For many at this years AGIdeas Conference, the expectation was for each speaker to get up and talk about their work. Sydney digital agency Soap broke that mould. For this AdNews 2008 Employer Of The Year, it was an opportunity to talk about why people want to work at Soap and leave us all wishing we could. Yes, they may have played a showreel at the start of their presentation just to get it out of the way (and yes, it was bloody brilliant work too!) however the real treat for all those present was about seeing two guys who spoke passionately about what they've created and the tribe that they belong to.

For Soap, culture was created from a combination of common interests and shared experiences. They've got a team of 33 people and their turn over in staff is next to none. In fact, at Soap, they don't celebrate your birthday however they do celebrate the anniversary of you joining the company in recognition that each year you're there, it makes the team stronger. They live off the ethic of ensuring that you play as hard as you work, and for that, they've been rewarded with a dedicated, loyal and insanely creative team. Even their business cards are a cartoon superhero portrayal that each staff member got to choose of themselves; acknowledging that it is a point of difference for their business cards compared to their competitors and it captured the vibe that encompasses Soap.

Weekly Friday BBQ's... football games between the designers and the developers... even an exploration into Meyer Briggs personality profiling just to determine their personality types and how that effects the people in their team; each of these all in the aim to build on the culture that Soap has taken so much effort to create since the start.

Too often when we talk to companies about finding new staff members, we ask them about the culture that exists within the company. And too often, they either shy away from the answer or are not really sure on how to answer it. Aside from offering a job, we often find ourselves asking some 'what is it about your company that would make someone want to work here' and, although offered some vague, generic answers, we're left wondering if there is really a culture to be had at all. However, even doing a Google search will unveil a multitude of articles written about the value and importance of creating a positive culture, not just for the sake of the employees but also for productivity, unified goals and even reputation. In Melbourne, the creative industry is only small and companies would be foolish to think that people don't talk. Burn a handful of people and you can be sure many others will find out.

The benefits of building 'fun' in your work place will not only translate into people wanting to be in the work environment. It will create a 'tribe'; a group that people are proud to be part of and want to belong to. Soap managed to do more than show off an impressive diversity of work at the AGIdeas Conference, they left the stage with every single person in that room wanting to become part of the Soap team and experience that culture. For those keen to see more on Soap, check out their website at www.soap.com.au (besides, it has some awesome free games you can play there too).

What's the culture like at your work and what do you do to build 'fun'? Send your emails here and we'll publish them in future Xpose.