelson

Debbie Nelson is the president and founder of DNA Creative Communications, a woman-owned public relations and inspirational marketing firm for nonprofit organizations. Under Debbie’s leadership, in 2010 DNA founded Shine the Light Nonprofit Forums, an annual training program for Greenville nonprofits in partnership with the Community Foundation of Greenville County, the United Way of Greenville County and the Hollingsworth Funds. To support other nonprofits across the state, she also manages education programs for the South Carolina Association of Nonprofit Organization. As an a advocate for the nonprofit community, each month Debbie shares nonprofit stories in her Shine the Light columns in the Greenville Business Magazine and the Columbia Business Monthly. In addition she teaches nonprofit marketing at Clemson University to inspire and develop future nonprofit leaders. Debbie is a graduate of Leadership Greenville, Leadership South Carolina and the Riley Institute’s Diversity Leadership Initiative. She currently serves on the boards of the Greenville Area Development Corporation, the South Carolina Independent Colleges and Universities and the United Way of Greenville County.

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