Why Top Talent Choose Culture Over Salary
COVID-19 transformed people's perceptions of work. Flexibility, values, and well-being are now priorities rather than mere 'perks'.
Candidates increasingly seek employers whose culture aligns with their own lives and beliefs. In fact, a 2023 Glassdoor survey revealed that 77% of job seekers consider a company’s culture before applying.
Salary may open the door, but culture decides whether talent steps through it.
Defining Employer Brand
An employer brand isn't just a slick logo, catchy slogan, or polished careers page. It’s the lived experience of employees and how that experience is communicated to the outside world.
From leadership behaviour to everyday interactions, your brand is ultimately what people say about you when you’re not in the room. A strong employer brand fosters trust, attracts aligned talent, and reduces turnover.
Culture as a Differentiator
Today’s workforce prioritises purpose, inclusivity, and growth over flashy benefits.
Employees want to know:
- Does this company have a meaningful purpose?
- Will I feel included and supported?
- Can I develop here, both professionally and personally?
Companies that answer “yes” to these questions often attract top talent, even when competing with higher-paying offers. Culture is not only a differentiator but also a magnet for loyalty.
Employee Advocacy
Your people are your most powerful brand ambassadors. LinkedIn posts and casual conversations between peers carry more weight than corporate messaging.
When employees proudly share their stories, whether about mentorship, leadership support, or community impact, they affirm your culture in ways no campaign ever could.
Building advocacy means investing in genuine employee experience.
Tangible Steps to Strengthen Your Employer Brand
To showcase your culture authentically and sincerely, employers can implement tangible actions:
- Showcase Testimonials: Feature genuine employee stories through videos, blogs, and social media.
- Transparent Job Ads: Communicate realistic expectations, values, and growth opportunities, not just responsibilities.
- Community Involvement: Show impact through volunteering, sustainability projects, and partnerships.
These steps not only attract candidates but also reassure current staff that their company aligns with its values.
While salary may grab attention, it’s culture that retains employees and keeps them committed in the long run. Companies that develop an authentic, people-first employer brand will succeed in the post-pandemic talent market.
Audit your employer brand today. Ask your employees what your culture means to them and make sure that the story aligns with how the outside world perceives it.
Time to fly.
Problems are best solved together, and we can only achieve that when you reach out. If you need to address talent-based problems at your business or are seeking a top position yourself, our team is ready to have that conversation. Make today your first step towards where you want to be.
