how Box Inc.’s HR strategy drives business success

‘Culture-first’: how Box Inc.’s HR strategy drives business success



Box Inc. is a cloud content management company that empowers enterprises to revolutionize how they work by securely connecting their people, information and applications. Founded in 2005, Box powers more than 80,000 businesses globally (, 2019).  Box Inc. competes for the multi-billion-dollar cloud services business segment, along the likes of major powerhouses such as Microsoft, Google and Dropbox.  Christy Lake, Box’s newly appointed Chief People Officer, who joined the company in early 2018 truly believes that in this fiercely competitive industry, it is within the company’s HR strategy where Box can find success.  Backed by the company’s founder and CEO Aaron Levie, they have established themselves as a “culture-first organization”.  Mr. Levie states strict priorities of “continuing to build an organization that develops talent, celebrates diversity and cultivates a place for Boxers to do their best” (Simpson, 2019).  Any process for Box, whether it is performance, recruitment, rewards and compensation, physical office spaces…whatever it might be is based on the idea of culture first (Simpson, 2019). 

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Mrs. Lake is responsible for what would be considered a traditional HR department but she does so much more than that.  Lake pushes Box’s “people strategy”, which is essentially putting an emphasis on creating a sense of belonginess among employees.  One way that the company creates that sense of belonging is its employee resource groups.  Box workers started creating groups around common identities, or similarities that they shared and eventually Box, as a company, embraced it (Simpson, 2019).  Lake says that these groups have become the foundation of its efforts around belonging.    The numerous resource groups vary from “Families at Box” to “Women at Box” and these groups work together on a variety of things from education, to celebrations and will even collaborate on programming initiatives (Simpson, 2019).  Lake claims to stay very connected with these groups in an effort to understand their worker’s different experiences so that they are mindful and cognizant of those issues.

Typically, Tech companies from Silicon Valley all the way to Toronto have experienced issues around gender and the workplace.  Historically tech work environments favour young workers who are pushed to work hard, long hours and forego work-life balance.  This is one aspect that makes it harder for tech workers with families to feel welcomed or able to compete in the industry.  While things have gotten better in recent years within the tech industry, hurdles remain; women only accounted for 23 percent of the overall workforce at giant tech companies including Amazon, Facebook, Google, Apple and Microsoft (Simpson, 2019).  Box combats these issues by not only creating an inclusive environment but offering things like benefits that address the needs of different workers.  Lake says that Box is connecting with families at Box to understand some of the things that are important to them and would create a more inclusive and welcoming workplace.  Lake also says that these concerns are being built into their benefits roadmap.  The company has put in a number of benefits last year for employees with families around balancing time at work and home and this year already has plans to grow its leave support for mothers, fathers, adoptive parents and parents of all kind (Simpson, 2019).  Box has also implemented programming to support travelling Boxers who have young families and plans to add fertility benefits in the coming year (Simpson, 2019).  Lake’s and Box’s efforts as a whole our showing.  Box was listed as number 30 on ‘Fortune’s 50 Best Workplaces for Parents’, noting “the transparency the company shows to each employee is pretty mind-blowing” (Simpson, 2019).  Lake believes that these efforts aligning to her “people strategy” built around their culture first approach is what will continue to drive business success.

Lake has highlighted and began to make changes surrounding the changing world of work.  She realizes that people want to work for a company and an environment that they feel closely reflects their personal value set.  Lake looks to attain the “complete employee”, not just the professional one.  She believes the complete version of an employee is empowered to be more creative and innovative.  In addition to this theory, Lake says Box isn’t looking to increase work life at the cost of personal life, its about meddling the two (Simpson, 2019).  Lake’s final statements summarize the overall goal of her HR strategy, saying “the more that Box can connect with what matters and is meaningful to workers, the more we believe people are going to be able and interested in bringing the whole of their perspective into the work” (Simpson, 2019).  Lake is combining an inspiring work environment, meaningful and challenging work that gives employees the feeling of positive contribution and impact.  “When those three stars align, we have really great success” (Simpson, 2019).

Connection to HRM: 

 This article is a real-life application of the importance of HRM in massively successful corporations.  In this day in age, companies are looking more and more into ways they can differentiate themselves from the competition.  This article shows the power of leveraging human capital to drive success in the technology industry specifically by creating a unique competitive advantage. 

Many themes were presented in the article, however some of the most notable that will be discussed includes recognizing the importance of human capital, creating an influential organizational climate, employee empowerment as well as organizational culture.  These concepts all relate to the strategic role of human resource management.    

 Human capital, as defined by the textbook is “the knowledge, education, training, skills, and expertise of a firm’s workers” (Dessler & Chhinzer, 2019).  The text speaks of relating human capital to developing competitive advantage.  This is exactly the root of Christy Lake’s motives for her “people strategy” at Box Inc.  Human Capital is key in today’s society, yet sometimes human capital is not utilized and leveraged in the most opportune way.  Lake is able to recognize the influx of human capital at Box, and she uses methods to create a sense of belonginess in the company.  This in return will retain and truly allow her employees to perform to the best of their abilities.  Lake also integrates this approach into all of the other HR functions, which the textbook states has “a positive relationship with turnover, productivity and corporate financial performance” (Dessler & Chhinzer, 2019). 

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The textbook defines organizational climate as “the prevailing atmosphere that exists in an organization and its impact on employees” (Dessler & Chhinzer, 2019).  Developing a climate that allows employees to actively engage in their work and feel backed by their organization is key to success.  In essence a strong and positive organizational climate can help reach the potential of human capital.  The two work in conjunction with each other.  Box, specifically Lake’s efforts to create a more inclusive and welcoming workplace is a large piece of developing a strong organizational climate.  This is evident in Box’s resource groups as well as benefits that address the needs of different workers.  Positive organizational climate tends to lead to greater job satisfaction, which in Lake’s hopes and based on HRM theory, creates business success. 

Employee empowerment is “providing workers with the skills and authority to make decisions that would traditionally be made by managers” (Dessler & Chhinzer, 2019).  Despite the textbook’s definition, I truly believe that empowerment is much more.  I think, in congruency with Lake’s views based on the article, that employee empowerment is about managing human capital in such a way that employees feel confident in their abilities to not only make decisions but also takes risks.  I know it may seem like my definition does not appear much different.  However, taking risks is a massive part of employee development.  It is what creates technological breakthroughs and can truly be the difference between innovation and complacency.  Lake encourages this at Box Inc., given by her drive for employee empowerment, which she directly suggests leads to more innovation and creativity. 

 Organizational culture, Box’s main goal, supported by their “culture-first” moto is defined as “the core values, beliefs, and assumptions that are widely shared by members of an organization” (Dessler & Chhinzer, 2019).  The definition in itself does not suffice for the importance of the concept with Box Inc.  Organizational culture in relation to Lake’s goal is more about achieving a company-wide culture that is uniquely apart of its identity.  When we think of the most innovative companies, typically our minds are drawn to the likes of Apple and Google.  Both these companies have found their own organizational culture, among the many years of operation.  Many would argue this culture is a major driver to their amazing success and accomplishments.  Box is trying to find the same type of identity within their own organization.  This is an identity that does not only represent Box for the next couple of years but will be attached to their name for the rest of their company-life. 

Concluding Insights:

 This article, written by Meagen Simpson was very appealing from an HR perspective.  It is so fascinating to see how the concepts taught in class apply to major corporations, specifically a cloud computing powerhouse such as Box.  Even though Box is a tech company, it was interesting to conclude that many of the factors for their success is not driven by tech at all.  It truly is the people and the human capital behind the organization that makes Box so different.  It linked so many concepts spoken about in the analysis above to Box’s overall HR mission.  I thoroughly enjoyed applying HRM theory to a real world multi-billion-dollar corporation such as Box.

 In the future, I think it is not only important, but it is integral that corporations use human capital to establish competitive advantage.  Given that there have been hundreds of major players in the cloud computing business and only a handful have found success, it is quite clear that there is more importance to be found in the HRM functions then people have contributed to in the past.  HRM is a changing landscape that is separating the “good companies” from the “great ones”, and Box is just more evidence to support this. 

Reference List

Development of Industrial Automatic Box Sealing Machine

Industrial Automatic Box Sealing Machine


The previous two many years of years has an important in advancement in the field of robots application. A lot more applications are relied upon to show up in space investigation, front line and in different actives of day by day life in the coming years. A robot is a mechanical gadget that performs mechanized errands and developments, as indicated by either pre-characterized program or a lot of general rules and direct human supervision. These errands either supplant or improve human work, for example, in assembling, constriction or control of overwhelming or risky material. Robot is a basic part in robotizing the adaptable assembling framework that one extraordinarily popular nowadays. Robots are presently in excess of a machine, as robots have turned into the arrangement of things to come as cost work wages and clients request. Despite the fact that the expense of securing mechanical framework is very costly however as the present quick improvement and an extreme interest in quality, human are never again prepared to do such requests. Innovative work of future robots is moving at an extremely fast pace due to the always improving and overhauling of the quality models of items. Material taking care of hardware is commonly isolated into four principle classifications: storage and handling equipment, designing frameworks, modern trucks, and bulk material handling. In this looked into work material taking care of have been planned by the methods for pneumatic so as to diminish the process duration by teaming up both the vacuum sucker and gripper system in material taking care of robot.
Packaging is the technology of using conveyor belts for enclosing or protecting products (food, wood, and material) for storage, pack objects together into containers, sale, and use. Packaging additionally alludes to the procedure of plan, assessment, and production of bundles. Packaging can be portrayed as an organized arrangement of getting ready products for vehicle, warehousing, coordination, seal, and end use. Packaging contains preserves, transports, informs, and sells.
Project Background
The emphasis of the early research into sealing tended to concentrate on the well constrained problem of packing regular shapes. The main objective of the proposed work is to present the advantages of using automated sealing machine which can automatically seal various sized products and to check its performance. Development of fully automated packing machines keep cost factors such as space and personnel at a low level. (Automated Packaging Machine Using PLC, 2015)
Photoelectric Sensors
A photoelectric sensor is another kind of position detecting gadget. Photoelectric sensors are like the ones with an adjusted light pillar that is either broken or reflected by the objective. The control comprises of a producer (light source), a recipient to identify the discharged light, and related hardware that assess and intensify the recognized sign causing the photoelectric output switch to change state.
Keywords: Packaging Machine, Automated, PLC, Switches, Photoelectric Sensor.
Problem Statements
This project is totally based on the robotic arm which work according to programming and the robotic arm work is to only reduce the human effect which apply more on this peak point of the conveyor belt. The concept of using this plc project which revel to used various sensor and contemporary component as robotic arm which they using their employ instead of the robotic arm. In this two conveyor for the transport of the project which easily manufacture in plant. In this the sensor using for pallet hold on the specific direction and place, where robot will put product on pallet when it will full then the second process start but before this doing by the employees of the company which is very expansive things and it quickly response when see the error in the product
Project Objectives

To reduce the total cost of the project.
To increase the production rate.
To increase the total efficiency.
It reduce the human errors and production transport cost.
To able to create the simulation robot in NIRTEC software with machine simulation.

Products are approved on conveyor belt. They are detected by the photocell sensor and the counter is set to ‘1’. When the product totally goes through the sensor, SENSOR 1 switches off. At the point when the sensor switches off, clock (recently set to certain delay) begins. After certain delays, robot seals the box. The robot is distinguished by SENSOR 2 and the counter is reset to ‘0’. This procedure is rehashed for the required term. (Shashank M. Lingappa, 2014)

Figure 1 Working Methodology

Figure 2 Working Methodology
The working principle of this PLC programmed project which is created in EASY PLC software. The project is Industrial Automatic Box Sealing Machineby robotic arm. The Project is totally based on the plc software and the requirement of the component which is easily available in software. There are many type of switches and sensor for the plc project mainly the component utilise as robotic arm, inductive sensor, photocell sensor conveyor belt, conveyor roller. The mainly working principle of this project which is sealing of product from the conveyor belt that product manufacture from the industry.

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Related work
This section is about point by point history of Automatic Packing machines which utilize various advancements. Here we present just a short history of the subject with exceptional notice of the pioneers in the field and some significant occasions. Programmed Packing Machine depends on identifying results of various sizes arriving in a solitary line. Item will be detected and dependent on the PLC program, packaging happens.
Book Packaging Engineering which gives data on PLC Control of Feed Weight estimation and Automatic Packaging was useful in realizing the different parameters to be considered while box packing.
Wu Wen Jun’s [1].(Jun’s, n.d.)
3.2.           Project Components
Photoelectric sensor:
Photoelectric sensor is reasonable for recognition of dark or intelligent items. It can’t be utilized to identify straightforward objects. Also, vibration can cause alignment issues. The emitter and recipient are in one unit. Light from the emitter strikes the objective and the reflected light is diffused from the surface at all angles. In the event that the recipient gets enough reflected light the output will switch states.
At the point when no light is reflected back to the recipient the output comes back to its unique state. In diffuse filtering the emitter is set opposite to the objective. The recipient will be at some point so as to get a portion of the dispersed (diffuse) reflection.

Figure 4 Photoelectric Sensor
Conveyor Belt:
There are two conveyor belts used for the belt. A conveyor line is the conveying mode of a belt transport system (frequently abbreviated to belt transport). A belt transport framework is one of numerous sorts of transport frameworks. A belt transport system comprises of at least two pulleys, with an endless circle of conveying medium—the transport line—that rotates about them. (conveyors, n.d.)

Figure 5 Pallets Running on Conveyor Belt
Robot 1-Axis
The single-axis module type of its high modularity and its wide range of payloads lends itself to applications in diverse industries. The assigned roller and guideway system ensures very quiet running and low sensitivity to environmental cleanliness. The rack and pinion drive system permits excellent dynamic motion with high accuracy.

Figure 6 Robot 1-Axis
Programmable Logic Controller
PLC or Programmable Controller is an advanced PC utilized for automation of electromechanical methods, such a control of apparatus on production line mechanical production systems, diversion rides, or light installations. PLC’s are utilized in numerous ventures and machines. Dissimilar to universally useful PCs, the PLC is intended for numerous data sources and yield plans, broadened temperature ranges, invulnerability to electrical commotion, and protection from vibration and effect. Projects to control machine activity are commonly put away battery-supported up or non-unpredictable memory.
Advantages of PLC:

PLC is armoured for severe conditions like dust, moisture, heat, cold, etc.
Maintenance of the PLC is easier, and reliability is greater.
PLC can be reprogrammed. Conventional controls must be rewired and are often scrapped instead.
PLC takes less floor space then relay control panels.
Special purposes such as time-delay actions and counters can be easily implemented using PLC.
A PLC has ability for extending input/output arrangements.


Conveyor Belt X 2
Photocell Sensors X 4
Gantry 1-Axis
Pallets X 3
Rectangular Work piece X 3

Results and Discussions

4.1. Input and Output system

Figure 7 Input and Output Variables
The following Figure 8 Input and Output variables from the ladder programming reveals the input variable address with description of the component which is working according to the ladder logic program.
4.2.            Ladder Diagram
Ladder diagrams are specialized schematics ordinarily used to archive modern control logic system. They are designated “ladder” graphs since they take after a ladder, with two vertical rails (supply control) and the same number of “rungs” (horizontal lines) as there are control circuits to represents. On the off chance that we needed to draw a straightforward ladder diagram demonstrating a light that is constrained by a hand switch, it would resemble this.

The following Figure 9 shows that start the ladder logic diagram for the project. In this ladder logic diagram include the emergency switch provides for the project.
4.3.           Project Simulation Model and Design

Figure 8 Robotic Arm
In the above Figure 8 Robotic arm can be seen sealing the box to prevent inside materials.

Figure 9 Top View of Seal Robotic Arm
The following Figure 9 shows that the top view of project with some of the component which attached with the conveyor belt and roller. The two photoelectric sensors have been attached to each sides to control robot and conveyor belt.

Figure 10 Robot sealing the Boxes
The following diagram Figure 10 shows the simulation process where 3 product or work parts are coming straight towards the sealing robot. When the box reaches under the robot it works immediately to seal the box.

Figure 11 Box placed on Pallets
The above Figure 11 shows the boxes coming from conveyor roller towards the conveyor belt where pallets are placed.

Figure 12
The following picture Figure 12 shows that all components running on the conveyor roller with pallet and opposite side mount conveyor belt with robotic arm.

Figure 13 Model and Design of project
The above picture Figure 13 shows that model and design of the project and the all simulation created with the PLC system with some of the component mounted according the needs as well as process of the industry with ladder logic diagram. This system is totally about the reduce work for the human effort.

Automated Packaging Machine Using PLC. (2015, May). Retrieved from Researchgate:
conveyors. (n.d.). Retrieved from
Jun’s, W. W. (n.d.).
Jun’s, W. W. (n.d.).
Shashank M. Lingappa, V. B. (2014, Feb). PLC Controlled Low Cost Automatic Packing Machine. Retrieved from
conveyors. (n.d.). Retrieved from
Felker, A. M. Design_and_Implementation_of_an_Automated_Pick_and_Place_System. California.
inductive sensor. (12, 02 2019). Retrieved from