Cultural DNA: unlocking aligned talent with your unique company identity

At the end of 2024, we hosted Flexa's Evolution of Work Summit webinar, where an exceptional panel of industry leaders came together to tackle a vital question: How can organisations authentically showcase their culture while attracting talent that truly aligns with their values?

With 77% of candidates evaluating a company's culture before considering a role, the importance of getting this right can't be overstated. Our expert panel shared their experiences and insights on creating, maintaining, and evolving company culture in today's dynamic workplace.

Our expert panel included:

• Chris Woods, Regional Recruitment Marketing & I&D Lead at Mars
• Oliver Brammer, Global Social Media & Recruitment Marketing Manager at TUI
• Kiran Fraser-Neve, Head of Talent Acquisition at Heineken UK
• Moderated by Molly Johnson-Jones, CEO and Co-Founder of Flexa

Here are the key takeaways from our discussion:

Culture is more than just 'vibes'

Our panelists emphasised that culture is built on concrete elements: values, behaviors, and how people feel. As Chris Woods from Mars pointed out, it's about "how your employees feel on a Sunday evening" - a simple but powerful measure of workplace culture. The panel agreed that while culture can't eliminate all workplace challenges, it should create an environment where people feel psychologically safe and engaged.

Authenticity in cultural identity

Each organisation shared their unique approach to defining and maintaining their cultural identity:

• TUI focuses on delivering "unforgettable moments" through a culture where people "roll up their sleeves and get things done together while having fun"
• Mars builds their culture around their "Five Principles" and the "Associate Concept," emphasising a two-way relationship between the company and its people
• Heineken UK takes a decentralised approach, allowing each operating company to define its culture while maintaining core global values

The evolution challenge

One of the most insightful discussions centred on maintaining cultural DNA through growth and change. The panel emphasised the importance of:

• Transparency during periods of change
• Regular employee feedback and engagement
• Balancing tradition with adaptation
• Understanding and responding to changing generational expectations
  

The panelists shared practical approaches to measuring and evolving culture, from regular surveys to external partnerships that provide objective feedback. They stressed the importance of not just collecting data, but acting on it to create meaningful change.

Looking forward

As workplaces continue to evolve, our panel emphasised the importance of:

• Moving beyond "culture fit" to focus on "culture add"
• Creating inclusive environments that welcome diverse perspectives
• Ensuring leadership embodies and champions cultural values
• Maintaining authenticity in employer branding

The session highlighted that while company culture might start at the top, it's shaped and lived by everyone in the organisation. As Molly Johnson-Jones noted, "Culture is both designed and defined top-down, but it also has to be the reality of what people are experiencing from the bottom up."

Rewatch our 2024 Evolution of Work Summit

In November 2024, we hosted the Evolution of Work Summit, covering a range of impactful topics. Want to explore more? Here are some of the standout sessions from the event:

• Beyond the Numbers: Humanising data to drive meaningful workplace change
• Mission Possible: Transforming corporate purpose into an irresistible EVP
• Breaking Barriers: Revolutionising inclusive hiring for a diverse tomorrow
• The Parent Trap: is your organisation helping parents thrive, not just survive?

You can watch all the sessions here.