Most companies I know with great cultures are pretty modest about it.
“Working here speaks for itself,” one CEO told me recently.
But does it?
When it comes to culture in the workplace, many people pay attention to Fortune’s Best Companies to Work For list. Now that the list is decades old, other publications have joined the ranking bandwagon, including Working Mother and Crain’s. If you're looking for recognition for your company's culture, you can apply to one of these lists, but the process can be arduous, and the ratio of applications versus winners may feel daunting.
However, you can find ways to promote your company culture yourself. Whether you have a public relations staff or not, publicity is essential to furthering your cultural mission, motivating staff internally, and standing out in your industry. Try these easy, inexpensive ways to promote your company culture.
1. Connect with Local Media
I don’t recommend pitching national or high-profile media cold unless you're responding to a specific inquiry from a site like Help a Reporter Out. More often than not, your email is simply going to get lost in the shuffle. Local media, however, is a different story: regional radio, TV stations, and publications often seek stories on local businesses.
Does your company culture help solve a pressing problem in your town? Tell them what's unique about how you run your business and its impact on the local economy. Make sure you're available to respond to reporters and producers quickly, and let them know about other topics you can help with in the future.
2. Start a Social Media Group
When it comes to social media, it can be hard to get noticed. Consider starting a group that focuses on strategies and ideas for workplace cultures. You might attract a wide audience, either within or beyond your industry. Keep the discussion specifically on company culture, encouraging members to share tips, experiences, and insights.
This might help your company become a more prominent voice in your industry and even create a larger cultural shift. Designate someone on your staff to manage the group and keep the momentum going.
The easiest way to share your culture is by regularly speaking, posting, and publishing about your company culture.
3. Publish and Speak Prolifically
Communicating your ideas about company culture in writing is a great way to become seen as a thought leader and expand your audience. You can do this on your company's website, your personal LinkedIn page, or via an external site like Substack.
Additionally, actively participate in industry conferences and meetings in your industry. Speaking at these events can expose new people to your company's culture and values. Record your sessions and share snippets on your social networks. Encourage employees to share as well.
4. Create an Influencer List
Compiling a list of top influencers can help connect you to them (e.g. '10 Work Culture Experts to Follow on Twitter'). Research the key leaders in the workplace culture space, and promote your list of 10 or 20 via your blog and social media. This can be a smart way to get high-profile people to notice you and your business: everyone loves a compliment and some free promotion. Ideally they'll share your list with their followers and maybe even feature you in a blog post, event, or podcast.
5. Partner with a Culture Expert
It's often best when an external person with credibility talks about how great your company is. Consider working with a workplace culture author, speaker, or researcher to share trends and advice with the general public and media. Not only can you learn from the experience, but the spokesperson can leverage your business as a best practice example.
Promoting your company culture can help attract new employees and retain existing talent. Helping others understand your company culture can fuel new business growth as companies may want to partner with you and possibly participate in your culture. The easiest way to share your culture is by regularly speaking, posting, and publishing about your company culture. You can leverage social media to share relevant stories that showcase your culture and encourage employees to do the same.
A version of this article was originally published on December 04, 2013.
Photo: Getty Images