Culture has increasingly become a key component of businesses, and various statistics can explain why: companies with strong cultures often see tremendous revenue growth and higher employee satisfaction. Professionals on the job hunt are searching for companies that offer vibrant cultures, where “work hard, play hard” can become a lifestyle more so than a mantra. Here are a few ways to incorporate company culture into your hiring process.

Define Your Brand

While applicants are, at the end of the day, looking for a way to make end’s meet, they don’t want to settle. It’s on hiring managers to sell applicants on a company, and a great place to start is by defining the brand. During the interview process, highlight what makes your company unique. Questions like, “Why did you apply for a job with us?” and, “Tell me a bit about this company” are great questions to gauge an applicant’s investment. If they’ve done their research and seem excited, great! All the easier to sell them on. However, if the applicant gives barebones answers, they’re either not right for the position or need a little more convincing.

Be Specific

Buzzwords and other trendy terminology might make a job description look fun, but using vague terms puts a barrier between your company and your applicants. The fastest and most effective way to inform applicants about your company culture is to openly communicate it. Write to them the same way you would for internal communications. Speak to a prospective employee as you would to a current employee. Provide a sense of belonging before you draft an offer letter, as this will help you learn whether an applicant will be a good fit.

Make the Process Interactive

Personality tests, bizarre questions, and critical thinking activities are just some of the many ways you can make the interview process more lively. They also make for more memorable experiences, ones that the applicant may take into heavy consideration further down the line. However, such activities can provide important feedback to the hiring committee. A personality assessment may offer insight into how well an applicant could do at a company beyond simply possessing the necessary skills. Bizarre questions answered in stride demonstrate a candidate with quick reflexes and a willingness to be flexible. Critical thinking activities provide a glimpse of how the applicant would act on the job, especially if the activity involves a tough or unusual scenario. Hiring is a two-way street, and you have to give as much as you expect to receive.