Human Resources (HR) plays a powerful role in shaping workplace culture, the values, behaviors, and experiences that define how people feel at work. A strong workplace culture not only attracts top talent but also keeps employees engaged, productive, and loyal. Surveys show that culture can matter more than salary when job seekers evaluate opportunities, and HR teams are uniquely positioned to drive this cultural impact. From defining core values to supporting employee wellbeing, HR has the tools to build environments where people thrive.
September 26 is Human Resources Professionals Day, and it’s a good time to recognize all that HR does for our businesses. Far more than just payroll or benefits administration, HR offers strategic contributions in talent acquisition, performance management, organizational design, and business growth.
HR also has a direct impact on cultivating workplace culture by helping shape the values, behaviors, and experiences that define an organization. This responsibility is significant given the importance that culture plays in both attracting job seekers and keeping current employees engaged.
A Glassdoor survey found that 77% of respondents consider an organization’s culture before applying for a job there, and 56% said workplace culture is more important than salary when it comes to factors contributing to their satisfaction at work.
SHRM reports that people in positive workplace cultures are almost four times more likely to stay with their current employer. Additionally, 83% of people who rate their workplace culture as good or excellent are motivated to produce high-quality work.
So there is a lot riding on establishing a vibrant organizational culture that both draws in potential employees and retains current employees in a way that keeps them motivated, dialed in, and successful. Here are 9 ways HR can help build cultures that not only attract great people but inspire them to stay and thrive.
1. Define and Live Core Values
Culture begins with clarity. HR plays a pivotal role in helping organizations articulate their core values, those guiding principles that shape decision-making, behavior, and priorities. But defining values isn’t enough. HR must ensure these values are embedded in every aspect of the employee experience, from recruitment to performance reviews.
For example, if “innovation” is a core value, HR can promote it by highlighting creative contributions, encouraging experimentation, and recognizing individuals who demonstrate a growth mindset. When values are consistently modeled and reinforced, they become more than platitudes; they become ingrained in the organization.
2. Hire for Culture Contribution Over Culture Conformity
While hiring for “culture fit” has long been a standard practice, it can unintentionally lead to homogeneity. Instead, HR should focus on hiring for “culture add” by seeking candidates who align with the company’s values but also bring diverse perspectives, experiences, and ideas.
This approach not only strengthens inclusivity but also fosters innovation and adaptability. HR can implement structured interviews that assess alignment with values while also evaluating how a candidate might enrich the team dynamic.
3. Foster Open Communication and Feedback
A culture that values transparency and dialogue is inherently more attractive. HR can champion open communication by creating channels for feedback, encouraging regular check-ins, and promoting psychological safety where employees feel comfortable speaking up without fear of retaliation.
Tools like pulse surveys, anonymous feedback platforms, and town halls allow HR to gauge employee sentiment and respond proactively. When employees feel heard and valued, engagement and loyalty soar.
4. Understand Employee Traits
Understanding employees’ unique motivators, characteristics, strengths, and challenge areas helps create a workplace where people feel genuinely supported and empowered. This insight not only boosts productivity but also deepens trust, reduces conflict, and enhances job satisfaction.
HR can use behavioral assessments like The Omnia Behavioral Assessment to gain data-driven insights about each person, such as their preferred communication, problem-solving, and learning styles. With this information, HR can create a culture where employees are more engaged and loyal because they feel truly understood.
5. Invest in Employee Development
A culture that nurtures growth is magnetic. HR can design learning and development programs that help employees build skills, explore new roles, and advance their careers. This both boosts retention and signals to prospective hires that the company is invested in their long-term success.
Mentorship programs, leadership training, and tuition reimbursement are just a few ways HR can cultivate a learning culture. When employees see a clear path forward, they’re more likely to stay and contribute meaningfully.
6. Recognize and Reward Contributions
Recognition is a powerful cultural lever. HR can create systems that celebrate achievements, big and small, through awards, shout-outs, bonuses, or even simple thank-you notes. Recognition reinforces desired behaviors and fosters a sense of belonging.
Importantly, HR should ensure that recognition is equitable, avoiding favoritism and ensuring all departments and roles are acknowledged. A culture of appreciation is one that people want to be part of.
7. Promote Wellbeing and Work-Life Balance
Burnout is a culture killer. HR must advocate for policies that support employee wellbeing, such as flexible work arrangements, mental health resources, and wellness programs. Encouraging time off, setting boundaries around after-hours communication, and offering support services can make a huge difference.
When employees feel that their wellbeing is prioritized, they’re more engaged, productive, and loyal. And for job seekers, a company that values balance is a major draw.
8. Create Traditions
Culture is also shaped by the moments that bring people together. HR can institute practices like onboarding processes, team-building events, or annual retreats that foster connection and reinforce shared values.
These traditions create a sense of identity and belonging, making the workplace feel more like a community than just a job. They also serve as memorable touchpoints that prospective employees hear about and want to experience for themselves.
9. Measure and Evolve Culture
Finally, HR must treat culture as an ever-changing entity. Regularly measuring cultural health through surveys, interviews, and performance data allows HR to identify gaps and opportunities. By staying agile and responsive, HR ensures that the culture remains aligned with employee needs and organizational goals.
Culture isn’t static; it’s shaped by leadership, market forces, and employee expectations. HR’s role is to guide that evolution with intention and care.
Culture is integral to an organization’s identity. It’s what makes people say, “I love working here,” and what draws others to say, “I want to be part of that.” HR has the unique ability to help shape environments where people feel seen, heard, and valued and transform workplaces into communities. The result? A culture that both retains talent and inspires it.
Want help transforming your workplace culture? Download our free eBook The Blueprint for a Successful Company Culture today!
