In today’s competitive hiring landscape, salary alone isn’t enough to attract and retain top-tier professionals. The best talent — especially those with high-impact potential — are choosing companies that offer something deeper: a strong, inspiring brand culture.
But what exactly is brand culture? How do you define it, build it, and use it to draw in exceptional team members?
Let’s dive into the strategy behind building a brand culture that not only attracts talent, but keeps them engaged and motivated long-term.
What Is Brand Culture?
Brand culture is the personality of your company. It’s made up of:
- Core values
- Leadership style
- Communication habits
- Office rituals (remote or in-person)
- How you treat your employees and customers
- The unspoken norms people follow inside the business
It’s what your team experiences — not what you print on the wall.
Why It Matters More Than Ever
According to Glassdoor and LinkedIn research:
- 77% of workers consider company culture before applying.
- Over 50% would leave a high-paying job for a better cultural fit.
- Culture impacts productivity, loyalty, creativity, and retention.
In short: a weak or toxic culture repels high performers.
Step 1: Define Core Values That Actually Mean Something
Avoid cliché values like “Integrity” or “Innovation” unless you live them visibly.
Instead:
- Choose values that are specific to your business’s identity.
- Make them actionable — show what they look like in daily behavior.
- Reinforce them in hiring, reviews, and decision-making.
Example:
A startup might say: “We move fast, own our outcomes, and care deeply about customers.”
Step 2: Lead by Example
Culture flows from the top. Founders and managers set the tone by:
- How they communicate (transparent vs. secretive)
- How they handle failure (learning vs. blame)
- How they make decisions (inclusive vs. hierarchical)
- How they treat support staff (respect vs. neglect)
You can’t outsource culture. You are culture.
Step 3: Hire for Cultural Contribution, Not Just Fit
“Culture fit” can reinforce sameness. Instead, hire people who add new perspectives but align with your mission and values.
Ask interview questions like:
- “What kind of team brings out your best work?”
- “How do you respond to feedback?”
- “What kind of culture do you thrive in — and what do you avoid?”
Include values-based scenarios in assessments.
Step 4: Create Meaningful Rituals and Rhythms
Culture shows up in what your company does regularly.
Examples:
- Weekly wins meeting
- Shout-outs in Slack
- Founder AMAs every quarter
- Monthly “culture lunches” to discuss values in action
- Virtual coworking for remote teams
Small rituals reinforce belonging and energy.
Step 5: Invest in Employee Growth and Autonomy
Top talent wants:
- Freedom to experiment
- Clear growth paths
- Support without micromanagement
Show you care about their success by:
- Offering professional development stipends
- Mentorship programs
- Promoting from within whenever possible
When people grow, culture strengthens.
Step 6: Tell Your Culture Story Publicly
Use your website, careers page, and social media to showcase:
- Team testimonials
- Behind-the-scenes culture moments
- Values in action
- Celebrations and milestones
This attracts like-minded candidates who already resonate with your environment.
Step 7: Address Cultural Drift
As you scale, culture can fade or fragment. Guard it by:
- Regularly revisiting values with your team
- Encouraging feedback and cultural check-ins
- Promoting culture champions within the org
- Documenting rituals so they survive leadership transitions
Culture isn’t a project — it’s an ecosystem.
Real-World Inspiration
- Airbnb made “belonging” part of every team touchpoint.
- HubSpot has a Culture Code PDF viewed over 5M times — and updates it regularly.
- Notion is known for its deep, thoughtful culture — visible in every detail of its hiring and branding.
Final Thoughts: Culture Is a Competitive Advantage
Brand culture isn’t a “soft” business concern — it’s a core growth strategy.
If you create a company where people feel safe, seen, and supported — they’ll bring their best selves to the mission. And that’s how you attract and retain top-tier talent without competing on salary alone.