The Importance of Recruiting According to Corporate Values: The Example of EASI

Introduction

The identity of a company is rooted in its values. Recruiting according to these values not only helps maintain this identity but also strengthens it. This article explores this approach using EASI, a Belgian company repeatedly recognized as the best workplace, as an example.

Understanding Company Identity

A company's identity comprises its values, culture, mission, and vision, defining its essence. This identity is fundamental to creating a strong employer brand capable of attracting and retaining talent. Values shape and define the company's identity, influencing how employees behave and collaborate. Strong employee alignment with these values ensures a coherent and dynamic corporate culture, essential for the company's sustainability and success.

Recruiting According to Company Values

Many companies make the mistake of developing programs to share and instill their values with employees. While these initiatives are commendable, they are often less effective than recruiting directly according to those values. By hiring employees who already share the company’s values, it ensures better team cohesion, higher job satisfaction, and increased talent retention. Employees aligned with the company's values are more likely to engage fully and contribute positively to the organizational culture.

Why Recruit According to Values

Recruiting based on values offers several advantages:

• Better Integration: Ensures smoother integration of new employees.
• Strengthens Corporate Culture: Reinforces the company’s culture.
• Reduces Internal Conflicts: Minimizes potential conflicts.
• Increases Engagement and Retention: Employees are more engaged and tend to stay longer. According to Deloitte, companies that promote a strong culture of values have a turnover rate reduced by 31% and higher employee engagement levels​ (Deloitte United States)​​.

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The Example of EASI

EASI is a Belgian company specializing in IT services and software, known for its values of transparency, recognition, and balance between performance and well-being. These values are deeply integrated into the corporate culture and are a central pillar of their success.

EASI has implemented a rigorous recruitment process focused on evaluating candidates' values. During interviews, EASI recruiters ask specific questions aimed at assessing candidates' alignment with values such as transparency and recognition. They also use practical exercises to see how candidates react in situations reflecting EASI’s corporate culture.

The results of this approach are impressive. EASI has been recognized as the best workplace in Belgium for ten consecutive years and has some of the highest employee satisfaction and retention rates in the sector. According to internal data, 97% of EASI employees believe management shows a sincere interest in them as individuals, and 94% feel respected by management​ (Easi)​​ (Easi Blog)​​ (Easi)​.

The Link with Leadership and Corporate Culture Assessment

Leadership plays a crucial role in embodying and promoting the company’s values. Leaders who adhere to and practice these values positively influence the organizational culture and foster a healthy and productive work environment. At EASI, leaders model transparency and recognition, strengthening team cohesion and engagement.

Regular assessment of corporate culture is essential to ensure it remains aligned with defined values. Tools like the Leadership Self Assessment can help companies identify strengths and areas for improvement in leadership and organizational culture. EASI uses a combination of internal surveys and feedback mechanisms to maintain a strong and coherent corporate culture, continuously adapting practices based on employee feedback and market changes ​(Vlerick Business School)​​.

Practical Tips for Integrating Values into Recruitment

Define and Communicate Company Values

1. Employer Brand: Highlight your values prominently on your company website, social media profiles, and recruitment portals. For example, Zappos includes a dedicated section on their website detailing their core values and culture​ (Projections)​.
2. Job Descriptions: Incorporate the company's values into job descriptions. For instance, if one of your core values is innovation, mention that you are looking for candidates who thrive on creative problem-solving and continuous improvement.
3. Internal and External Communications: Ensure that all communications, whether internal memos or external marketing materials, consistently reflect and reinforce the company's values. Google, for instance, uses its internal communications to consistently highlight its commitment to a collaborative and innovative culture​.

Train Recruiters and Managers

Training recruiters and managers to evaluate candidates’ values is essential. They should be equipped to ask the right questions and interpret responses to identify candidates who share the company’s values. Here are some practical steps:

1. Training Programs: Develop training programs focused on value-based recruitment. These programs can include workshops, seminars, and e-learning modules that teach recruiters how to assess candidates for cultural fit. Deloitte emphasizes the importance of training in emotional intelligence and empathy to ensure that managers can effectively assess and support candidates’ alignment with company values​.
2. Assessment Tools: Utilize tools such as behavioral interview guides and psychometric assessments designed to evaluate candidates' alignment with company values. Companies like JetBlue use structured interview guides that include specific questions aimed at assessing a candidate’s fit with their values of safety, caring, integrity, passion, and fun​.

Create a Candidate Experience Aligned with Values

1. Practical Exercises: Integrate practical exercises and case studies into the recruitment process. For example, you can present candidates with scenarios that require them to solve a problem or make decisions that reflect your company's values. EASI, for instance, uses case studies to assess how candidates navigate projects while maintaining transparency and fostering team recognition.
2. Values-Based Interviews: Conduct interviews that focus on values. Ask questions like, "Can you describe a time when you had to be transparent in a challenging situation?" or "How do you balance performance with employee well-being?" These questions help gauge how well candidates align with your company’s values.
3. Onboarding: Ensure that your onboarding process reinforces the company’s values. Provide new hires with detailed information about the company’s values and culture, and integrate discussions about these values into orientation sessions. According to Deloitte, effective onboarding programs that emphasize cultural fit and values alignment can significantly enhance employee engagement and retention​.

By incorporating these practical steps into your recruitment process, you can ensure that new hires not only possess the necessary skills but also align with and contribute to the company’s values and culture. This approach helps build a cohesive and committed workforce, driving long-term success and organizational stability.

Conclusion

Recruiting according to company values is a powerful lever for maintaining and strengthening corporate identity. The example of EASI shows that this approach can lead to high employee satisfaction, better team cohesion, and sustainable organizational success. By adopting value-based recruitment practices and using tools to assess corporate culture and leadership, companies can create a work environment that attracts and retains the best talent.

Ready to discover how your leadership and corporate culture align with your company's values?

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Discover more about company culture, employer identity, and leadership style in our book "Leader NextGen."

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