{"id":4926,"date":"2022-03-22T11:51:49","date_gmt":"2022-03-22T15:51:49","guid":{"rendered":"https:\/\/www.talentrise.com\/?p=4926"},"modified":"2022-05-10T15:46:43","modified_gmt":"2022-05-10T19:46:43","slug":"communicating-corporate-culture-through-employer-branding","status":"publish","type":"post","link":"https:\/\/www.talentrise.com\/communicating-corporate-culture-through-employer-branding\/","title":{"rendered":"Communicating Corporate Culture Through Employer Branding"},"content":{"rendered":"\n

While an organization\u2019s culture is only one component of its employer brand, it\u2019s one of the main reasons why job candidates decide to join\u2014and remain with\u2014a company. A good cultural fit results when a candidate\u2019s beliefs and behaviors align with the organization\u2019s values and culture. When aligned, the candidate will be more likely to become an engaged, committed, and productive employee. The most successful organizations use their employer branding to differentiate themselves\u2014and their corporate culture\u2014 from their competitors.<\/p>\n\n\n\n

The definition of corporate culture<\/h2>\n\n\n\n

At its most basic, corporate culture can be described as the personality of an organization. A company\u2019s culture consists of shared beliefs and values that have been established by leadership and communicated and reinforced throughout the organization. According to SHRM<\/a>, \u201cwhen an organization has a strong culture, three things happen\u2014employees know how top management wants them to respond to any situation, employees believe that the expected response is the proper one, and employees know that they will be rewarded for demonstrating the organization\u2019s values.\u201d<\/p>\n\n\n\n

The role of corporate culture in attracting and retaining talent<\/h2>\n\n\n\n

The employer-employee dynamic has changed drastically in recent years. Job applicants are looking for more than just a paycheck\u2014they want to feel engaged, valued, and have a work-life balance. An organization\u2019s culture plays a strong role in determining if these wants will be achieved. It\u2019s in the best interest of the job candidate and the employer to ensure there\u2019s a good cultural fit.<\/p>\n\n\n\n

What an organization stands for is a big deciding factor in where people choose to work. Purpose is valued over profit by millennials\u2014the largest segment of the workforce. They are looking for a deeper sense of connection to the workplace and are socially and community aware and motivated. Research from LinkedIn found that 86 percent<\/a> of millennials would take a pay cut to work at a company that holds the same values as their own. Millennials expect their employer to maintain a diverse and inclusive work environment where employee differences are emphasized to bring value to the organization.<\/p>\n\n\n\n

A strong corporate culture positively impacts the organization\u2019s brand\u2014which helps to attract talent<\/strong>. Employees who have a strong connection to an organization are much more engaged and productive and less likely to leave\u2014which helps to retain talent<\/strong>.<\/p>\n\n\n\n

Using employer branding to communicate your corporate culture<\/h2>\n\n\n\n

Before accepting a job offer, 80 percent <\/a>of job seekers want to understand the company\u2019s culture. However, It could take the candidate several months\u2014of being in the position\u2014to truly understand the organization\u2019s culture and values. That\u2019s why it\u2019s important that you accurately represent your culture in your employer branding and provide the job applicant with as much information as possible to determine if a cultural fit exists before accepting the position.<\/p>\n\n\n\n

An employer brand is a company\u2019s reputation as a workplace that\u2019s shaped by what its employees value most about the organization. Below are a few examples of what job seekers are looking for in a potential employer so you can be sure to provide them in job postings, on your website, and across your social media platforms.<\/p>\n\n\n\n