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.

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.