Company culture has become a hot topic for businesses. Everyone claims to have a great culture and that their company is the best place to work. They like to put pictures of their office on Instagram and post fun office signs, but what does company culture even mean? Company culture is a blend of the personalities that make up the company. Any one of those personalities alone can color the overall culture in big or small ways depending on their personality, skill sets, and how important they are to the business. The key to company culture is finding a happy place that all personalities can contribute to and coexist while working to achieve company goals.
It is very important for your success as it will greatly influence the kind of employees you attract, their engagement with the company and thereby with their customers. There have been very encouraging findings that reveal having a strong company culture has been shown to improve employee engagement, productivity, job satisfaction, retention level, and, more important, increased revenue. So, not why not use your company culture as a marketing tool? The idea of focusing your marketing efforts on company culture and values might sound weird at first, but we live in strange times. Everything that is new and innovative becomes rapidly a trend. People are more sensitive to interactions with brands, so they want them to be as genuine as possible.
We know this can seem like a daunting task, so we want to share our best tips and help you figure out the best strategy for your company.
- Include your culture everything that your company does.
Culture is the sum of the actions and behaviors of an organization, from its product marketing to its customer service. The culture influences employee retention and productivity, and it is one of the most important factors that differentiate successful products from mediocre ones. It can also set the company apart from the competition, but only if it is unique and a genuine reflection of your business. If you are not sure where to start, look for ideas that you enjoy that might give you inspiration.
- Host company-based events for employees and the community.
If you don’t promote it, chances are likely people will miss it. Having company-hosted events is a great way to show your commitment to the community. It's just as important to be active in the community as it is to promote your company culture. When someone sees you have put in the effort, they are more likely to put in the effort as well. Golf tournaments, happy hour, or a panel, you name it. It doesn't have to be over the top as long as it's a chance for people to get together who do not normally come together and a chance to expose all sides of your company to people that are important to relationships.
- Focus on your company is perceived.
We often hear about branding, as well as other aspects of a business, particularly when it comes to attracting potential new employees. The majority of businesses take their time focusing on how customers will see them and what their digital footprint will be like instead of the talent brand on their website. That's a big mistake. Once a visitor lands on your career page, there should be an immediate distinction between who you are as a company and how you define yourself internally. We know your employees already feel this connection, but what about others? Show them how they will fit into your organization.
- Let your employees be the influencer.
Good employee branding can help attract and retain top talent. It’s also a great recruiting tool — showing that you value your employees. Having a go-to place for all of these things makes it easy to disseminate the information to your company, prospective employees, and managers. If you have stories about what it’s like to work at your company, let everyone know by including them on your employee brand page. Think of new videos that showcase what your brand is all about, or include blogs from employees sharing their experiences. Employer site profiles are more likely to be liked, shared, and re-tweeted than other types of social media posts.
- Show an accurate representation on social media.
Competition for talent is more fierce than ever. Today's candidates will spend more time thinking about whether you are the right fit for them than they will the company they want to work for. So it's up to you to stand out among the sea of businesses competing for the same candidates by showcasing what it's like to work at your company on social media channels. They will look at the “about” and “team” pages on your site, but you really want them to see all of the “fun” stuff like your Facebook page, Twitter account, Instagram photos, etc. You will want to make sure that all of your social media channels are an authentic representation of what it’s really like to work for your company.
One of the most underrated brand marketing tools out there is your company culture. It isn’t a tool you can just pick up and place anywhere on a marketing plan. Nor can you expect it to stay the same forever. Social media, consumers, and technology have changed the way you market your company culture. But then again, the changes are exactly what make your company culture worth a second look as a valuable, potentially viral marketing tool. It goes far beyond showing the public you are a cool place to work. It helps fill your business with motivated and like-minded individuals who will eventually improve all of your business activities.