MARKET YOUR CORPORATE CULTURE TO RECRUIT AND RETAIN TOP TALENT
Are you struggling to find the right job candidates for your business? Is employee morale an issue in your company? Is your turnover higher than it should be? It may be time to take a close look at your corporate culture.
Just as you research job candidates and form a first impression when you meet them, job candidates research your company and form their own impression of it. Their perception is strongly influenced by your corporate culture.
An attractive corporate culture is a valuable asset when aiming to recruit and retain top talent.
What Is Corporate or Organizational Culture?
Corporate culture refers to the shared norms and expectations of employees. It defines how things are done in your workplace. Tangible qualities such as dress code, furniture, and office layout contribute to your culture, as do intangible components such as company vision, core values, how employees feel about their supervisors and co-workers, and whether they get together outside work.
Why Is Corporate Culture Important?
Your corporate culture directly influences your company’s performance. If your culture doesn’t help employees feel motivated and valued, morale suffers, performance deteriorates and productivity drops.
A healthy corporate culture benefits your bottom line.
Corporate Culture and Recruitment
The rise of tech companies and startups and the popularity of their novel environments and practices have put corporate culture on the spotlight as a key element in recruitment efforts. Candidates, especially younger ones, are drawn to entrepreneurial, casual or fun, transparent, and supportive environments.
Regardless of the jobs you’re recruiting for, you can’t attract candidates with certain values if your corporate culture doesn’t reflect those values.
Walk the Talk
Any effort you make in creating and maintaining an attractive corporate culture will fail if your company doesn’t practice what it preaches.
For example, your core values are useless if your employees don’t practice them. Observe your employees—how the work, how they interact with customers and co-workers. Does their behavior reflect your values? If it doesn’t, your corporate culture needs a makeover.
Corporate Culture Makeover
You may be tempted to repair your corporate culture from the bottom up, but you need to start at the very top.
- Meet with your C-suite executives to discuss your company’s values and practices.
- Ask them to evaluate how their own behavior reflects those values and to identify employees who embody them.
- Create an effective and safe system for gathering feedback from employees in all levels.
- Design an action plan to implement the changes needed to repair or improve your corporate culture.
A well-nourished, effective corporate culture should help you recruit and retain top talent, not get in the way of your recruitment efforts.
Cultural Fit
Once your corporate culture has been defined and put into practice, it can be used to market your company to job candidates. A top predictor of job satisfaction is corporate culture, so culture fit should be a major consideration in recruitment.
Cultural fit is as important as skills, experience, education and compensation requirements when recruiting. A good cultural fit means that the candidate’s beliefs and behaviors are in alignment with the company’s core values and culture. A compatible candidate will be more likely to become an engaged and productive employee.
Cultural fit improves performance and retention and reduces employee turnover.
When using corporate culture to attract and recruit candidates, make sure you present it accurately. Candidates often take jobs based on what they perceive to be a good cultural fit. If the corporate culture is not what they told to expect, they leave, which affects your turnover in a negative way.Bottom Line
Recruiting candidates whose values are aligned with your corporate culture improves the performance of your business and, consequently, its revenue. This process takes expertise, time and effort. Consider hiring an experienced and reputable staffing firm to help you with your recruitment needs.
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