Knowing how to promote a company’s corporate culture can be a competitive advantage that attracts top talent. However, not all organizations know or are prepared to promote these aspects that inspire professionals to join their workforce.
Because, to be able to promote this as an attraction, the brand needs to have this culture well established and disseminated internally, so that the discourse is, in fact, consistent with the practices.
How important is corporate culture?
Corporate culture encompasses a set of values and behavioral characteristics that serve as a foundation for everyone’s actions. In general, it involves activities and ways of leading people and projects that take corporate well-being into consideration.
This culture also serves as the basis for corporate decision-making and guides everyone’s conduct. Therefore, it serves as a benchmark, and the more established it is, the more benefits it brings to people. Understand the main characteristics of a corporate culture:
Values : An organization’s mission and values play a central role in how people work.
Communication : Establishing open and positive communication between people is a way to create a more productive environment.
Performance : evaluating employee performance and proposing growth plans are also part of the culture.
Leadership : Defining how leaders should act with their teams affects people’s productivity and well-being.
These factors are relevant when creating a corporate culture because, by offering opportunities for professionals to perform their work with quality, this is what will make the company attractive to new talent.
Understand the importance of a well-established corporate culture:
Innovation
Experts who work independently and depend on leadership assistance to suggest ideas tend to innovate, hence making the company competitive in business.
Productivity
This kind of setting also offers improved working conditions and thus more productive. Whether innovating, working in a team, or meeting goals, when workers are satisfied with the environment and the people, they can concentrate and commit themselves to what they are doing.
Reputation
These working conditions enhance the reputation of the firm as a good employer brand and drive interest in talent in the market. Professionals will be exposed to the opportunities the organization provides and, as a result, interested in becoming part of the team.
How to promote corporate culture and attract talent?
Word of mouth is a typical method of communicating about a company. Happy employees will be more likely to speak about the benefits and advantages of their workplace, creating good market awareness.
But simply having this informal conversation isn’t enough if the company is strategically seeking talent. Therefore, it’s necessary to promote actions that demonstrate these organizational characteristics in practice. Here’s how:
1 – Recognize your employees
As we’ve discussed, establishing a career plan is a way to value employees and count on their engagement. Therefore, finding ways to recognize and reward them when they excel strengthens their bond with the organization and their sense of belonging.
Furthermore, people are more inclined to share their achievements and offer compliments to others when they receive recognition.
2 – Count on social media
Social media in general, but especially LinkedIn, are important tools for promoting corporate culture. It’s important to publish posts that reinforce this structure, highlighting activities and projects that inspire other professionals and generate interest in the brand.
Additionally, publicize employee achievements, such as awards, featured speaking engagements, or project results.
3 – Carry out marketing actions
Just as marketing contributes to strengthening a brand and promoting products or services, it can also be used to promote a company’s culture by creating content focused on promoting articles, case studies, and other success stories.
4 – Create spokespersons
The more a company invests in the specialization of its employees, the better its results will be, as it will have more complete professionals equipped with tools that will help the company achieve its goals.
Making these people spokespersons for the organization allows them to demonstrate their capabilities and also comment on their positive experience at work.
5 – Be clear about vacancies
If a company is looking for talent aligned with its culture, it needs to make this clear in its job postings. When describing a position and responsibilities, companies don’t always provide adequate details, which leaves room for applications that don’t meet expectations.
Therefore, the job description must be clear about what to expect from the role and, most importantly, about the opportunities the professional will find within the company.