Written for EO by Marina Byezhanova, co-founder and director at Pronexia Inc., headhunters for small- to medium-sized businesses and company culture consultants. 

If you’ve been trying to fill a position in the last 12 months, then you’ve definitely noticed that it’s become more difficult to attract the same number of applicants that you once did. If your focus is on hiring A-players, then you’ve no doubt also noticed that this has become a more challenging feat.

The economy is booming (both locally and nationally), unemployment rates are at the record low (the lowest in over 40 years), and talented professionals can finally afford to be picky—joining only the organizations that attract them most. The incessantly talked-about “company culture” and “employer branding” are rapidly transitioning from fun-to-discuss and cool-to-brag-about concepts to being an essential part of any winning organization’s business strategy.

What I find fascinating as an entrepreneur who gets to talk to other business leaders from companies of all sizes is that while “company culture” is often talked about, few businesses actually do anything about it.