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Marketing & Branding

How to Promote Company Culture

By March 3, 2022No Comments

culture megaphone of workersAs competition for talent rages on, what’s your organization doing to come out on top? One way to position your business to attract and retain the best people is to promote your company culture – provided, of course, that it’s a positive one. I won’t go into what you should be doing to build a strong culture here – that’s a topic for another blog. But if you’ve been diligently cultivating a culture that employees want to be a part of, then now’s the time to be shouting it from the rooftops. 

Employees are in the driver’s seat. And when it comes to choosing where they’ll land, they’re being selective, looking at reviews and seeking feedback from connections, researching the company itself, especially its culture and branding:

  • 86% of employees and job seekers research company reviews and ratings before applying (Glassdoor/Harris poll)
  • 75% of active job seekers are likely to apply to a job if the company actively manages its employer brand e.g. responds to reviews, updates their profile, shares updates on the culture and work environment (Glassdoor survey)
  • 68% of Millennials, 54% of Gen-Xers, and 48% of Boomers visit employer’s social media channels to evaluate the employer’s brand (CareerArc study)

Today’s job seekers want to know what your company culture looks like, whether it aligns with their values, and if others are happy working for you. That’s why it’s so important to have HR and PR teams working together in tandem as you continue to combat the Great Resignation. In my decades of experience as a public relations and integrated marketing professional, I’ve helped countless companies spread the word about why their organization is THE place to start and grow a career. While strategies vary from client to client, the basic tenets remain the same. Below are my culture megaphone go-to’s.

3 Strategies for Successful Culture Promotion

Follow these strategies to showcase your culture, boost your brand, attract the best recruits and keep your workforce engaged.

1. Think Beyond Benefits

Don’t simply tout the benefits your company offers. Tie them to your core values. For example, promote how your leadership prioritizes employee health and wellness rather than just saying you provide gym memberships. Instead of focusing on internal promotions, talk about how teams leverage your learning and development initiatives to carve out exciting career paths. 

2. Call Attention to Culture through Digital Content

You need an omnipresent digital presence that places your culture front and center on your website’s career page, blogs/articles (Google has a whole blog dedicated to learning about life at the company),  and social media channels, especially LinkedIn. Share your company values and vision. Let recruits know you’re committed to nurturing talent and cultivating a workplace that values its workers. Highlight employee achievements and team activities. Spotlight popular perks, such as flexible workplace arrangements. Use these channels as a lens into your organization and the day-to-day so that people can see why it’s a great place to be. In working with executives, I can’t stress enough the value of leveraging LinkedIn to promote your culture, including LinkedIn Live where team members can share their experiences. It’s an incredibly powerful tool to position your company as the #1 in your industry sector. 

3. Share Employee Driven Content and Encourage Employees to Share Your Content

A great way for job seekers to see the real deal is through the eyes of your workforce itself. Encourage employees to share what it’s like to work for your company through behind-the-scenes content. Use LinkedIn Live, create a podcast or vlog/YouTube channel devoted to highlighting aspects of your company’s culture. Having your workforce candidly share their experiences can have significant impact. Post this content on your social media channels and encourage employees to like and share it as well. The more it spreads, the more people will learn about your organization.

Gone are the days of “If you build it, they will come.” You need to be your own cheerleader, but in the right way. Not sure how to start? I’m here to help.


Julie Livingston

Author Julie Livingston

Julie Livingston is president/founder of WantLeverage Communications

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