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In the last 60 years or so, our priorities when choosing who we work for, and why, have gradually shifted. My father’s generation, and his father’s generation before him, living in a post-depression, post-war world, generally tended to favour choosing jobs that offered them security, rather than stimulation. However, times have changed, and with them, so have trends.
As a ‘millennial ‘(I personally can’t stand this term – I prefer being a 90s baby) I’ve witnessed possibly the greatest advances in technology the world has witnessed. Only 15 years ago we used to have phones that resembled bricks, and weren’t that much more functional. Now we carry around mini-computers in our pockets. This progression has created financial prosperity and countless opportunities, with new businesses sprouting up in every industry. With so much choice, employees are not searching for a means of stable living, but are looking at a company’s values, meaning and community – what we would call ‘Company Culture’.
In the start-up world, company culture has become synonymous with flexibility, free food or drinks, open offices, and even games consoles and ping-pong tables (N.B. the movemeon team challenges anyone to a table tennis match!). But you can’t just buy culture because culture is more than materialistic perks – it is the sum of the behaviours, beliefs, values, and customs of a group of people, particularly those that distinguish the group from another – and now a company’s culture is more important in distinguishing itself from another than ever.
This is because there is an inextricable link between company culture and employer branding. When I first decided to join the movemeon team back in July it was primarily based on my belief in the movemeon culture (and I know that recent team-members Adam and Jorge have echoed these thoughts). Our company is built on product belief, flexibility, a good work/life balance and a flat structure with everyone involved in decision-making. Company culture is what attracted me to the job, and it is what has and will keep me in this job for the foreseeable future. Company culture = attraction & retention; therefore, it is absolutely essential that a company’s culture is reflected in employer branding.
I read some shocking statistics on Forbes’ website the other day: 89% of post-interview failures are attributed to ‘poor cultural fits’. That is why here at movemeon we offer all of our clients the opportunity to fully brand their job posts – they can promote their company culture using testimonials, videos, pictures and more, which has proved very effective.
This is what you might call ‘culture branding’. By having a true and meaningful culture brand, candidates immediately know if they are the right ‘fit’ for the organisation, which is reflected in the quality of applications a company receives. The ultimate aim is that companies have only the right candidates applying for their roles – those who have the right skills and truly fit the company culture. And the good news is that these candidates will be more likely to stick around too.