19 Expert Tips For Marketing A Company’s Internal Culture Externally
Original article published in Forbes
As the leaders of some of today’s most successful brands have figured out, marketing a company’s internal culture can help attract top talent who share its core values and are more likely to thrive within its unique environment. A strong cultural brand also builds trust with consumers, who increasingly want to support businesses that follow practices aligned with their own beliefs and demonstrate an authentic commitment to their stated principles.
Moreover, by showcasing their company culture publicly, leaders hold themselves accountable for maintaining those standards, as any perceived gap between the ideals they market and reality could damage both recruitment efforts and customer relationships. Below, 19 members of Forbes Agency Council share expert tips on how to highlight the best parts of one’s company culture for outside audiences, along with reasons why it’s such a smart idea to do so.
1. Empower Teams To Live By Core Values
We believe that when a company truly embraces its core values—and empowers its teams to live by them—those values naturally resonate beyond the office walls. When our employees are actively engaged in building and embodying the culture, it becomes a part of everything they do, making it visible not only internally but also externally. - Dean Ben-Zour, Mighty Apes
2. Align Charitable Outreach With Your Mission
A company could consider doing charitable work, volunteering or donating to causes that mirror its internal culture and values and are core to the company’s mission statement. Alternatively, if the company is a consumer products company, it could consider product donations or giveaways that offer a chance to meet members of the company’s management and understand their vision and values for the company. - Scott Powell, Skyline Corporate Communications Group, LLC
3. Create A Respectful Environment
Culture comes through in everything a company does, from the way leaders address the people they work with to the way their teams address their clients. I don’t believe you market your culture; I believe you live your culture. Treat people with respect, promote collaboration between teams and create an environment where people feel respected and valued . - Andrea Ruskin, Blum Consulting Partners, Inc.
4. Let Employees Share Their Authentic Experiences
Don’t make the same mistake that some brands have made by staging content to market your internal culture. Encourage employees to authentically document their experiences and share their days on LinkedIn. It’s scary, but it will make a bigger impact. - Dean Seddon, Maverrik
Read the entire article here
