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Why Company Culture Is Such a Great Marketing Tool

A great company culture – however you define great – empowers employees, allows them to shine and rewards them for their achievements. Because employees know they are appreciated and valued, they are engaged. Engaged employees are happy and productive, which affects clients.

Clients like working with the company, and routinely come back. They also recommend the company to their colleagues. The company continually grows and watches its sales increase – all because of the company culture.

That’s a pretty nice feedback loop, isn’t it?

I think about company culture a lot, because my entire team is remote. In fact, I have never met two of them in person.

So, I make it a priority to get to know them on a personal level. I know the names of their spouses, kids and pets. I say thank you a lot. During our weekly team call, I ask a silly, fun or serious question so everyone has a chance to share and get to know each other better.

As one of my copywriters told me, “When I see your number pop up on my phone, I don’t think, ‘Oh shit, Monika’s calling.’” Despite the odds, I’ve created a strong company culture, and people like to work with me.

Also, that will remain one of the best compliments I’ve ever received.

Now that we know why company culture is good for marketing, let’s talk about a few ways in which you can turn culture into marketing.

How company culture can become marketing

Talk about your team

I talk about my team during client calls and meetings. I tell stories – usually funny ones – about various projects we’ve worked on. I share personal (but not private) anecdotes that humanize them (and me). The more people get to know us, the stronger the connection.

Hire people who share your values

I value humor, kindness, respect, fairness and having fun. I make it a point to hire people who do, too. Every time a client interacts with me or someone on my team, those values, which are very much part of our company culture, are readily apparent.

Encourage your team to meet with clients

Not all our clients are local – or local to my team – but when possible, I do encourage my team members to meet with clients. Friendships have sprung out of these meetings. One friendship – between a Realtor client and one of my copywriters – has gone even further. My copywriter is moving, and the Realtor is her listing agent.

Share behind-the-scenes photos and videos

If you work in the same office, definitely take your clients behind-the-scenes. You could do a video tour. You could snap photos during meetings. You could hold a desk decorating contest for a holiday and share the creativity that results. Use your imagination, and have fun with it.

Host an open house

An open house is a great way to show off your company culture. Clients and friends will see everyone getting along and having fun. Who doesn’t want to work with such a great group of people? Plus, an open house is relaxed and casual, making it a great way to get to know each other better.

Remember: People want to work with people they like. Make sure your target market gets to know you and your team, so your company becomes their go-to choice.

Photo by Marc Mueller from Pexels

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