cultureToo often, HR managers and employers think the golden ticket for reeling in the best job candidates is to craft a great employer brand. An employer brand is important, sure — it focuses on crafting a reputation for your organization as one that creates great products or services. But increasingly, companies that want to stand out are taking a more wholesome approach — creating a culture brand.

Just what is a culture brand? Every organization has a company culture, whether employees and senior leaders realize it or not. A company culture, then, is made up of the values, beliefs, underlying assumptions, attitudes, and behaviors shared by a group of people. Company culture manifests itself every day and is visible in a variety of aspects of a company, from the way co-workers interact to the atmosphere at company meetings to the language the boss uses when addressing a mistake. Language, decision-making habits, social habits, symbols, logos, stories, and even objects employees choose to keep at the desk indicate company culture.

Company culture has a huge impact on the level of happiness employees will experience when working at an organization, and it can make or break their motivation and will to come to work each day.

Here are five reasons a company culture brand will improve recruitment:

1. Culture draws in candidates. The most dedicated job candidates don’t just want to work any old job — they want to feel like they’re a part of a team. Crafting and showcasing a great company culture will help employees to feel they’re not just a cog in the machine, but a valuable asset helping to achieve the company’s overall goals. Job candidates who can gain access to a snapshot of company culture — whether via social media, videos, photos, or community events — will be more likely to be dedicated to your organization in the long run.

2. Culture diminishes turnover. A great internal culture means your employees aren’t just treated as worker bees, but are treated as equals in the decision-making process. Their feedback is valued, and their concerns are recognized quickly. While employees may choose to leave a company for a number of reasons related to pay or new career opportunities, a positive culture is what ensures they like coming to work every day.

3. Culture impacts productivity. An employee who’s dissatisfied with company culture — or experiencing negative workplace practices — will experience a loss of trust in the organization and senior leaders, resulting in lessened motivation and ultimately, lower productivity. A positive company culture is essential for ensuring your employees are motivated to get work done, innovate, and reach new goals.

4. Culture boosts mood. When a job candidate comes in for an interview, they’ll be able to pick up on the mood of the office immediately — are people smiling and working together or sitting at their desks with their heads low? A negative culture will result in unhappy employees. Better moods mean better performance, and a boring or hostile culture simply isn’t sustainable over time. Companies that don’t take time to address employee needs and focus on creating a great place to work will see a poor work product and attrition — and qualified job candidates will be sent running.

5. Culture improves employee referrals. If your company is pegged as a great place to work by existing employees, they’ll be more likely to refer job candidates in their network. Employee referrals result in the majority of hires at many organizations, and companies that don’t receive them can take that as a hiring red flag. Remember, a great culture rewards employees who make referrals, either with bonuses or smaller prizes like extra days off or prizes.

A great company culture doesn’t just improve employee motivation and mood — it’s also the best recruiting tool. Showcasing culture is the number one way to snag great new hires, so before you take on new job candidates, assess your organizational culture first. Showcase it during the recruiting process, and watch quality candidates pour in.

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