Like people, companies need to have a unique character to help separate them from the pack. This is crucial in shaping the way a company operates. Fuji Xerox (HK), which develops, produces and sells xerographic and document-related products and services, has based its corporate culture on a business and people-driven philosophy known as the "Good Company Concept", which is a three-pronged approach to being strong, kind and interesting.

"The Good Company Concept is the pivot around which our corporate culture revolves. Simply put, it means we need to be financially strong to our stakeholders, be kind and responsible to our next generation and society, as well as to create an interesting work environment for our staff to develop professionally," says Jasmine Tang Yau-sheung, director of human resources at Fuji Xerox (HK).

"We recognise the importance of cultivating a corporate culture. In the business world, it is rather easy for our competitors to copy our technology or follow our work practices and processes, but it is the heritage of our company that gives us the edge and helps to maintain our status as a market leader."

Fuji Xerox, which employs 800 staff in Hong Kong and 1,000 on the mainland, instils its corporate culture through various programmes. It also organises communication meetings twice a year for its support and back-office staff.

To make work interesting, the company has a staff club tasked with organising activities and company-wide programmes. For example, the Hong Kong office implements a programme called "SMILE" to align with its caring culture.

"We aim to create a happy work environment and encourage staff to smile more at work. The letter S stands for simple work procedure, M for market-connected, I for innovative, L for learning and E for empowerment.

"They are a collection of qualities that represent the character of our company and guide the way we work on a daily basis," Tang says.

The company also organises corporate social responsibility events in which employees visit the underprivileged.

"We not only invite our staff but also their friends and families," Tang says. "We believe that the support our staff receive from their families contributes a lot to creating a happy work environment. We want our staff to network, connect and get engaged in both their work and family lives."

Tang describes her role at the company as one which cultivates and promotes its corporate culture. She adds that the company is determined to give its employees job satisfaction and ensure their professional growth within the organisation.

Fuji Xerox makes it a point to promote staff from within and creates opportunities to maximise their work exposure. Staff development is a key element of its corporate culture.

Every year, three to four high-flying employees, from various departments, are sent to one of the company's international offices located in 13 countries, including Australia and Japan. These employees learn about the company's regional business strategies and operations.

According to Tang, the overseas work experience is not necessarily translated into an immediate promotion, but it helps fast-track their career development because of new skills and knowledge. She emphasises the importance of encouraging staff to be curious about company affairs.

Meanwhile, new recruits are put through a two-day orientation course. The Leadership Through Quality Programme puts the new hires through a series of workshops aimed at giving them an understanding of the company's corporate vision and mission.

Balancing act 

• Fuji Xerox balances between business performance, social responsibility and staff development
• Organises communication sessions and programmes to instil corporate culture
• Creates an interesting and caring work environment to maximise staff engagement and professional development