Communicating Corporate Culture in Labor Markets: Evidence from Job Postings
Abstract
A company’s culture represents one of the most important factors that job-seekers considerwhen choosing a job. In this study, we examine how firms craft their job postings to convey
their cultural values. We utilize state-of-the art machine learning methods to develop a
comprehensive dictionary of cultural values and examine the factors associated with job
postings communicating corporate culture. Our results indicate that the cultural information
conveyed in job postings is informative to job-seekers. Job postings communicate corporate
culture more prominently when traditional signals of corporate culture (such as job reviews)
are more positive. In addition, firms are more likely to communicate corporate culture in their
job postings when facing tight labor markets. The information conveyed in culture-oriented
job postings ultimately leads to more efficient hiring as it is associated with higher worker
inflows. Promoting culture in job postings also has a more pronounced effect on hiring
outcomes when workers have less access to credible information about the firm’s corporate
culture. Overall, our findings suggest that job postings are an important mechanism for
credibly communicating cultural values to prospective employees and improving cultural fit.