Why culture carriers are so important for organizations

12 March 2026

Why culture carriers are so important for organizations

Corporate culture is the shared set of norms, values, and expectations within an organization. It is the company's DNA: unwritten key rules that have a strong influence on motivation, job satisfaction, and performance. That is why culture carriers are so important. Below you can read more about this and how joint personal leadership training sessions have a decisive influence.

What is a culture carrier?
Although there is no single definition, culture carriers are generally described as colleagues who further develop the corporate culture. They possess broad knowledge of the organization and, as a result, know better than anyone how to convey the organizational culture to the workplace. Consequently, they undoubtedly contribute to building employee buy-in.

Because of this, a culture carrier can be seen as an ambassador for the company, just like customers, suppliers, and other stakeholders. They embrace the strategic objectives and core values and proactively communicate the team rules. If colleagues have questions about this, the culture carriers answer them. In this way, they bridge the gap between the management's mission and vision and daily operations.

Team composition
This also means that the team of culture carriers ideally consists of colleagues working in different departments. At Oldenburger|Fritom, for example, the team consists of eight colleagues. Four colleagues work within the Warehousing, VAS, and E-Fulfillment business unit, three of whom are warehouse operators and one works in the office as a logistic support employee. Two colleagues hold office positions within our Transport and Forwarding business unit, as do two colleagues in the combined Report & Control and HRM department.

In addition to a varied team composition, the role of the senior management team is also crucial for success in this regard. It is important that they give the designated culture carriers full confidence and clearly communicate their precise role within the company. It is also important that senior management holds regular consultations with the culture carriers.

Personal leadership trainings
This consultation is always important, but certainly at a knowledge organization like Oldenburger|Fritom, where responsibilities and authority are placed as low as possible within the organization. The aim of this is to stimulate entrepreneurship among all our colleagues in order to achieve our goals together.

To strike the right balance between personal development and collective ambition, we organize several training sessions on personal leadership. During these sessions, we, as an entire organization, become more aware of our thought patterns because we gain insight into how our brain works.

Culture Carriers Of Oldenburger Fritom In 2026

Growth mindset
Promoting a growth mindset culture is central to these training sessions. In summary, having a growth mindset means holding the conviction that knowledge, skills, and talent can be further developed through dedication and commitment. This promotes motivation, job satisfaction, and performance.

As a result, organizations can focus on continuous improvement, optimizations, and innovation. Moreover, it contributes to sustainable employability. For these reasons, the organization of our personal leadership training sessions is in the hands of our culture carriers. They are guided in this by Gonnie van Alphen of the Mindset Company.

Four themes
There are four different themes in our training sessions:

Customer focus
Communication
Organizational commitment
Being open to change

Our culture carriers regularly invite our partners to these events. For example, on January 19, 2026, we hosted a lecture by Nico Haak, Technical Director of the Dutch football club FC Emmen. Among other things, he provided insight into how the professional club cooperates to be successful.