Why company culture matters when hiring (It’s more than just pizza parties)

What is company culture? It is more than surface-level perks like ping-pong tables, free pizza, or casual Fridays. It represents the values, behaviours, and social norms that shape every interaction and decision within an organisation. It’s also a vital element of the recruitment strategy. It has a direct impact on attracting and retaining top talent.

We aren’t just searching for a job; we’re looking for organisations that align with our values and provide meaningful experiences.  While Gen Z and Millennials have been increasingly vocal about values alignment, this is increasingly becoming a priority for professionals at all career stages.

“The shift in priorities is driven by changes in the workforce, with greater visibility into employer practices meaning companies are increasingly being held to account.”
Laura Maxwell-Smith, HR Director, Salt

Cultivating a strong culture translates to a motivated and engaged workforce. Like tending a garden, nurturing your workplace culture helps it grow and flourish.

Understanding company culture

What is company culture? At its core it can be shaped by:

• Values: The principles that guide decision-making and behaviour.
• Behaviours: The way employees interact and get work done.
• Social norms: Unwritten rules that influence how people communicate and collaborate.

“There is huge value when recruiting to consider values first, if you get this right, and you’ve great leadership, and purpose you should be an organisation of choice.”
Kelly Common, Learning and Development Director, Salt

Culture is more than a poster on the wall or a catchy mission statement. It’s the day-to-day reality of how work happens. A healthy culture requires intention, care, and consistent effort.

Common misconceptions about company culture

Many organisations fall into the trap of equating culture with perks. While free lunches or incentives can play a part, they’re not the foundation of a thriving workplace. True company culture runs deeper. It’s about trust, collaboration, and accountability – where actions align with words.

Characteristics of an authentic company culture

Engaged employees

When people feel their work has an impact, they’re more engaged, motivated, and committed. As a leader, creating a sense of purpose isn’t just good for morale, it’s key to retention and performance.

Show current and potential employees why your company matters, what makes your business special, and how they can be part of something meaningful and how does their work contribute to that day-to-day. A strong, authentic employer brand doesn’t just attract top talent; it builds a long-lasting team. Particularly for competitive talent markets, you need to communicate your workplace mission effectively to stand out.

Employees are your most important brand ambassadors and attract more talent.

Engaged employees also create a positive ripple effect. They inspire their peers, elevate team morale, and contribute to higher overall productivity. By fostering a culture of engagement, organisations can create a sense of purpose and belonging that resonates throughout the workplace.

“One of our employees joined us because they said the brand created a feeling of FOMO – they wanted to see if it was real. It’s a great example of how culture can be a powerful attraction tool.”
Laura Maxwell-Smith, HR Director, Salt

Work-life balance

Flexible policies send a message that personal time is respected. Creating a culture that values well-being and recognising this is the key to productivity can help you attract top talent. Treating employees like grown-ups with autonomy to manage their work objectives around their life will cultivate a workplace where employees feel energised and appreciated and more likely to do their best work.

Leaders who prioritise work-life balance are much more likely to instil loyalty in their teams. Offering options like remote or flexible hours, and wellness initiatives can make a significant difference in employee satisfaction and retention.

Employee recognition

Recognition acts like sunlight in a workplace and helps make your teams feel appreciated. Whether you’re a manager or a team member, knowing that achievements are celebrated can make a big difference in how someone feels valued.

Effective recognition goes beyond generic praise. It does not need to be a grand gesture or expensive. Most people feel valued when they know they have done a job well, made a difference or added value and small tailored acknowledgements of that go a long way. You can also try things such as awards, personal notes, or public appreciation. This fosters a culture where employees feel seen and motivated to excel, driving both individual and organisational success.

Professional development

Prioritising professional development helps you retain talent, foster innovation, and keep your organisation ahead in the industry. Offering mentorship, training, and clear development paths shows your commitment to long-term success. It demonstrates your intention to invest in people as individuals and recognise them for their potential as well as what they can deliver today. Coupled with the cost of replacing a hire means it also makes good business sense.

Employees who feel supported in their growth are more likely to stay engaged and contribute fresh, creative ideas, ensuring the organisation stays ahead in its industry.

Examples of successful company cultures

Patagonia and sharing values

Known for sustainability and work-life balance, Patagonia’s culture appeals to employees who share its mission. Patagonia’s commitment to its values also fosters loyalty. Employees who align with the company’s environmental mission feel a sense of pride in their work, which translates into high levels of engagement and talent retention. Research shows that 81.9% of employees agree that recognition for their contributions improves their engagement, highlighting the importance of celebrating growth to foster a thriving culture.

HubSpot and transparency

HubSpot’s transparency and innovation are showcased through its publicly shared culture code. This attracts candidates who align with its mission, ensuring a cultural fit from the start. By openly communicating its values, HubSpot sets clear expectations. Sharing their internal document externally has also helped them gain over 5 million eyes on their brand and their culture, highlighting the impact of transparency in building a strong employer brand.

Zappos values-driven approach

Zappos is all about exceptional service and employee happiness. Their values-driven approach ensures that the people they hire align with their mission. Zappos’ focus on hiring for culture fit ensures that every team member contributes to their collaborative and customer-focused environment. This intentionality has been a cornerstone of their success.

Taking things a step further in true Zappos style, new recruits are offered $3,000 to leave the company. Yes, they’re asked if they want to leave! The test here is to understand if people are truly committed to the company. According to former CEO Tony Hsieh, only 3% of people take the money. The other 97% take the job. This may all sound extreme, but when you take into account how much time and money goes into recruitment, and how much Zappos has invested in their company culture, they are taking no risks of adopting a bad hire.

Learn big from startups

As well as the big businesses getting it right, another tip for investing in new ways to build a great culture in 2025 is to take guidance from startups and small teams. Startups are known to reflect their communities and industries and often excel in creating tight-knit teams. Their agility allows them to adapt cultural practices quickly, fostering environments where employees feel heard and valued.

“It’s important to recognise culture is the summation of 1,000s of small actions rather than big, complex gestures.” Laura Maxwell-Smith, HR Director, Salt

Building a culture for recruitment success

Understanding what company culture is and how it works can make a big impact on your hiring and talent strategy. It’s where our recruiters start, understanding the business to match the best person for the job.