Marketing your Company Culture

Searching for the right company to fit your personality, work style, and values can be one of the most challenging aspects of the job search. There are thousands of start-ups and corporate companies fitting the job title of your choice, but not everyone has the same culture.

Culture can be defined in many different ways. In the context of company culture, it is best defined as “the set of shared attitudes, values, goals, and practices that characterizes an institution or organization.” This may also include the company’s office environment, dress, pace of work, and how employees interact with one another.

With a product, every company tries to find that one aspect that differentiates their product from another similar in the market place. So why wouldn’t a company capitalize on the one aspect that coudl diversify them from all the other companies around the world?

This is the exact question I have continued to ask myself throughout the job search.

Millennials take up a large portion of the workforce, currently at 34 percent according to Kenan-Flager research report at UNC School of Business. This number is expected to increase over 10 percent, a 46 percent by 2020. See image below.

With this increase of millennials in the workforce, companies must capitalize on their value of culture. This is a huge opportunity for companies to attract the future of their workforce. What I’ve noticed in many companies is not their lack of culture, but their lack of internal PR and Marketing for their culture.

Last year, I came across an integrated B2B marketing and advertising agency. It was not their copious amount of awards and top titles in the industry that caught my attention; it was their transparent approach to marketing their culture.

Not only do they have a name for their company culture, but they also market their culture as a product of their own business. Their website includes a full page of content displaying videos, photos, employee activities and supported foundations that they are involved in.

What this company did right is they were open to sharing their values with the world. After reading one extensive page on their website, I felt like I knew their everything there was to know about their culture, their people, and their purpose.

Millennials know what they want when it comes to culture. I do--

I want culture. I want purpose. I want to create value. I want to empower change. I want innovation. I want philanthropy. Quite frankly, after reviewing this companies culture page, I wanted to be apart of their company.

That being said—go check out gyro. Gryo is a groundbreaking, innovative, and purposefully driven agency. With some of the most creative minds, talented leaders, and industry leading strategies, gyro continues to surprise many along their journey in the industry.

I challenge agencies alike to aspire to their level of transparency within one's own culture. I challenge agencies to diversify themselves. And I challenge agencies to use their external marketing capabilities, to better internally market themselves.

Until then, those searching for jobs-- Let what you see and hear of their culture by others create the framework for what must be inside.

XO,

Aubrey Moller

Sources: www.gyro.com | www.merrianwebster.com | https://www.kenan-flagler.unc.edu