For companies, 2022 brings in a new year of possibilities but also a new year of fierce competition in the hunt for top performers. What may have worked not so long ago, will not work now in a post-pandemic era. How can companies attract new talent while retaining their top performers? The answer is easy, company culture is the key to unlocking a future of success.


Old traditional thinking can be left in the past where it belongs. If Covid-19 taught us anything, it’s that change is inevitable and if a company wants to stay on top, they’ll need to be open to fresh ideas. Research from the Journal of Marketing suggests company culture is a driving force in innovation and with innovation, comes success.


Company culture is at the top of the list of reasons qualified talent seeks better opportunities. Establishing inclusiveness among employees and a positive work environment can optimize productivity, which in turn, means higher profits and employee retention. A recent report from the Workforce Institute, found that 46 percent of respondents feel less connected to their company, 42 percent say company culture has diminished since the start of the pandemic and 65% of employees think they can find a better position elsewhere. Companies should be making conscious efforts in genuinely connecting with employees and keeping an open line of communication within all sectors of the organization.


For companies to keep a competitive edge, they’ve incorporated sustainability practices into their culture, all while promoting social good. A Brink article states, “A culture of sustainability can protect business operations for the long term, for example, by acknowledging the risk of biodiversity loss and the role it plays in supply chains. On a larger scale, it contributes to the United Nations’ Sustainable Development Goals.” By providing an environment where creativity, conceptualizing and collaboration can flourish, top companies build long lasting results for an overall positive employee experience.

In the end, what holds the most significant value will be the organization’s company culture, which helps determine the type of employees it attracts. A key step in this process is deciding what kind of environment the team needs, and then implementing it in a way that aids in improving their overall job satisfaction. High performers should be sought after because they’ll accurately depict how the rest of the workforce feels about certain policies or initiatives. Furthermore, if innovation is often discussed internally by high performers, it might make sense to invest more time into creating spaces where these conversations can happen freely while still being constructive. It’s important to ensure all employees feel valued which means having clear guidelines when hiring new talent, so everyone knows exactly what is expected from them before they start work. Integrating this artful strategy will give companies the business advantage they’ll need to stay ahead of the competition.

Written by:

Nick Lee, SIOR, CCIM | 214-256-7121 |

Jeremy Brubaker | 214-256-7118 |