3 Powerful Ways To Promote Your Remote Workplace Culture To Attract Top Talent

Humanizing your brand creates an emotional connection with talented candidates | Photo by Mateus Campos Felipe on Unsplash

In today’s market, hiring the best talent isn’t easy. Especially with millions of people quitting their jobs, leaving their 9–5 for freelance, or being passive about their job search. Talented candidates are more intentional about the companies in which they choose to work. They aren’t afraid to shop around and do their own background checks on companies before applying for a position. According to Glassdoor research, “69% of job seekers are likely to apply to a job if the employer actively manages its brand.” For this reason, employers should be strategic about how they promote their culture and humanize their brand.

Humanizing your brand attracts talent who resonate with your culture, values, mission, and vision while weeding out the wrong ones. It also helps potential talent to envision what their experience would be like should they join your company. Furthermore, it creates a deeper connection with your audience. Rather than lead with the stale corporate-professional speak, give your brand a personality that is engaging, personable, and still professional.

A LinkedIn report revealed, companies who have “a strong employer brand can reduce a company’s cost per hire by 50% and increase the number of qualified applicants by another 50%.” The companies that have the most success in attracting top talent are the ones who partner with their employees in creating a strategy. You’ll be surprised to learn what unique ideas your employees have.

Here are three ways you can promote your remote workplace culture to attract top talent.

Give Employees A Voice

Candidates want to learn more about the people who work for the company. Hearing from the CEO and leadership is nice but it only presents one side of the picture. Unless candidates are joining the leadership team then they won’t be able to relate. There’s no better way to share about the company than to use the company’s greatest assets, its people. Employees are already built-in brand ambassadors who can speak authentically about their experiences.

Some ways employees can promote the culture are by:

  • Sharing a brief video why they love working for your company and what makes the company unique
  • Sharing tips for getting into the industry or how they tackled an interview question
  • Doing an Instagram takeover where they show “A Day in the Life of a (position title)” or a behind the scenes post where they share their kids, pets, office setup, or what they’re working on
  • Writing a guest blog post where they can write on topics they’re knowledgeable about that directly relate to their position
  • Compiling a video series where everyone shares what one of the core values means to them and different ways the company gives back

Matt Kobach, director of social and content marketing, expressed, “at Fast, we encourage our team to build out loud by sharing the Fast projects they’re working on both online and offline.” He said, not only does this let employees own their areas of expertise publicly, but it also shows that we trust them.

Upgrade Your “Work For Us” Section

Attracting top talent should be treated similarly to how a company would want to attract clients. Having a plan in place and consistently promoting your remote culture makes it easier for talented candidates to choose your company over the competitors. A company’s website is prime real estate to demonstrate to candidates why they should choose you. Unfortunately, most companies do the bare minimum by only sharing open positions. As such, this makes candidates question what the company is hiding that they don’t want to be transparent about the culture.

Here are some things talented candidates want to see:

  • What charitable organizations a company gives back to
  • What social causes it advocates for (bringing awareness to racial injustice, domestic violence, gender inequality, climate change, hunger and food insecurity)
  • How it partners and gives back to the community (grass-root organizations, non-profits, fundraisers)
  • Do you walk the talk when it comes to diversity and inclusion? (share and celebrate diverse clients, employee resource groups that are available, having swappable holidays)
  • What’s in it for them benefits-wise? (flexibility, mental health benefits, generous vacation days, paid parental leave, remote work stipend, professional development opportunities)
  • Team building activities (annual in-person retreats, remote escape rooms, virtual movie nights with a tiny campfire from TeamBuilding, virtual wine and paint, etc.)
  • The company’s core values and how they’re lived out
  • What the onboarding experience would look like if hired

Another selling point is putting a face to the name and including pictures along with short bios for each team member. This is much easier to do for smaller companies. Some companies have even taken it a step further by showing how pet-friendly they are by adding a “Motivational Committee” with pictures of workers’ pets along with a fun fact.

Leverage Social Media To Engage Your Audience

Candidates don’t want to hear from companies they want to hear from the people who work there and see how workers are treated, recognized and celebrated. Kobach said, “Fast supports employees bringing their whole selves to work. We celebrate our employees and the work they do, and we celebrate them as parents, friends, community leaders, and any other parts of who they are that they’re comfortable sharing.”

Using social media to humanize your brand through videos, Q&A sessions, behind-the-scenes work, cultural events, and initiatives is an easy way to engage your audience. Marcin Jablonski, chief commercial officer at LV Bet, holds regular Q&A sessions on social media to open up a dialogue with prospective candidates and to let them know what LV Bet is about.

A few ways you can engage your audience are:

  • Asking for ideas about company swag or having them vote on which swag you should introduce next
  • Hosting online contests where followers vote on a winner (ugly sweater contest, WFH desk decorating contest, gingerbread house contest, etc…)
  • Having TikTok competitions
  • Creating and promoting a company hashtag

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Forbes senior journalist, workplace culture consultant, leadership coach, domestic violence advocate, workplace bully activist and Corgi mom!

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Heidi Lynne Kurter

Heidi Lynne Kurter

Forbes senior journalist, workplace culture consultant, leadership coach, domestic violence advocate, workplace bully activist and Corgi mom!

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