January 17, 2024 
In today’s competitive job market, it’s not enough to simply offer a competitive salary and benefits package to attract top talent. Companies must also have a strong brand culture that resonates with potential employees.
But what exactly is brand culture, and how can you leverage it for talent acquisition? In this article, we’ll explore the importance of brand culture and provide tips on how to use it to attract the best candidates for your company.
What is Employer Branding?
Defining Employer Branding
Employer branding, also referred as brand culture, is the set of values, beliefs, and behaviors that define a company and its employees. It is the personality of a company and how it is perceived by both employees and the public.
A strong brand culture is one that is aligned with the company’s mission and values, and is consistently communicated and demonstrated by its employees. It is not just about having a cool office space or offering free snacks, but rather about creating a sense of purpose and belonging for employees.
The Importance of Brand Culture
A strong brand culture is crucial for a company’s success. It not only helps attract and retain top talent, but it also improves employee engagement, productivity, and overall company performance.
In fact, a study by Deloitte found that 94% of executives and 88% of employees believe a distinct workplace culture is important to business success. Additionally, companies with a strong brand culture have a 4x higher revenue growth rate compared to those without.
How to Leverage Your Brand Culture for Talent Acquisition
Now that we understand the importance of brand culture, let’s explore how you can use it to attract top talent to your company.
Define Your Brand Culture
Before you can effectively leverage your brand culture for talent acquisition, you must first define what it is. This involves identifying your company’s core values, mission, and vision, and how they align with your employees’ beliefs and behaviors.
You can do this by conducting employee surveys, focus groups, and interviews to gather insights on what your employees value and how they perceive the company’s culture. This will help you create a clear and authentic brand culture that resonates with potential candidates.
Showcase Your Brand Culture on Your Website and Social Media
Your company’s website and social media platforms are often the first touchpoints for potential candidates. Use these platforms to showcase your brand culture and give candidates a glimpse into what it’s like to work at your company.
This can include sharing employee testimonials, photos and videos of company events and activities, and highlighting your company’s core values and mission. This will help candidates get a better understanding of your brand culture and determine if it aligns with their own values and beliefs.
Encourage Employee Advocacy
Your employees are your best brand ambassadors. Encourage them to share their experiences and insights about your company’s brand culture on their personal social media accounts.
This not only helps spread the word about your company’s culture, but it also shows potential candidates that your employees are proud to be a part of your organization. This can be especially effective for attracting passive candidates who may not be actively looking for a job but are open to new opportunities.
Use Brand Culture in Job Descriptions and Interviews
When crafting job descriptions and conducting interviews, be sure to highlight your company’s brand culture and how it aligns with the role and the company’s mission. This will help attract candidates who are a good fit for your company’s culture and values.
During interviews, ask questions that assess a candidate’s alignment with your brand culture, such as “What values are important to you in a company?” or “How do you see yourself contributing to our company’s mission and culture?”
Offer Unique Perks and Benefits
In addition to traditional benefits like health care and retirement plans, consider offering unique perks and benefits that align with your brand culture. For example, if your company values work-life balance, offer flexible work hours or remote work options.
If your brand culture is focused on health and wellness, offer gym memberships or healthy snack options in the office. These perks not only attract top talent but also reinforce your company’s values and show that you care about your employees’ well-being.
Partner with Organisations that Align with Your Brand Culture
Partnering with organisations that align with your brand culture can help attract candidates who share similar values and beliefs. For example, if your company values diversity and inclusion, partner with organisations that promote these values and attend their events to connect with potential candidates.
This not only helps attract diverse talent, but also shows your commitment to your company’s values and mission.
Real-World Examples of Leveraging Brand Culture for Talent Acquisition
Airbnb
Airbnb’s brand culture is centred around the idea of belonging and creating a sense of community. They showcase this through their “Belong Anywhere” campaign and by highlighting their employees’ diverse backgrounds and experiences.
They also offer unique perks and benefits, such as travel credits and a $2,000 annual stipend for employees to travel and stay in Airbnb listings. This not only aligns with their brand culture but also helps attract candidates who value travel and new experiences.
Patagonia
Patagonia’s brand culture is centred around environmental sustainability and social responsibility. They showcase this through their “Worn Wear” campaign, which encourages customers to repair and reuse their clothing rather than buy new ones.
They also offer unique benefits, such as paid time off for employees to participate in environmental activism and a childcare program that aligns with their values. This not only attracts candidates who share their values but also reinforces their commitment to their brand culture.
Conclusion
Strong employer branding is crucial for attracting top talent to your company. By defining your brand culture, showcasing it on your website and social media, encouraging employee advocacy, and offering unique perks and benefits, you can leverage your brand culture to attract the best candidates for your organisation.
Partnering with organisations that align with your brand culture and highlighting real-world examples of how your company embodies its values can also help attract top talent. By prioritising your brand culture, you can create a workplace that not only attracts top talent but also drives employee engagement and company success.
