What You Need to Know about Promoting Company Culture

What You Need to Know about Promoting Company Culture

A strong company culture is vital to the success of any organization. With a positive culture, you’ll engage employees, boosting their productivity and motivation.

Your workplace culture can also help you attract talented employees. You simply need to know how to promote it. The following are a few ways worth considering:

Allow Your Employees to Promote It for You

A positive culture in which employees feel valued (and feel their work is valuable) is essential. Your employees are going to talk about their jobs to friends and family. They might post about it on social media. Perhaps they’ll even leave reviews on Glassdoor and similar sites.

If your company culture isn’t welcoming and supportive, you can’t expect your employees to represent your organization in a positive light. Word of mouth is powerful—their words may discourage jobseekers from applying to positions at your company.

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On the other hand, if your company culture is positive and affirming, your employees will have good things to say about their on-the-job experiences. They might even be willing to actively promote the culture of your organization.

For instance, maybe your organization values having fun at work. You encourage employees to work hard, but you also want them to connect with each other socially, so you nurture a friendly environment and organize frequent company events to bring people together. During these events, you might encourage workers to take pictures and share them on social media. Additionally, you could distribute pictures after the events, giving your employees content to share.

That’s just one example, of course. There are a range of ways you can encourage your employees to become ambassadors of your company culture. Set aside time to consider other strategies and how you can put them into action.

Invite Candidates to the Office

There are some instances when companies add stages to the hiring process when they’re ready to make a candidate an offer. For example, if you’re ready to hire a candidate, but aren’t certain they will accept, you might invite them to spend some time at the office first. This can involve taking a tour, meeting other team members, and even potentially demonstrating their skills.

Giving candidates the opportunity to interact with employees outside of an interview gives them a better sense of your company’s culture. The design of the office will also communicate much to candidates. A company whose culture emphasizes teamwork might have an open office format with several areas where coworkers can sit together to work on projects. On the other hand, an organization with a company culture that emphasizes solitary work might have an office with cubicles or more privacy around desks. In the first office, employees are encouraged to talk with each other, while the other office is more conducive to projects that require intense focus. Neither is “better”—you should design your office based on the kind of work you need your employees to do.

Any prospective employee wants to know what their working environment will be like. Inviting them to tour the office before making a job offer can provide them with valuable information about the company culture.

Improve Your Digital Presence

Your website and social media accounts shouldn’t merely promote your products and services. They should also promote your company culture. Create shareable content around company events—photos, text-based content like blog posts, and video. You can also post pictures of your employees at work, having lunch, and engaged in more everyday activities to show jobseekers what work at your company looks like. Another strategy is to feature interviews with employees on your blog or website. Have each person talk about why they enjoy their work with your company and what brought them there. This can be a strong form of advertising to jobseekers.

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Don’t forget that surveys indicate that many young jobseekers are ambitious these days. They want to work for employers who provide them with professional development and growth opportunities. Given this, you might regularly organize optional seminars and training programs for employees to take advantage of. A blog can give you the opportunity to write about these programs, letting candidates know that working for your company will give them the chance to develop their skills and advance in their careers.

Embody the Culture During the Hiring Process

Your approach to recruiting should be a reflection of your company culture. You don’t want to make the wrong impression on candidates this early in the process.

That means, if your culture is more casual, interviews shouldn’t feel excessively formal. If your culture is formal, make sure interviews don’t feel too casual. Keep in mind that formal doesn’t mean negative or unwelcoming. Don’t lead people on by trying to be something you’re not.

Just keep in mind that learning to effectively promote your company culture takes time. You shouldn’t expect major results right away. However, by applying these tips and paying attention to what works, you can use your company culture in recruiting to attract talented candidates.

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