Building a Culture That Attracts and Retains Talent
Culture has become one of the most defining factors in a company’s ability to attract and retain talent. For candidates today, it’s not just about finding a job; it’s about finding belonging, purpose, and alignment with shared values.
According to Potentialpark’s latest insights, culture now plays a decisive role in how candidates evaluate employers before applying.
How Do Candidates Want Companies to Showcase Culture?
Candidates are not looking for polished slogans; they’re looking for authenticity. Potentialpark’s latest insights reveal what feels most genuine when employers communicate their culture online:
55% say culture is best shown through real employee stories about growth and work-life balance
50% value transparency about company challenges and how they’re addressed
46% appreciate concrete data on employee satisfaction, retention, and diversity and inclusion initiatives
The message is clear: culture communication needs both heart and proof. Stories bring company life to the forefront, while data demonstrates that culture isn’t just a promise; it’s a practice.
But showing culture is only part of the story. To truly stand out, companies must also ensure that what candidates see and read aligns with their expectations. When values and benefits that are key to candidates are not shared on career websites, social media or recruitment interactions, they might lose interest and not apply.
But What Makes Candidates Walk Away?
According to our insights, the top deal breakers are:
No opportunities for career growth and development (60%)
Lack of recognition for employee efforts and contributions (51%)
No flexible working options (49%)
Even the most appealing employer brand can lose top talent if these essentials are missing. Candidates expect meaningful development, appreciation, and flexibility, not just nice words on a career website.
Culture in Action: Henkel’s Best Practice
Henkel, ranked #1 in Culture in the 2025 Potentialpark EU Ranking, provides a best-in-class example. On their career website, they highlight four reasons to join the company, and within “At Henkel, we play as a team,” they emphasize work-life balance, flexibility, and smart work. By clearly communicating these commitments, Henkel demonstrates how culture and values can be presented in a way that resonates with what candidates are looking for.
Explore this Best Practice further here.
Final Thoughts
Culture has moved from being an internal concept to a strategic differentiator in talent attraction. The companies that stand out are those that don’t just claim to have a strong culture; they show it transparently, live it daily, and prove it with data.
💡 Curious to know how your company ranks up against candidate expectations in our Culture Ranking? 🔗 Let’s explore the insights together!