Inside the culture: What candidates really want to know (but rarely ask) before applying

According to a recent report by JobTrain, 92% of candidates consider a company’s culture as a key factor in their decision-making process. But more than seeing a schedule of social events or annual employee awards, candidates want to know what it’s really like to work at your company: 

• The highs and lows  
• The potential to thrive 
• The feeling of support, collaboration, and camaraderie. 

Candidates today aren’t just looking for a job—they want to find a place where they’ll truly belong.  

To attract the right candidates who will thrive in your environment, you need to paint an honest picture of your culture. If your culture page doesn’t make some candidates nervous, it probably isn’t getting the right ones excited. But are you brave enough to share the realities of working at your company?  

Let’s explore five key questions candidates want answers to—and outline how to bring the answers to life  on your careers site.  
 

Question #1: ‘What’s it like to work here on a daily basis?’ 

Candidates don’t want a polished PR pitch—they want an honest, unfiltered view of your company. This is where the Give & Get methodology comes in:  

• Give: What employees are expected to contribute to their role (such as hard work, long hours, and adaptability) 
• Get: The rewards employees receive in return (meaningful work, career progression, and a sense of achievement) 

Creating your Give & Get proposition can feel counterintuitive—that by being brutally honest about the realities of the role, you’re going to repel more candidates than you attract. But that’s the exact point—and it provides an honest answer to our candidate question.  

For example: If you’re running a fast-paced start-up with high expectations, say so. And if your culture is highly collaborative but requires compromise, be up front. Transparency builds trust. 

“If your careers website doesn’t filter out the wrong candidates, it’s not filtering in the right ones.”
—Bryan Adams, CEO and Founder of Happydance 

How to answer authentically on your careers website: 

• Clearly state your Give & Get proposition: Instead of only listing perks, outline the challenges of working in your environment.  
• Share candid employee stories: Encourage team members to share the highs and lows of their role—candidates that are the right fit will lean in, and those that are not will self-select out. 
• Implement a day-in-the-life section: Create behind-the-scenes videos that showcase the day-to-day realities of a role—not just the highlights reel. Include the boring bits, like admin, meetings, and independent work.  

 
Question # 2: ‘Is this a place where I’ll truly belong?’ 

Belonging is the first key ingredient to achieving happiness at work. To experience a sense of belonging, we need to feel that our values, beliefs, and interests are shared with those around us—which is what candidates are looking for on your careers website. 

To help candidates decide whether they’ll belong, you need to create a compelling EVP (Employee Value Proposition) that clearly defines how your company fosters inclusion and belonging. 

Perhaps your team shares a strong sense of camaraderie and forges close personal connections. Or perhaps you promote a culture of honesty where staff speak openly about their issues. Promoting what makes your environment unique will help candidates decide if it's a place they’ll experience a sense of belonging. 

“Candidates want to work somewhere they can be themselves and feel supported.”
—Jill Shabelman, Partner, Stories Inc 

• Showcase your EVP: Highlight the different characteristics found across your workforce—personalities, values, work ethic, and behaviors—so candidates can determine whether their own characteristics align. Go a step further and introduce a self-assessment element to your content e.g. ‘5 signs that you would thrive here and 3 signs that you probably wouldn’t’. 
• Feature authentic employee stories: Encourage your team to share real stories of collaboration and connection.  
• Highlight support systems: If you have ERGs (Employee Resource Groups) or mentorship programs, display them prominently on your careers site. Include real success stories to bring your ERGs to life.  

 
Question #3: ‘How does the company support collaboration and teamwork?’ 

Not everyone likes to work in the same way, so different levels of collaboration will attract different candidates. Some thrive in structured, team-driven environments, while others work best when given the autonomy to think creatively and innovate on the fly.  

Candidates want to find the right fit for them—just as much as you need to find the right fit for your organization. Understanding and displaying your approach to teamwork will help to ensure a good match.  

• Create a ‘How we work’ section: Share examples of team projects, cross-functional meetings, and brainstorming sessions to show what collaboration looks like in practice.  
• Be honest about your approach: Instead of sharing generic ‘We work together’ statements, provide specific details about the practicalities of teamwork in your organization—especially the potential challenges of your approach. Being upfront now will minimize conflict later down the line. 
• Play with paradox: Like humans, a company culture is complex and layered, so embrace that and get specific with your examples. For example: ‘We value feedback—but you’ll need a thick skin.’; ‘We’re hands-on collaborators—but not hand-holders.’ 
• Outline your working model: Is your company remote-first, hybrid, or office-based? Do employees have autonomy in decision-making? Do you provide transparent business updates to all staff? Providing clear, candid answers to these questions will help candidates make the right decision for them.  

 
Question #4: What kind of leadership style is encouraged here?  

People don’t just choose jobs—they choose leaders.  

Think back to a time when you had a less-than-ideal boss. Maybe you worked under a hands-off manager who offered little guidance, or perhaps you’re still haunted by an autocratic, top-down leadership style.  

What didn’t work for you might have been perfect for someone else. Leadership isn’t one-size-fits all, so be open and honest about your leadership style within your business. 

• Feature short leadership videos: Ask your leadership team to create simple, honest videos sharing their vision, expectations, and leadership philosophy.   
• Highlight employee development: Show how managers support their team’s growth and success—from everyday mentoring to significant intervention.  
• Showcase leadership diversity: Candidates want to see themselves reflected in your leadership team, so provide real photos, bios, and testimonials about the different leaders and approaches in your organization.  

 
Question # 5: ‘Do I have what it takes to succeed in this role?’ 

This may be the last question on our list, but for candidates, it’s often the most important: Will this role help me grow, or will I struggle to keep up? 

We’ve all been there—sitting nervously before an interview, wondering what questions we're going to be asked. We’ve already read the website, passed the screening, and decided that we want the job. But then, imposter syndrome creeps in: Do I really have what it takes? 

Help candidates answer this question by painting a clear picture of what success looks like in the role.  

Include an authentic story that addresses potential doubts, outlines what it takes to succeed, and highlights the support candidates can expect along the way.

"When Sarah joined two years ago, she felt overwhelmed. The learning curve was steep, the pace was fast, and the expectations were high. But with one-to-one mentorship, honest feedback, and a supportive team around her, Sarah quickly found her stride. She’s now a leader within the business, setting strategy, influencing process, and supporting an entire team to grow and succeed.” 

• Incorporate storytelling in your job descriptions, too: Engage candidates with compelling narratives about career growth, helping them not only imagine what success looks like, but what it could feel like at your company. 
• Use employee success stories: Feature real stories explaining how employees have grown within the company: ‘Meet Sarah, who went from intern to director in just five years’. 
• Outline significant milestones: Instead of vague requirements, outline what success looks like at three, six, and 12 months so candidates can picture themselves succeeding in the role.  

“The ‘feel, felt, found’ story arc is incredibly powerful because it conveys human emotions that we all identify with.”
—Bryan Adams, CEO & Founder, Happydance 

 
Are you ready to provide authentic answers to these questions?  

Candidates today aren’t looking for generic job ads—they want to feel connected, inspired and confident that they’re making the right decision. That’s why a strong culture is not a nice-to-have — it's a strategy. Companies fail when they don’t secure the right people to drive them forward. When you define and declare your culture with honesty, you attract the talent you need to accelerate your success—and scare off the rest. But that’s not a risk—it’s your competitive edge. 

By telling the truth and using storytelling techniques to resonate, you’ll attract the best talent—and repel those who aren’t the right fit—helping you build a high-performing, future-proofed workforce.  

To learn more about creating an unbeatable candidate experience, download ‘The future of candidate experience’ ebook. Inside, you’ll discover 10 key trends that are shaping how careers websites, recruiters, and hiring managers must evolve to compete for top talent.