Lost in translation: culture vs history in Employer Branding

In the world of talent acquisition, many hiring businesses tout their “culture” as a key differentiator. But amidst the ping pong tables and beanbag chairs, a crucial distinction often gets lost: the difference between culture and history. While intertwined, these concepts hold distinct meanings, and relying solely on historical facts and events often paints an incomplete picture, potentially misleading potential candidates.

At Corecom’s recent Change & Transformation event, one of the speakers highlighted that “culture and history can often become confused” in employers with a considerable heritage. Let’s look further at this point and what it means for employer branding.

History: how did we get here?

History refers to the recollection of past events, often documented through written records, artifacts, and oral traditions. It provides a timeline and context, offering a glimpse into a company’s journey, significant milestones, and founding principles. For example, a company might highlight its history as a family-run business established in 1890. This historical information can be valuable, offering insights into the company’s origins and values. However, solely relying on history falls short of capturing the present reality of the workplace experience.

Culture: What is it like here?

Culture, on the other hand, is the heart and soul of a company. It encompasses the shared values, beliefs, attitudes, and behaviours that permeate every aspect of the organisation. It’s the unwritten code that defines how work gets done, how employees interact, and how decisions are made. Culture is not static; it evolves through continuous interactions, daily practices, and shared experiences. A company’s culture can be collaborative and innovative, or it might be hierarchical and risk-averse.

The pitfalls of historical hype

So, why does confusing history with culture create problems? Here are some potential pitfalls:

• Inaccurate representation: Focusing solely on past achievements or historical figures can create an outdated or incomplete picture. A company founded by a visionary leader might now have a vastly different culture under new leadership.
• Inauthenticity: Overemphasising historical milestones can feel performative or inauthentic, especially if the present-day culture doesn’t reflect those values. Highlighting a history of innovation while stifling employee creativity creates a dissonance that disrupts trust.
• Misleading expectations: Highlighting historical successes might create unrealistic expectations for new hires. A company boasting a past of rapid growth might not be experiencing the same trajectory today, leaving new employees feeling misled.

Creating a culture narrative, not a history book

Instead of solely relying on historical facts, companies should focus on articulating their living culture. This involves:

• Identifying core values: What are the fundamental principles that guide the company’s decisions and actions?
• Showcasing everyday practices: How are these values reflected in daily work practices, communication styles, and decision-making processes?
• Sharing employee stories: Utilise employee testimonials and anecdotes to illustrate how the culture translates into real-life experiences.
• Demonstrating transparency: Acknowledge that culture is an ongoing journey and be open to feedback and continuous improvement.

By focusing on the present-day reality of the company’s culture, businesses can create a more authentic and impactful employer brand. This resonates with potential candidates who are looking for a work environment that aligns with their own values and aspirations, leading to more meaningful connections and ultimately, a happier, more engaged workforce. Remember, culture is not a snapshot of the past; it’s a dynamic story that unfolds continuously. By understanding the difference between history and culture, companies can move beyond historical hype and create a compelling narrative that truly reflects the unique and evolving experience they offer their employees.