Business Resources Marketing

How Your Company Culture Can Become a Marketing Tool

People like doing business with good companies. Nothing demonstrates a quality business better than happy staff and a positive culture. Developing a great company culture is worth shouting about, so why not use it as a marketing tool? Not only can it assist in attracting and retaining top-notch talent, but it can also help you gain new customers and maintain repeat business. In this blog post, we explore insights from industry experts Marigny deMauriac, CFP®, ABFP®, AAMS®, Jacob Dufour, Vice President of HR Operations for HR NOLA, and our very own Marketing Manager, Allison Schmidt, on the importance of building stellar organizational culture and leveraging it as a marketing tool.

Revenue Growth Driven by Company Culture

Happy employees provide good customer service, share great ideas with their company, and ultimately help grow businesses. A long-term study found that companies with corporate cultures that demonstrate employee appreciation grew revenue by 682% over a decade1. That’s 500% more than their non-culture-focused counterparts. 

It’s not just internal metrics – clients or consumers are far more likely to return to businesses where they experience great service. In the United States, 86% of consumers spend more money with companies that offer great service over companies with poor service2. Additionally, they’re likely to spend up to 140% more on a positive experience than a negative experience3. After they receive that great service, 72% of customers will share that experience with up to six people, growing your brand reputation4. Investing in review generation software that directly converts positive customer experience into user-generated marketing content can further impact the reach of your impressive culture. 

The lesson? A company culture that supports its staff leads to happy employees, which leads to great service, happy customers, and company growth. 

Great Company Culture Builds Valuable Teams

Experienced and knowledgeable employees are key to providing an excellent customer experience, but finding and keeping talented employees is only becoming harder. When top talent has multiple employment opportunities, a key determining factor can be company culture. HR expert Jacob Dufour says “Potential hires who resonate with the culture are more likely to apply, while existing employees feel a stronger sense of belonging and commitment, reducing turnover.”

Happy employees stick around for a long time thus demonstrating a positive organizational culture. Marketing Manager Allison Schmidt advises, “Celebrate employee longevity on social media and in email marketing to communicate to your customers that you value your staff and foster a positive workplace.” 

Dufour says building a strong company culture also fosters a positive external reputation. “A culture-centric approach attracts top talent, enhances brand loyalty, and ultimately drives business success by aligning internal values with external perceptions.” This makes your company culture internally and externally beneficial, ultimately boosting your wider marketing efforts.

Internal Communication Feeds Culture

Authentic and strategic communication is key, with both customers and employees. If you are a company that values employee benefits, talk about that in your marketing assets and your hiring materials.  But no business’s benefit packages should remain static! Why? Because your employees’ needs and values continuously change. Financial expert Marigny deMauriac recommends incorporating regular employee feedback into your operations to help shape and refine benefits packages.

She says “​​The things we don’t talk about don’t change and that’s not typically a good thing if needs are going unmet. Soliciting employee feedback is crucial for fostering a culture of inclusivity, empowerment, and continuous improvement… By crafting benefits that actively involve employees and address their most pressing needs, you consistently reinforce morale. This daily demonstration of care for employees’ futures, coupled with your actions that align with the sentiment you are communicating, enriches company culture.”

It can be intimidating for employees to speak to their managers about changes they would like to see in their workplace. Dufour recommends implementing “regular surveys, focus groups, or one-on-one discussions to allow employees to express their needs and preferences, ensuring benefits offerings remain aligned with evolving cultural values.” 

Equality Makes a Difference

Savvy consumers prefer doing business with companies that value equality. A recent study showed that up to 50% of customers’ purchasing decisions are influenced by an organization’s support for equality (4).

If your company culture values diversity, equity, and inclusion (and why wouldn’t it), your financial benefits are a great way to show that. deMauriac says that communicating these values to your customers and employees with your benefits is a “moral imperative for fostering equity”. Businesses can leverage culture as a powerful tool for attracting and retaining highly qualified talent by tailoring financial benefits that resonate with diverse employee values. 

deMauriac recommends offering fair and transparent compensation, flexible work policies, retirement and savings plans as well as financial literacy resources. This helps to address the disparity in wage gaps and financial stability felt by women and people of color. “As an employer, you wield the ability to proactively address some of these entrenched disparities through comprehensive benefits packages and financial literacy, paving the way for your employees to lead prosperous, healthy, financially secure, and fulfilling lives.”

Creative Ways to Use Financial Benefits

Getting creative with your benefits is a must as employers compete for the top talent. As deMauriac advises basic benefits packages are no longer enough to drive employee loyalty. Offering creative benefits that cater to employees’ evolving needs can set your company apart. Financial planning packages, flexible compensation, and profit-sharing programs align financial incentives with company success and bolster employee loyalty.

How to Use Your Company Culture as a Marketing Tool

Your marketing efforts and company culture should be aligned. Consumers need to buy into your unique values, beliefs, and practices that define your organization. You can start by clearly articulating your company’s mission, vision, and core values. This should exist on your website, and be consistent with your marketing message. 

Using your company culture as your brand voice makes you stand out! You can share behind-the-scenes glimpses of your workplace culture, such as team events or community involvement initiatives. Even silly viral trends can help showcase your company culture if your culture speaks to youthfulness or lighthearted humor. By consistently aligning your marketing efforts with your company culture, you can attract like-minded customers or clients who resonate with your values and foster long-term relationships based on trust and authenticity.

For example, one of the core values of Get Online NOLA is giving back to the community. Schmidt says “It’s important for our whole team to give back when and where we can. We reinforce this value with our annual Get Online NOLA Grant, where we give away a free website, and we offer paid volunteer time for all employees.” 

Building Brand Loyalty Through Culture

Your company’s culture isn’t just an internal affair; it’s an integral part of your brand identity. By showcasing your culture externally, you can attract like-minded customers who resonate with your values. Authentic communication about your culture in your marketing materials not only fosters brand loyalty but also humanizes your brand, making it more relatable and trustworthy to consumers.

Amplifying Your Impact

From social media posts to community involvement initiatives, there are myriad ways to integrate your company culture into your marketing efforts. Schmidt says, “Sharing behind-the-scenes glimpses of your workplace, highlighting employee achievements, and showcasing your company’s commitment to social responsibility can all reinforce your brand’s values and attract customers who align with them.”

Authenticity is Key

While promoting your company culture, authenticity is paramount. Customers can spot insincerity from a mile away, so it’s essential to ensure that your marketing efforts genuinely reflect your values and beliefs. By staying true to your culture and values, you can build genuine connections with your audience and foster long-term relationships based on trust and authenticity.

Conclusion

In conclusion, your company’s culture is more than just a way to keep employees happy—it’s a strategic asset that can drive business growth and enhance your brand’s reputation. By incorporating your culture into your marketing strategy authentically, you can attract top talent, cultivate brand loyalty, and differentiate yourself in a crowded marketplace. So, don’t just build a great culture; leverage it as a powerful marketing tool to propel your business forward.

Jacob Dufour, HR NOLA
Marigny deMauriac, deMauriac Financial Planning
Allison Schmidt, Get Online NOLA

Footnotes:

  1. Forbes – Does Corporate culture drive financial performance?
  2. Superoffice – 32 Customer Experience Statistics You Need to Know for 2024
  3. Deloitte – The True Value of Customer Experiences
  4. The diversity and inclusion revolution: Eight powerful truths
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