As employers, we "tell" our team who we are through every exchange and interaction, every single day. The message is present in the way we engage employees and give them the tools to engage with us. It's also present in the working environments we create. And it's that message that highlights our corporate culture in our employer branding, which helps attract the right hires.
According to a study by job and recruitment resource Glassdoor, 77% of the more than 5,000 adults surveyed across the United States, the United Kingdom, France and Germany consider a company's culture before applying for a job. And 56% say company culture trumps salary when it comes to job satisfaction.
Candidates are attracted to culture, and that makes it a tool for us as leaders to draw in talent that understands our culture and adds to it. It's well-documented that making the wrong hire is expensive, and given the statistics, all organizations will likely experience it. A survey by Leadership IQ found in 2005 that close to half of new hires failed within 18 months.
Why? The study found the highest percentage of hires failed because they couldn't accept feedback. Other times it was because they were unable to understand and manage their emotions, they lacked the necessary motivation to excel or they had the wrong temperament for the role. Only 11% failed because they didn't have the necessary technical skills.
These types of qualities can often be overlooked by recruiters, yet they are critical elements in determining whether a new hire will not only fit a company's culture but add to it as well. Here are five ways organizations can begin to hire more successfully:
1. Who is the right candidate?
Tell candidates who you are. Our company values are written right there on the walls for everyone that walks through the door to see. Part of hiring for cultural fit means identifying your organization's values — what is at the core of your brand? Is it integrity? Resourcefulness? Creativity? Accountability?
The next step is calling them out on your website, through social media channels and during every interaction in the hiring process, so candidates know what they can expect. It is also impactful to get current team members to share their stories of culture through their own social media channels. Comments from team members carry more weight, and when applicants look for employer reviews, they want to see reviews from current team members. This type of transparency creates a baseline that potential hires can use in their assessment of whether or not they want to work at your company.
2. Add to your culture.
Diversity is key. According to a study published in the Harvard Business Review, companies with above-average diversity had higher innovation revenues than their counterparts by 19%. At TELUS International we're proud of our diversity. When we talk about cultural fit we're thinking about how hiring people with different backgrounds and demographics, and different hobbies, interests and working styles, helps grow that culture.
It's not about hiring someone who exactly matches every aspect of your culture; rather, it's about trying to find candidates who understand and embrace your values and mission, and who bring different perspectives that enable them to express and foster your culture through their unique lens.
3. Technical skills are good; attitude and critical thinking are better.
As the LeadershipIQ study points out, fixating on the technical competency of the potential hire while in the interview process can lead to bad hiring decisions. Skill set is extremely important, but we've learned that being receptive to coaching, emotional intelligence, motivation and temperament are more likely to lead to success. These soft skills — professionalism, body language, problem-solving, ability to work with diverse groups, etc. — are the traits that signify if a candidate is the type of person who can elevate their team as well as your organization as a whole.
4. Onboarding matters.
How you hire and onboard employees matters as much as who you hire. According to a survey by BambooHR, effective onboarding can lead to employees being 18 times more committed to an organization. Nine out of ten of those surveyed felt more connected and integrated into their new work culture. We take this to heart: Our culture is built around caring and innovation, and from the moment new team members come on board, we want them to understand that.
Technology has the ability to make both the interview and the overall onboarding experience as effortless as possible. It also creates a medium to introduce your brand, culture and values. Technology aside, effective onboarding can be as simple as personalizing an offer letter to build a rapport right out of the gate, or connecting new hires with a buddy to support them in their first few months.
5. Treat the employee as you would a customer.
We can learn a lot about the employee experience from the relationships we build with our clients. For example, demonstrating loyalty by offering learning and development programs that encourage employees to stay and grow their careers. Beyond onboarding, it's the culture of an organization that keeps employees engaged.
According to a study by Denison Consulting, stronger organizational cultures report 72% higher employee engagement scores than their counterparts. This drives home the point that once you've identified the right hire and brought them on board, you must keep them engaged. Follow up, schedule a meeting within a month to check their progress and to see how they're connecting with the culture, look for feedback and make them feel heard.
Finally, remember that one of the best tools in recruiting people for fit is referrals from current team members. Because as employers, we don't just tell our clients who we are; they tell us who we are too.
