PIA Connection Online

When two independent agencies merge, it’s easy to assume cultural alignment will follow—after all, they sell similar products and serve similar markets. But differences in operations and culture often run deeper than expected.

Behavioral assessments reveal how teams communicate, make decisions, and adapt to change—insights that help leaders align roles and design a culture that sticks.

1. What are the biggest cultural pitfalls leaders tend to overlook?

One of the biggest mistakes is assuming shared values without validating them. Leaders often have great chemistry during merger discussions and assume, “We work the same way.” But alignment in vision doesn’t always mean alignment in behavior. Assessing how each team operates (how decisions are made, how people communicate, and how performance is managed) can reveal important differences.

Another common oversight is underestimating resistance to change. New leadership, systems, or policies can unsettle even strong teams. Some employees adapt easily; others need more structure and communication. Understanding how your workforce is wired helps you plan smoother transitions.

Leaders also often overlook the need to rebalance a team. Entrepreneurial agencies that thrive on quick wins and creativity may struggle with process discipline as they grow. Scaling requires structure and consistency, so it’s important to ensure you have a balanced mix of personalities and skill sets post-merger.

2. How can candidate assessments go beyond technical fit to help identify cultural fit after an acquisition?

Assessments provide data-driven insight into how people prefer to work, not just what they can do. Start by defining your agency’s norms: Is it fast-paced, energetic, and client-facing, or steadier paced and with a lot of business online? Then compare that to the agency you’re acquiring; how do their people operate, communicate, and make decisions?

Behavioral profiles reveal whether employees are wired for a high-change environment or prefer predictability. They also highlight communication preferences, whether someone thrives in brainstorming sessions or prefers quiet analysis before sharing input.

With these insights, leaders can organize workspaces, meetings, and onboarding to fit natural work styles. A successful merger doesn’t mean everyone’s the same.

3. What traits signal a strong hire, for example someone who can bridge cultures in an M&A scenario?

Adaptability and resilience are critical. Look for people who can see the big picture without getting bogged down in short-term disruption. Curiosity, openness to learning, and comfort with ambiguity are valuable traits during integration.

4. How can data-driven insights reduce friction and accelerate integration?

Data brings objectivity and replaces assumptions with facts. With behavioral insights, leaders can tailor communication, align roles, and build teams more intentionally.

Assessments also offer a neutral way to introduce colleagues to one another. When people understand each other’s work styles from the start, it breaks down barriers and builds respect early, speeding up trust and collaboration.

5. What role should leadership play in reinforcing a new culture?

Leaders have to go first. That means being willing to take assessments themselves and share the results openly. It’s not a test. It’s a mirror showing how you naturally lead.

Ultimately, culture starts at the top. When leaders model self-awareness and adaptability, they give everyone else permission to do the same. That’s how a new, blended culture takes root.

The Omnia Group empowers companies to hire the right fit for every role and grow and inspire their workforce. Through scientifically validated, EEOC-compliant workforce assessments and benchmarking backed by behavioral science, Omnia provides the insight and data necessary to confidently hire, develop, and retain top talent. With every report, leaders not only receive behavioral insights but also tips and best practices for communicating with the different personality types as well as how to motivate them.

To learn more about The Omnia Group and special offers for PIA members visit: pianational.org/omnia