I’ve experienced some great company cultures in my time. I’ve also spent time in organisations where the culture is non-existent, suggesting to their employees that the business doesn’t really stand for anything; there may be collective values, beliefs and principles, but there’s no evidence of them.

In this day and age, it’s unforgivable to not think about company culture. To the younger generation – millennials and Gen Zers – company culture is the differentiator helping them decide whether to work for a business or not.

In fact, studies suggest that millennials are prepared to forego a slice of their salary in a job that provides a better environment for them. So, if you want the best talent working for your business, your company culture needs to align with what it is that millennials value.

Forbes suggests six elements that you should consider when building your company culture.

1. Corporate social responsibility

Millennials want to associate themselves with companies that support causes they care about – whether that be as a consumer or an employee. So, you should think about your business’ corporate social responsibility (CSR). Not only can a CSR programme aid recruitment and retention, it can enhance your business’ reputation.

2. Diversity and inclusion

As the recent UK election proved, young people are all for diversity and inclusion, with many aligning with the Labour campaign slogan: For the many, not the few. Your recruitment should reflect this.

3. Work-life balance

Millennials want a healthy work-life balance, working for a business that prioritises the health and happiness of its workers. So, consider building an environment that allows for flexible hours and personal time.

4. Ideas above things

Millennials have plenty of ideas to offer – some of them great, some of them less so. They want to work for a company that is willing to nurture some of their (better) ideas, so make sure your culture reflects this.

5. Feedback and growth

One of the biggest concerns millennials have is standing still in their career. They’re willing to accept that they might need to improve, as long as they are given direction on how to do so.

6. Engagement and purpose

While some employees might be happy to come into work and bury their head in some mind-numbing paperwork, millennials are not. They want to feel engaged in their jobs; like they have a purpose.

For large corporations, embedding a company culture can feel impossible. Smaller businesses are at an advantage as they are able to lay the foundations before the company grows, ensuring that the collective values, beliefs and principles remain intact as it does. We can help you identify what it is that makes your company unique.