How to define your culture, operationalize it, and build a strong employer brand so you can attract and retain top talent.

1. USING GREAT
COMPANY CULTURE
TO GROW YOUR
BUSINESS
Hannah Fleishman, Inbound Recruiting Manager

2. HIRING GOOD PEOPLE IS
THE #1 CONCERN OF
STARTUP FOUNDERS
First Round, State of Startups Report 2017

4. TOP
TALENT
COMPANY
CULTURE

5. CULTURE IS YOUR STARTUP'S
COMPETITIVE ADVANTAGE.

6. Help millions of organizations grow better
Marketing, sales, customer success software
$375M in revenue in 2017
40,000+ customers worldwide, 8 offices globally
2,300 employees

7. 300 52MIN REVENUEEMPLOYEES
TOTAL
1
OFFICE IN US
But when I joined HubSpot in 2012...

9. 2012

10. 128 slides
3.9M views
#1 reason people
want to work at
HubSpot

11. HubSpot's
Culture Team
Create a remarkable, inclusive
employee and candidate experience
20+ team members globally
Culture programming, diversity
initiatives, employee feedback

12. The Employer
Brand Team
Make HubSpot a magnet for top
talent through inbound marketing
Managing content (jobs website,
blog, social media), PR (exec content,
pitching, workplace awards), and
events
50k inbound applications in 2018

13. #hubspotlife

15. LESSONS ON USING CULTURE
TO GROW YOUR BUSINESS
(AND FREE, ACTIONABLE WAYS
TO ACTUALLY DO IT)

16. 1. GET ALIGNED,
CULTURALLY.
Is your culture clearly defined?

17. Ask three employees to
describe your culture.

18. What Culture Is... What Culture Isn't...
Corporate Policies
Perks
Free Beer
Motivational Posters
Swag
Value-Driven
Aspirational
Clarification for Talent
A Promise to Customers
Your North Star

19. Ask your
top performers...

20. People love to work at HubSpot because the level
of autonomy, flexibility, and transparency
empowers them to grow quickly.

21. People love to work at HubSpot because the level
of autonomy, flexibility, and transparency
empowers them to grow quickly.

22. People love to work at ______
because________.

23. 2. OPERATIONALIZE
CULTURE.
Do you walk the walk on your values?

24. We can't invest in
culture because...
We don't have Facebook's budget
We don't have Google's resources
We aren't in San Francisco
We're a B2B company
We aren't a tech company
We don't have time
It's Monday
It's Tuesday

25. Culture isn't an HR priority.
Culture is a business priority.

26. EXECUTE ANALYZE ITERATE

27. EXECUTE ANALYZE ITERATE
Culture
Programming
Feedback &
Analytics

28. Marketing is about
the width of your
brain, not the width
of your wallet.
Culture

29. How can you put
culture into practice?
Workshops
Internal Talks
Slack Channels
Free Team Building Events
WFH or Remote Day
Employee Resource Groups
EXECUTE

30. How can you measure
employee happiness?
Retention
Career Growth
Referrals
eNPS
Feedback
ANALYZE

31. Have a (bandwidth-friendly)
game plan.

32. 3. MARKET CULTURE
EXTERNALLY.
How will top talent find you?

33. First thing's first:
Recruiting has changed.
On average, job seekers use
16 total resources in their job search.
CareerBuilder, 2016

34. Back then, recruiting was
company-centric...
Today, recruiting is
candidate-centric...
Glassdoor
Social Media
LinkedIn
Employee Content
Job Ads
Career Fairs
Brochures
Job Boards

35. Employer review sites
take candidates behind
the scenes...
Glassdoor
Comparably
InHersight
Kununu

36. Encourage reviews.
Respond accordingly.

37. 62% of job seekers use social media to
evaluate a company's employer brand.
CareerBuilder, 2016

38. Facebook Live Video
You will need:
A smartphone
10 minutes
A topic (hint: EVP)

39. Instagram #EmployeeTakeover
You will need:
A smartphone
An employee
A little creativity

40. LinkedIn Status
Updates
You will need:
An employee
15 minutes
A prompt (Hint: EVP)

41. Make it as easy
as possible for
employees to
be culture
ambassadors.
Resources,
templates, and guides

42. Let's recap.

43. GREAT
CULTURE
AMAZING
EMPLOYEES
HIGH
GROWTH

44. 8 WAYS YOU CAN START TODAY
Interview your top performers about culture

45. 8 WAYS YOU CAN START TODAY
Interview your top performers about culture
Write and share an employee value proposition

46. 8 WAYS YOU CAN START TODAY
Interview your top performers about culture
Write and share an employee value proposition
Create 2-3 free culture program pilots

47. 8 WAYS YOU CAN START TODAY
Interview your top performers about culture
Write and share an employee value proposition
Create 2-3 free culture program pilots
Gather and analyze employee feedback

48. 8 WAYS YOU CAN START TODAY
Interview your top performers about culture
Write and share an employee value proposition
Create 2-3 free culture program pilots
Gather and analyze employee feedback
Schedule employee Facebook Lives or Instagram Takeovers

49. 8 WAYS YOU CAN START TODAY
Interview your top performers about culture
Write and share an employee value proposition
Create 2-3 free culture program pilots
Gather and analyze employee feedback
Schedule employee Facebook Lives or Instagram Takeovers
Host a LinkedIn status hack night

50. 8 WAYS YOU CAN START TODAY
Interview your top performers about culture
Write and share an employee value proposition
Create 2-3 free culture program pilots
Gather and analyze employee feedback
Schedule employee Facebook Lives or Instagram Takeovers
Host a LinkedIn status hack night
Check Glassdoor & Comparably weekly

51. 8 WAYS YOU CAN START TODAY
Interview your top performers about culture
Write and share an employee value proposition
Create 2-3 free culture program pilots
Gather and analyze employee feedback
Schedule employee Facebook Lives or Instagram Takeovers
Host a LinkedIn status hack night
Check Glassdoor & Comparably weekly
Create resources for employees to be culture ambassadors

52. Or, pick one.

53. In the transition from startup to scaleup, it
is more than worth the investment to
document, operationalize, and measure
culture so that it becomes an engine of
growth for your company.
Brian Halligan,
HubSpot Co-Founder & CEO

54. Thank
You!
Hannah Fleishman
hannah@hubspot.com
#hubspotlife