Shaping Organizational Culture Using a Service Framework

Like many organizations, the PA Education Association (PAEA) has experienced a period of rapid growth—both in our membership and in our staff. As part of this evolution, we recognized the need to be intentional about shaping our culture: defining the values, experiences, and behaviors that would guide our team and strengthen our identity.

To support this effort, we enlisted the help of the Disney Institute, a global leader in customer and employee experience. Drawing on Disney’s proven approach, we developed a Service Framework, which is a living set of service behaviors and values that now guide our organizational operations and team interactions.

Developing the Framework

As a mission-driven membership organization, we believed that centering service, both to our members and to each other, was the most authentic and sustainable way to define our culture. The Disney Institute led us through a six-month engagement that included leadership discovery sessions, staff focus groups, and strategic planning, all focused on co-creating a shared culture from the inside out. It was critical to us that the Service Framework not be developed in isolation. Culture is not something done to staff, and we felt strongly that it must be co-created with staff.

We formed a cross-functional leadership team and enlisted “champions” from across the organization to shape the framework. Staff across departments contributed insights and feedback throughout the process. Together, we articulated a Common Purpose and defined four core service values—Safe, Supportive, Trustworthy, and Impactful. These values were carefully selected and defined, representing the collective contributions of our staff team.

Service Framework in Our Everyday Work

A key lesson from the Disney Institute was that a Service Framework should never be “just a document.” It should live in the everyday moments that shape employee experience, decision making, and team connection.

The Service Framework is central to our decision making, helps guide staff onboarding, and shapes the overall employee experience.

Every association-wide meeting begins with time allocated for staff to celebrate and acknowledge colleagues who exemplify specific behaviors, using a shared language to describe the impact a staff member has made. We call this activity “Leading Out Loud,” and it is an integral part of our culture, ensuring we remain mindful of service moments and staff contributions. Tying recognition to our service behaviors keeps it alive and at the center of our work.

Additionally, we created a peer-nominated award for those who consistently embody our core values and demonstrate our service behaviors. It was an intentional effort to align them with our service behaviors and recognize excellence and leadership throughout the organization. More information about inaugural PAEA staff awards, honored in 2023, is outlined here.

Our Service Framework is central to all employee engagement and recognition initiatives. Last year, we hosted a virtual staff Olympics, aligned with the 2024 Summer Olympics, to emphasize teamwork, well-being, and service. This year, we are organizing a movement challenge that embodies those same behaviors. You can learn more about our Summer Olympics challenge here.

We also introduce each new staff member to our Service Framework during onboarding, through the interview process, instructor-led orientation, and as part of our Employee Handbook. We take the time to answer any questions new staff members might have and share the importance of our Service Framework, emphasizing their role as the center of our culture.

We also integrate our service behaviors as part of our performance review process, further underscoring the importance of each staff member.

Conclusion

Culture doesn’t happen by accident—it happens by design.

Our Service Framework has become a guide for how we work, lead, and grow together. These efforts did not happen overnight and required intentional leadership, commitment, consistency, and buy-in. For those looking to strengthen their culture by aligning with values, here are some recommendations:

• Co-create and involve others: Involve staff across all levels. Shared ownership creates shared commitment and makes things stick.

• Make it visible, actionable, and aligned: Use your values in daily conversations, recognition, and decision making. Tying your organizational values to practice helps create alignment.

• Keep it alive: Culture isn’t a one-time initiative—it’s an ongoing practice that requires everyone.

To learn more about the Work Culture at PAEA, visit: paeaonline.org/our-work/about-us/join-our-team.

Stop by and meet Kendall and Christine at their “Practical Strategies for Cultural Transformation” Insights Session at the ATD OrgDev Conference this October.