Welcome to the Culture Club

Being a job seeker over the last couple of years has been, let’s just say, brutal. Ghost jobs. Getting ghosted. Companies dragging out the interview process for what feels like forever—sometimes it’s longer than getting approved for unemployment benefits. But that’s all about to change.

Job seekers today aren’t just hunting for a steady paycheck; they demand a workplace that aligns with their values and supports their well-being. Employers that fail to highlight their company culture risk losing top talent to those who do.

A recent 2023 Glassdoor survey confirms this shift: 77% of job seekers consider company culture before applying, and 56% say culture matters more than salary. Candidates are zeroing in on businesses that prioritize their employees, embrace diversity, and make a positive social impact. In other words, company culture has become a critical pillar of employer branding.

Understanding what job seekers want is only the first step. The real challenge? Authentically communicating that culture in a way that resonates with the right people. Here’s how organizations can do it effectively in 2025 (and beyond):

1. Highlight Employee Stories

Instead of simply listing your company values on a careers page, showcase real employee experiences at work. Ditch the run-of-the-mill “employee testimonial” videos—let folks create behind-the-scenes or “come to work with me” TikToks. Better yet, plan social media takeovers where employees provide a raw, unfiltered look at what it’s like to be on your team.

2. Be Transparent About DEI Efforts

Don’t be swayed by headlines about DEI defunding; it’s still a major decision factor for job seekers. People are increasingly skeptical of companies that say they value diversity but offer little proof. So celebrate your progress, own up to challenges, and keep your audience in the loop about ongoing efforts to improve. Credibility in this area goes a long way toward building trust.

3. Leverage Employer Branding Channels

Don’t just talk about your culture—show it consistently across multiple touchpoints like LinkedIn, Facebook, Instagram, and X (formerly Twitter). But don’t just post; engage. Respond to comments, interact with potential candidates, and keep conversations two-way. Over the last few years, job seekers have noticed which companies do this consistently and which ones don’t.

4. Showcase Social Responsibility Initiatives

Candidates want to know how companies give back to their communities. Highlight volunteer programs, sustainability efforts, and charitable partnerships. Share this content through social media, your careers site, and annual impact reports—anywhere you can provide a genuine look at how your organization contributes to society.

In the war for talent, culture is king. Recent CandE surveys show that job seekers rank company culture among their top priorities. By focusing on well-being, DEI, and social responsibility, you’ll not only attract the right candidates but also build a stronger employer brand—one that fosters long-term employee engagement and retention. Now is the time to put your culture on display in the most authentic way possible. After all, that’s exactly what job seekers are looking for.