It is no secret people want to work for companies that have a great culture. They want to work in organizations that take care of their salespeople.

If you are part of a great organization, it’s important for you to use this to your advantage when recruiting top sales talent. If you have a great culture, use it to sell people on the company. Even if you don’t, you are wasting a great competitive advantage.

Here are some ways sales managers can use culture to their advantage in a sales job interview:

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Tell the company story

Storytelling is one of the most effective ways to communicate the value of your company culture. Tell the story about what makes your culture unique and the top reasons people love to work for the organization. Tell stories about your teams’ successes. As a sales manager, you can even explain why you personally enjoy being part of the organization.

Don’t just tell them, show them

Talking about your company culture is one thing but showing candidates your company in action is the most effective way to sell a candidate during the job interview. You can do this in a number of ways. You could take them for a tour of the office and introduce them to people. Or, if you are conducting a video interview, you could get more people involved in the interview process.

Use the right language

It’s important to use language that connects with the candidate. The words you use during the interview will create a perception of your culture.

Using insider terminology and jargon can quickly create a disconnect. Use words that are inclusive. Communicate with the terminology that your candidates want to hear, such as flexible, supportive, opportunity, growth. Use language that expresses your company’s core values. This will help you create a connection with candidates.

Highlight company benefits and perks

How you support your employees, the programs, and the perks you offer can be deal-breakers for top sales talent. Be sure to communicate more than just the perks, however. Does your company offer a mentorship program or leadership training? Mention it. Do you offer a really good health insurance plan? Tell candidates about it.

More Job Interview Tips for Sales Managers on Our Recruiting Blog

4 Ways Sales Managers Can Coach Salespeople Into Sales Champions

5 Effective Ways to Manage Your Sales Team During a Crisis

Top 6 Challenges Sales Managers Face & How to Deal With Them