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How can you use your company's culture to enhance your employer brand?

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Your company's culture is more than just a set of values and norms. It's also a powerful tool to attract and retain talent, especially in the competitive startup world. In this article, you'll learn how to use your company's culture to enhance your employer brand and tell a compelling story to your potential and current employees.

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Gábor Veszprémi

People Director @ Namecheap, Inc | Business Change Coach | PROSCI, PRINCE2, MSP

1 What is employer branding?

Employer branding is the process of creating and communicating a positive and distinctive image of your company as an employer. It's how you showcase your value proposition, your mission, your vision, and your culture to the people who might want to work for you. Employer branding helps you stand out from the crowd, attract the right talent, and reduce turnover.

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Gábor Veszprémi

People Director @ Namecheap, Inc | Business Change Coach | PROSCI, PRINCE2, MSP
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I have seen some companies get carried away by the enthusiasm of their leaders or HR teams, painting a picture that is very far from their everyday reality. This carries significant risk, as new joiners will inevitably be disappointed when the truth doesn't match the story they were told. I recommend adopting an aspirationally realistic employer brand that is more balanced and authentic. This includes being open about, for example, not always getting things right but learning from those experiences. Try to imagine your company as a person and describe it as a human being aspiring to grow, rather than as a superhero.

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2 Why is culture important for employer branding?

Culture is the essence of your company. It's what makes you unique, authentic, and attractive. Culture is also a key factor in employee satisfaction, engagement, and loyalty. According to a Gallup survey, 41% of employees say that their company's culture is very important to their job satisfaction, and 28% say that it is a reason they stay at their current employer. Culture also influences how your employees act as ambassadors for your company, spreading the word about your employer brand through their networks and social media.

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3 How to define your company's culture?

Before you can use your company's culture to enhance your employer brand, you need to define what your culture is. This means articulating your core values, beliefs, behaviors, and expectations. To do this, ask yourself and your employees questions such as what your purpose is as a company, what goals you have and how you measure them, how you work together and communicate, how you treat customers and stakeholders, how you celebrate successes and learn from failures, and what benefits and perks come with working for your company. Additionally, use tools such as surveys, interviews, focus groups, or culture audits to gather feedback and insights from employees and stakeholders. Then document your culture in a culture code, a handbook, or a manifesto that summarizes it and guides your actions.

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Gábor Veszprémi

People Director @ Namecheap, Inc | Business Change Coach | PROSCI, PRINCE2, MSP
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The most succinct definition of culture I've encountered is "How things are done around here." This suggests that the most credible accounts of culture are the stories and daily experiences of an organization's people. However, certain individuals and events can disproportionately influence culture—either enhancing or deteriorating it rapidly. The conduct of board members, for instance, is scrutinized and often adopted as doctrine; thus, they must consciously manage their impact. Additionally, shifts in culture can be swiftly initiated by the people who are hired, promoted, or let go, as their behaviors will establish the future tone of the organization.

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4 How to communicate your company's culture?

Once you have defined your company's culture, you need to communicate it effectively to your target audience. This can be done through various channels and platforms to showcase your culture and tell your story. For example, you can use your website to feature testimonials, stories, photos, videos, blogs, podcasts, or webinars that highlight your values. Your social media accounts are a great way to interact with followers and share updates, news, events, achievements, and fun moments that reflect your personality. Additionally, you can use job ads with catchy titles and a clear value proposition to attract candidates. Finally, you can use a consistent hiring process with a fair assessment and collaborative interview to highlight your culture in the screening process.

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5 How to align your company's culture?

Communicating your company's culture is not enough; you need to ensure that your culture is reflected in your actions and behaviors. This means living and breathing your culture every day, and making sure that it is consistent, coherent, and credible. Your leadership can be aligned with your culture by demonstrating your values, communicating your vision, empowering your team, and recognizing achievements. Your policies should be created and enforced to support values such as flexible work arrangements, diversity and inclusion, learning and development, or wellness and health. Rewards should also match your values, such as performance-based bonuses, equity or profit-sharing, recognition or appreciation, or career or growth opportunities. Employer branding is an ongoing process that requires constant monitoring, evaluation, and improvement. By using your company's culture to enhance your employer brand, you can create a strong and positive image of your company as an employer and attract the best talent for your startup.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Gábor Veszprémi

People Director @ Namecheap, Inc | Business Change Coach | PROSCI, PRINCE2, MSP
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When considering your employer brand, don't forget the influence of your corporate brand and "customer brands." For instance, if you're a car company, your products and company reputation will narrate most of your story, for better or worse. Your employer brand can add nuance and depth, but it cannot contradict the essence of your corporate actions. You cannot position yourself as an irresponsible company and a great workplace simultaneously, particularly at a time when corporate responsibility and sustainability are paramount concerns for current and prospective employees.

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How can you use your company's culture to enhance your employer brand?

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1 What is employer branding?

2 Why is culture important for employer branding?

3 How to define your company's culture?

4 How to communicate your company's culture?

5 How to align your company's culture?

6 Here’s what else to consider

Startup Development

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How can you use your company's culture to enhance your employer brand?

1

2

3

4

5

6

1 What is employer branding?

2 Why is culture important for employer branding?

3 How to define your company's culture?

4 How to communicate your company's culture?

5 How to align your company's culture?

6 Here’s what else to consider

Startup Development

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