In its Code of Conduct, Google self-identifies as a dog company. Zappos, online shoes and clothes retailer, considers creating “fun and a little weirdness” one of its company core values. Virgin allows its staff to take as many vacation days as they want. These three companies, who have been consistently voted as some of the best companies to work at, are among the many employers who are striving to effectively define their company’s corporate culture, in order to attract and retain the right kind of talent for their organization.

Creating and communicating a company culture that positively reflects your organization boils down to one critical question: what does the organization value above all else?

By identifying the key principals and standards that the organization upholds, employers are able to foster a company culture that not only showcases these values, but also aligns with the overall corporate image. As one of Zappos’s core values is creating “fun and a little weirdness,” for example, it can be assumed that its corporate culture is non-traditional, open and creative.

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