How to use your brand culture and values to attract new talent
Culture is a necessary component for your company as it defines your corporate identity and therefore, magnifies the growth and success associated with that.
A vast majority of hospitality job seekers are pursuing companies that have compelling characteristics, that show off their inspiring mix of culture and values that make their business unique and desirable to a variety of candidates. It’s essential that as a business you align your focus with these factors to achieve the same outcome.
Creating brand culture
Interpreting company culture into your hiring approaches is immensely beneficial as it culminates how you define your brand’s values, mission, vision, and purpose.
Company culture is the foundation of your business and contributes to how you’re perceived as a hospitality employer. It functions as a crucial part of what potential recruits will look for when considering a new position and is just as significant as other prospects like salary and benefits.
Setting aside time to explore a variety of skills and personality types you want in a hire, what your existing team value in you as an employer, and what type of hospitality business you want to be defined as, creating a brand culture that candidates will be enthusiastic to join.
Getting the right cultural ‘fit’
Candidates can often be an ideal fit on paper but once introduced into your existing team can sometimes be an unsuitable choice. Maintaining a strong element of brand culture will make recruitment and retention processes easier as you have a clear idea of who is the ‘perfect match’ for your company, and the qualities and attributes you need to enhance your existing team.
Every hospitality employer wants to recruit top talent however, it’s important to reserve time to consider cultural ‘fit’ and whether your new hire will thrive within your organisation. This in hope should save time and money in the long term.
Culture ‘fit’ or culture ‘add’
It would be valuable to consider recruiting people who fit your ‘ideal’ description as it can create an identikit workforce. By formulating a diverse and inclusive workforce, in essence hiring for ‘add,’ you create a culture that is innovative, dynamic and with a more engaged workforce.
Companies with above-average diversity produce more revenue through innovation, and employees in inclusive companies are four times more likely to report high levels of wellbeing and job satisfaction.
Offer support to your staff and produce regular surveys to understand how comfortable your employees are within your company and what changes are positively affecting creativity and retention. Ensure that there is opportunity for development and growth within your business to not only enhance employees’ careers but also to drive progression within your company.
Engage your managers and team leaders in cultural change – they can be catalysts and crucial for success. It’s common for company culture to adjust as your business does – it will flex and is a dynamic part of your brand.
Identifying cultural change
A positive culture change can encourage employees to be more innovative, productive, and engaged. Although it can be a difficult process, as it requires staff to adopt new methods of thinking and behaving. If executed well, cultural change can be a powerful tool for organisational success.
Top Tips on how to manage cultural change within your business
Evaluate your current workplace culture and be prepared to adjust
Carry out anonymous surveys and be willing to act on the findings if you truly want to change your brand’s culture. Ask yourself: does my business feel friendly, do my employees feel valued, and do my teams take an active interest every day?
Involve everyone in the process
The aim of any culture change is to motivate, engage and incentivise your workforce. By involving them in the process they will feel a sense of ownership and be more willing to adapt to any changes.
Communicate effectively
Change can be hard for some people to accept and by sharing regular updates on progress you can reassure your teams. Avoid communicating in a way that could be seen as threatening or intimidating, be open and listen to feedback, acknowledging concerns so that your employees and management team feel heard.
Prioritise employee health and wellbeing
Encourage and create a culture where people can be their best selves at work, where both physical and mental wellbeing are priorities and were your people feel safe discussing these.
Manage expectations
Changing your culture requires dedication, ongoing commitment and plenty of hard work. Employees like stability and cultural change brings an element of uncertainty and insecurity. Your role is to reassure, understand and accept your people’s reactions and work with them to reach a shared cultural goal.
Download our free Hospitality Hiring Made Easy Guides
How do you source the best hospitality talent? What can you do to create brand loyalty and improve retention? Is your company culture important when recruiting? What makes candidates want to work for your business?
In this 4-part guide we provide clear information and top tips to help you manage your recruitment process and build a loyal, engaged and successful workforce to drive your business forward.
As a trusted hospitality recruitment partner, Caterer.com has 20 years’ experience working with the industry, for the industry. This guide will inspire you to develop powerful and practical recruitment and talent management processes.
