Employees say a company's culture is key to recruiting and retention, but a new survey shows many employers are failing when it comes to creating the right brand for their company. (Photo: iStock)

As employers try to figure out how best to recruit and retain the best employees, a CultureIQ/HR.com study finds many believe the answer lies in the company’s culture.

According to “Employee Culture: A Closer Look — HR.com Insights,” 73 percent of respondents believe a great corporate culture gives their organizations a competitive edge, resulting in higher employee engagement and a stronger brand. But, interestingly, less than half — just 40 percent — of executive respondents rate their own culture as “above average,” while 33 percent weigh in at “average” and 27 percent admit to “below average.”

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