Talented employees, middle managers and executives are in demand worldwide. Often a new opportunity and increased salary is not enough to recruit a highly-experienced individual from another employer. The move is a risky one, particularly for established professionals, and while there is no guarantee that every new role transition will be successful, corporate culture weighs heavily on the list of “must have” for quality candidates.
Whether you are aware of it or not, every business and work environment has a unique social microcosm, moral code and reward and recognition structure, that either improves morale or negates it. There is a reason why some of the largest and most successful organizations actively invest in developing a culture; it improves recruitment while supporting retention of talented employees, by connecting them to a true team like environment.
If your business has cultivated a culture to be proud of, there are several benefits to actively sharing that positive aspect transparently though social media and digital marketing. We’ll explain why it matters, and how businesses can showcase their culture, to attract both prospective candidates and customers.
Candidates Are Fearful of Toxic Environments
One of the most difficult things for potential hires to ascertain, is whether the culture of the recruiting company aligns with their workplace preferences. For professionals who have been with the same organization for an extended period, there is a natural fear of transitioning to a corporate environment that may not be as positive, or amenable as it appears from the outside.
Managers and employees can spend anywhere from thirty-five to more than fifty hours per week, shoulder to shoulder with their teams. How important is culture to prospective hires? According to one survey featured in Forbes, which polled more than 1,400 North American executives, revealing that:
- 90% of executive leaderships felt culture was important in their organizations.
- 92% of C-Level leaders believed that improving corporate culture would further the value of the company and marketability.
- Only 15% of the respondents said they felt their own corporate culture was where it should be, to recruit talent, retain employees, and support productivity and increased profit.
Beyond salary and location, perks and benefits, career professionals view the social corporate environment to be a top concern, advantage or detriment to staying long-term with an employer.
The problem is that an employee can’t really judge what the corporate culture is for an organization, until they are immersed within it. By that time, if the environment isn’t a good fit, it’s too late, as the employee has already transitioned to the new employer. Companies that are fun and fair to work for, can demonstrate those aspects (including social and charitable events, employee recognition and more) on social media. It’s equivalent to hanging a sign that reads “it’s fun and rewarding to work here”.
The Elements of a Desirable Corporate Culture
As we know that corporate culture is important, both from a productivity stand point, supporting team performance, but also in the success rate of recruitment and hiring, it is important to understand the criteria that defines a positive corporate culture. Unsurprisingly, corporate culture tends to mean something different to employers than to employees, but it is important for businesses to remain intuitive to what workers prioritize, for successful team environments.
What do prospective employees want to see, and what are the hallmarks of a positive organizational culture and work environment?
- Vision and values (understanding how the organization is making customer lives or the world better).
- Integrity in business and internal practices. Is everything transparent and honest? Is management fair with equal expectations of employees?
- Growth orientation within the organization. Continuing education, personal development and employee assistance programs that help workers manage work and life balance.
- Has thought gone into the work space to make it a pleasurable place to spend time? Are there opportunities for privacy and collaboration that make people “feel good” about working there?
- Recognition and incentives. Are employees rewarded for exceptional innovation? Are they given the opportunity to be acknowledged for exceptional performance to their peers and co-workers?
Interestingly in our experience (and it is supported in many surveys and research studies), salary is not the top motivating factor, or determinant of a positive workplace culture. The markers are more personal and deeply meaningful, and contribute to a feeling of belonging in the organization, and being an important part of a strong and successful team.
How to Share Your Culture on Social Media
Some of the most amazing companies to work with are a little shy about sharing their stellar workplace culture with others. We know that being modest is a concern, but the bright aspects of any corporate culture can be used effectively to both endear brands and businesses to new customers, as well as to recruit and retain employees. There are measurable benefits to tactfully sharing a winning corporate culture.
Some ideas and opportunities to share your culture online include:
- Charitable partnerships, including fundraising projects.
- Volunteer engagements where staff are contributing to benefit the local community.
- Length of service awards for staff.
- Feature staff in digital marketing campaigns. Frequently your biggest brand advocates are the people who work for you, and their employee pride, comments and testimonials are authentic and impactful.
You don’t have to be a large corporation to benefit from sharing an organizational culture you are proud of. In fact, small and medium sized businesses benefit tremendously in the start-up phase, by modeling their growth as connected to who they are personally, and altruistic ideals. Aim to include at least one post per week that gives B2B and consumers a peek at the people behind the scenes. A valuable public relations habit, that will help encourage employees, and improve the public goodwill for your organization.