Corporate Culture: The Secret to an Irresistible Employer Brand
Forget foosball. A strong employer brand isn't what you promise, but what you are. Discover how to make your company culture your greatest asset.
In a job market where attracting and retaining talent has become an art, corporate culture is no longer a mere "nice-to-have" option. It's the foundation, the DNA upon which an employer brand that is authentic and, dare we say, irresistible is built. But how do we move from nice words on a poster to a reality that is lived and embodied by every employee?
To decipher this fascinating topic, we had the pleasure of discussing with Barbara Vandermaesen, co-founder of the consulting firm Humind, in our latest podcast. With her experience as a consultant and HR director, she provided us with valuable insights on how to build a culture that not only attracts but also makes people want to stay.
Let's discover together the secrets to making your culture the most powerful of your assets.
What is Corporate Culture, Concretely?
Forget the academic definitions. Barbara offers us a much more evocative metaphor: imagine entering a house. Before even seeing the details, you feel an atmosphere. It's the smell, the warmth, the soul of the place. The corporate culture, that's exactly what it is.
"It's that soul, that smell, that atmosphere that is created within the organization. [...] It's something that you feel." - Barbara VandermaesenA strong culture is not one where everyone thinks the same. It's a consistent culture. It's when the experience you have, whether as a candidate, employee, or customer, is the same at every touchpoint. From the wallpaper on Teams to the onboarding, including the way successes are celebrated.
The 4 Pillars of a Living and High-Performing Culture
So, how do we build this consistency? According to Humind, it all rests on a pragmatic four-dimensional model. To omit any one of them is to risk seeing your beautiful cultural edifice collapse.
1. The Expression: Communicating Your DNA
This is the most visible part. It's about defining and clearly communicating who you are.
- Define your values: What do they actually mean to you?
- Create a manifesto: Share your story, your "why".
- Deploy a communication plan: Use all channels (intranet, posters, meetings) to ensure the message is heard.
But beware, this is only the beginning. A culture that remains at the stage of expression is an empty shell.
2. Modeling: Embodying Behaviors
A value like "innovation" is good. But what does it mean in everyday life?
- Translate values into observable behaviors: Does "Innovate" mean "having the right to make mistakes"? "Suggesting ideas outside of one's scope"?
- Leading by example: Managers and executives must be the first to embody these behaviors. If you advocate for collaboration, but the leaders work in silos, the message gets mixed.
- Train and support: Help your teams understand and adopt these new habits.
3. Anchoring: Aligning Your HR Processes
This is where the magic happens (or not!). Your culture should permeate all of your organizational processes, especially your HR levers.
- Recruitment: Does your hiring process reflect your values? Are the interview questions aligned?
- Onboarding : Welcoming new members is a crucial moment to convey the culture.
- Performance Management: Do you assess and reward the behaviors you want to promote?
- Internal communication: Your intranet, newsletters, events... everything should reflect your culture.
4. Empathy: Taking the Pulse of Your Organization
One can only improve what one measures. To know if your culture truly lives, one must listen.
- Quantitative surveys: Regular polls to measure adherence to values and the social climate.
- Qualitative approach: Interviews, focus groups, workshops to understand the nuances.
- Observation: Pay attention to the weak signals, the informal rituals, and what is said around the coffee machine.
By working on these four dimensions in a balanced way, you create a virtuous circle where the culture is continuously strengthened.
From Culture to Recruitment: Culture Fit or Culture Add?
This is a strategic question that every human resources professional should ask themselves. Should we recruit people who are like us (Culture Fit) or people who complement us (Culture Add)?
- Culture Fit: It's the path of comfort. We recruit "clones" who integrate easily. The risk? Groupthink, stagnation, and reduced adaptability.
- The Culture Add: It's the path to evolution. We hire diverse profiles that bring new perspectives and challenge the status quo. It's essential for innovation, but it requires a greater integration effort to ensure the individual doesn't feel like an "alien".
The right answer depends on your maturity and your HR strategy. What's important is to consciously make this choice: are we looking to strengthen our current culture or to evolve it?
Showcasing Your Culture: Employer Branding in Action
Once your culture is defined, embodied, and established, it's time to make it shine to attract the talents that match you.
- Authenticity above all: Your employer brand should be a true reflection of your internal reality. False promises create disappointments that are costly in terms of turnover and reputation.
- Internal-External Coherence: The message conveyed on your career site, in your videos, or on Glassdoor must be aligned with the employee experience. Any discrepancy is quickly noticed and harms your credibility.
- Les Ambassadeurs, vos meilleurs alliés : Le leadership est le premier ambassadeur. Mais ne vous arrêtez pas là ! Identifiez des collaborateurs à tous les niveaux qui incarnent votre culture et donnez-leur les moyens de la partager. Comme le suggère Barbara, pourquoi ne pas les impliquer dans l'onboarding des nouveaux arrivants ? C'est une manière incroyablement puissante de transmettre l'ADN de l'entreprise dès le premier jour.
In Conclusion
Building a strong corporate culture and an irresistible employer brand is not a sprint, but a marathon. It requires strategy, consistency, listening, and unwavering commitment from leadership.
True success is when culture is no longer an "HR project" but everyone's business. It's when every interaction, every process, every communication reinforces who you are. That's how you will not only create a competitive edge to attract the best, but also a work environment where well-being and commitment lead to sustained performance.
And you, where are you in building your culture? What are your biggest challenges? Share your experience in the comments!
