Because if there was something more concrete to offer that isn't done better, either from them or from the firm they represent, they'd go with that instead.
At least those that talk publicly about company culture. It feels performative and inauthentic, but maybe that's necessary to compete? They are selling culture surveillance technology of some sort.
Reminds me of mandates to get more on the engineering blog: makes an organic, authentic good into something performative.
Culture Amp is a performance review system that lets you give/receive feedback to/from peers and/or their managers. Please view their post with that in-mind.
Maybe it’s just because I’m also based in Melbourne, but I’ve worked for two or three places that use cultureamp, it’s a pretty solid service to help manage personal development goals and employee surveys etc. I even used to work for a competitor of theirs, and I’d rate their stuff much better, I wouldn’t write them off just because you’re not familiar with them.