Today, if you want to snag candidates for your jobs, you need to learn to sell the company culture first. Why? Because it’s often the differentiator between attracting and losing candidates when you’re going head-to-head with another company competing for the same job applicants. Culture is the intangible and tangible environment that makes or breaks employee engagement and motivation. If you have a good culture, flaunt it, and you will beat out the competition for the very best employees out there today. How can you use your company culture to attract more candidates?

Selling Your Culture

Your first goal should be to accurately depict company culture in the best light possible. When you write your job ads with descriptions of the position, you should always have a section about what it’s like to work in your corporate environment. The ad can talk about your mission and values, but no matter what you say it should be mirrored in all of your publications, from your careers page to your social media posts.

If the company culture is fun and laid-back, you should talk about it in your ads. Who doesn’t want to work in a place where you can have fun? Is your corporate environment more formal? If so, you should create a job description that mirrors this more professional atmosphere. This is about your culture for a moment. Is it:

  • Fast-paced, requiring strong multi-tasking skills?
  • Strongly focused on work/life balance?
  • Spirited, collaborative, and engaging?
  • Is transparency important?
  • Is the workforce humble and supportive of new ideas?

All of these things describe your company culture. However, you should only describe your culture if you can avoid buzzwords or clichés that you’ve heard a thousand times. Do not say:

  • We’re all a big family (creepy, dysfunctional?).
  • Fast-paced work environment (aren’t they all?).
  • Work hard, play hard (just gross).
  • Team-oriented (every company needs a team to get anything done).

Candidates have seen these phrases so often it’s laughable to use them, but unfortunately, companies still do and look foolish in the process. You could talk about some of the perks employees enjoy as part of the culture. Company picnics, wellness walks, Friday jeans day, contests with prizes—all of these things say something about your culture without describing your culture.

If you’re still struggling to describe your culture, why not ask your employees what makes them happy in their jobs. Is it the donuts you bring in? How about company events? Do you have a 360-degree feedback mechanism in place to make sure employees know where they stand? Try highlighting the things that make your employees happy. While that may be the money, it could also be the room for advancement or even all the PTO they receive. Health insurance, dental care, and PTO are attractants, but it’s not culture. If you have a culture where people play around after work at Happy Hour, share that with candidates. That means your employees like their work so much that they’re willing to spend even more time with their team. That’s something you can sell to candidates as a rich part of the experience at your company.

IES sells candidates on your culture. Contact our team today about how we can help your business.

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