By Debora Wolosky, HR specialist and Director of TIKRRHH @tikrrhh/
Far from being a distraction, some companies turn the global climate into experiences that impact commitment, collaboration and the work environment.
In the midst of searching for engagement, organizations transform massive cultural events into instances of connection and community building.
Every four years, the World Cup becomes one of the most powerful cultural phenomena on a global level. Its impact on consumption and marketing is widely documented. However, in recent years a new edge began to appear within the corporate ecosystem: the use of the World Cup as a tool for organizational culture and employee experience.
In a context where companies face growing challenges in terms of commitment, belonging and work environment, this type of massive events is beginning to be read from a different logic.
The World Cup generates something that is not so easy to achieve within organizations today: spontaneous connection between people who do not necessarily interact on a daily basis.
The employee experience—what a person experiences on a daily basis within an organization—has been consolidated as a strategic axis and some data helps to measure it: according to Gallup, only 23% of employees globally are committed to their work. Teams with greater commitment can have up to 21% more profitability.
Research from MIT Sloan shows that organizational culture is a key factor in talent retention. In this context, links and shared experiences become a differential.
For years, events like the World Cup were seen within companies as distractions but today, that view is beginning to change. The focus shifts to what they enable: informal spaces that strengthen links, interaction between areas that do not usually intersect, construction of collective identity and generation of trust, among others that function for organizational psychology, as true “cultural rituals.”
The difference is not in joining the globalist climate, but in how it is translated into concrete experiences. Organizations that manage to capitalize on these moments work under a clear logic: culture is built from the inside out.
In practice, this is seen in actions such as thematic team building experiences with collaborative challenges, dynamics that work on coordination, communication and trust.
spaces designed to generate real encounter and interaction.
So the point is not football itself, but what it enables: interaction, shared emotion and sense of team. When that is designed, it becomes part of the culture.
The phenomenon is part of a broader trend: the rediscovery of sociability within organizations. According to Microsoft Work Trend Index,
85% of leaders believe that hybrid work requires rethinking how relationships and culture are built.
Today, presence is no longer justified only by the task, but by the value of the meeting
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