How to leverage your corporate culture

Why should a CEO care about corporate culture? Because employees care about it.

Employees want much more than a job. They want to be part of something rewarding, engaging and purposeful. They want to contribute to a company in a meaningful way. As a result, culture has shifted from a “nice to have” to a “must have” for today’s successful companies.

This leaves CEOs with two jobs to do: First, build a strong corporate culture. Second, leverage a strong corporate culture. For guidance on that first step, check out this blog post and watch the embedded webinar. This post explores step two: Leveraging culture to differentiate your company, engage employees, and attract and retain a talented workforce.

Promoting your culture

If your culture makes your company unique, make sure to tell others about it. There are several ways you can promote your culture, including:

• Ensure that your employee value proposition and messaging reflect your culture
• Create content for your company’s intranet, website and blog that highlights your culture
• Spotlight top performers within your culture on social media
• Develop an employee-referral program to find others that fit your culture
• Extend your culture into your job descriptions and the candidate experience
• Seek awards and other third-party endorsements based on your culture

Reaping the rewards

Promoting a strong corporate culture can lead to many positive outcomes for your organization. Here are a few:

• Attract more qualified candidates that fit your culture
• Engage with passive candidates
• Compete on dimensions beyond compensation
• Improve offer acceptance rates
• Increase retention and reduce turnover
• Enhance employee engagement
• Increase employee referrals
• Receive recognition as an “employer of choice”
• Create a competitive edge
• Improve your bottom line

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