Company Culture: Success Through Equal Footing and Appreciation

Patrick Pietruck, co-founder and managing director of web-netz, discusses leadership in the digital era. The interview reveals web-netz, a 2009-founded online marketing agency based in Lüneburg, now with about 80 employees. The company prioritizes continuous learning through the web-netz Academy, offering internal and external trainings and guest speakers to develop employees into online marketing experts. The culture features flat hierarchies, shared responsibility from early on, and a commitment to respectful, transparent feedback and recognition. Perks include a collaborative office environment with frequent team events, and a policy allowing dogs at the office, plus offerings such as Pilates and sabbatical options. Pietruck emphasizes the importance of a clear vision and inclusive decision-making, regularly gathering employee input via surveys. Core soft skills highlighted for leaders include communication, empathy, and adaptability, underscoring the value of purpose-driven leadership in a service-oriented, digital sector.