Forget Agency “Culture Fit”— It’s All About “Culture Add” (And Why That Matters)

If you’re running an SEO agency (or thinking of starting one), I’m willing to bet you’ve got a million things on your mind: Landing clients, keeping up with Google’s ever-changing algorithms, and maybe even squeezing in a few hours of sleep. But here’s the thing: If you’re not building a strong marketing agency culture, you’re missing out on a massive competitive advantage.

Now, I’m not talking about that fluffy, feel-good “culture fit” stuff that gets thrown around in HR circles. We’re talking about something deeper, something that can actually make or break your business.

Think of it this way: Your agency culture is the secret sauce that sets you apart. It’s the reason top talent wants to work for you, why clients trust you, and why your team is motivated to go the extra mile.

But what exactly is a strong agency culture, and how do you build one? That’s what we’re going to dive into. So grab a coffee, get comfortable, and let’s get started.

A Culture Assessment: Click me!

Build Your Agency’s Foundation: Values That Go Beyond Rankings

The first step to creating a culture that sticks is to define your core agency values. Not just any values, mind you, but the ones that truly reflect what your agency is all about. These aren’t just words on a website or a poster in the break room – they’re the principles that guide every decision, every interaction, every piece of work you do.

Think of your values as the DNA of your agency. They shape how your team communicates, collaborates, and approaches challenges. They’re the compass that keeps you on track when things get tough (and trust me, they will).

Here’s the catch: Your agency values need to be more than just “good SEO.” Of course, delivering results is important, but it’s not the only thing. What else matters to you? Is it transparency? Innovation? A commitment to learning and growth?

Take some time to really think about this. Get your team involved. Have some honest conversations about what you stand for. The more aligned you are on your values, the stronger your culture will be.

Hire for “Culture Add”: Skills Can Be Taught, Attitude Can’t

You’ve defined your values, great! Now it’s time to build a team that embodies them. This is where most agencies get it wrong. They focus solely on skills and experience, forgetting that culture fit is just as important (if not more so).

When you’re hiring, look for people who not only have the technical chops but also share your agency’s vision and values. Ask questions that go beyond the resume:

• What motivates them?
• How do they handle conflict?
• What kind of work environment do they thrive in?

Don’t be afraid to turn down a candidate with stellar skills if they don’t seem like a good fit for your culture. Skills can be taught, but attitude is much harder to change.

Here’s a pro tip: Get your existing team involved in the hiring process. They’re the ones who will be working alongside the new hires, so their input is invaluable. Plus, it gives them a sense of ownership and reinforces the idea that everyone is a culture carrier.

Aspect	Culture Fit	Culture Add
Definition	Hiring individuals who fit into the existing culture.	Hiring individuals who bring diverse perspectives and ideas to enhance the culture.
Approach	Focuses on similarity and cohesion.	Focuses on diversity and inclusion.
Benefits	Creates a harmonious and unified team.	Introduces new viewpoints and fosters innovation.
Challenges	May lead to homogeneity and groupthink.	Requires managing diverse perspectives and potential conflicts.
Outcome	Maintains the status quo.	Encourages growth and evolution of company culture.
Examples of Questions	“Does this person fit into our current way of doing things?”	“What new ideas and perspectives does this person bring?”

Create a Workplace Where People Actually Want to Work

Let’s be honest – most offices are soul-sucking places. Fluorescent lights, endless meetings, and the constant pressure to hit deadlines. It’s no wonder people dread coming to work. But it doesn’t have to be that way.

Your agency’s physical space has a huge impact on culture. Think about it – do you want your team crammed into tiny cubicles, or would they be more productive in an open, collaborative environment? Are there spaces where they can relax and recharge, or is it all work, all the time?

Don’t underestimate the power of little things, either. Good coffee, healthy snacks, comfortable chairs – these may seem like small details, but they add up. A well-designed workspace shows your team that you care about their well-being and that you’re invested in creating a positive environment.

And it’s not just about the physical space. It’s also about the vibe you create. Do you encourage people to have fun and be themselves, or is it all strictly business? Do you celebrate wins, both big and small? Do you create opportunities for team bonding and connection?

Happy employees are more engaged, more creative, and more likely to stick around. So invest in creating a workplace where people actually want to be.

Communication: The Glue That Holds Your Agency Together

Imagine an SEO agency where nobody talks to each other. SEOs working in their own silos, content writers churning out articles without any input from the strategists, and the sales team promising the moon without consulting the delivery team. It sounds like a recipe for disaster, right?

That’s why communication is the lifeblood of any successful agency. It’s not just about exchanging information – it’s about building trust, fostering collaboration, and ensuring everyone is working towards the same goals.

But here’s the thing: Communication isn’t just about talking. It’s about listening, too. It’s about creating an environment where everyone feels comfortable sharing their ideas, concerns, and feedback. It’s about being open to different perspectives and being willing to compromise.

Think about how you communicate with your team. Do you have regular meetings where everyone can share updates and discuss challenges? Do you have open channels for communication, like Slack or Microsoft Teams, where people can connect in real time? Do you encourage feedback and make it easy for people to share their thoughts?

Communication is a two-way street.

It’s not just about you talking to your team – it’s about creating a dialogue where everyone’s voice is heard.

Leveling Up: Make Learning and Growth Non-Negotiable

SEO is like a rollercoaster – constantly twisting, turning, and throwing new challenges your way. If your agency isn’t constantly learning and adapting, you’ll quickly get left behind. That’s why a commitment to growth should be baked into your culture.

But it’s not just about keeping up with the latest algorithm updates or mastering new tools. It’s about fostering a mindset of continuous improvement, where everyone is encouraged to experiment, take risks, and learn from their mistakes.

Think about how you can create opportunities for learning and growth within your agency. Do you offer professional development budgets so employees can attend conferences or take courses? Do you have regular knowledge-sharing sessions where team members can share their expertise? Do you encourage people to experiment with new strategies and tactics, even if it means occasionally failing?

A culture of learning benefits everyone.

Your employees get to develop new skills and advance their careers. Your agency stays ahead of the curve and delivers better results for clients. And ultimately, your clients get the best possible service from a team that’s constantly growing and evolving.

Pop the Champagne: Celebrating Wins (Big and Small) Is Key

Let’s face it – SEO can be a grind. There are long hours, challenging clients, and the ever-present pressure to deliver results. That’s why it’s so important to celebrate the wins, no matter how big or small.

Did your team just land a major new client? Pop the champagne! Did you finally crack the code on a tricky technical SEO issue? High fives all around! Did someone on your team just complete a challenging certification? It’s time for cake!

Celebrating wins does more than just boost morale. It reinforces positive behaviors, builds team camaraderie, and creates a sense of momentum. It shows your team that their hard work is valued and appreciated, and that you’re all in this together.

And it doesn’t have to be anything fancy. A simple shout-out in a team meeting, a handwritten thank-you note, or a team lunch can go a long way. The key is to make it a regular part of your agency culture.

Lead by Example: Culture Starts at the Top

Here’s a hard truth: Your agency culture won’t magically appear out of thin air. It’s shaped by the actions and attitudes of its leaders. If you want your team to embrace your agency values, you need to embody them yourself.

Think about it: Do you show up to work with a positive attitude, even when things get tough? Do you openly communicate with your team and value their input? Do you invest in your own learning and growth, and encourage others to do the same?

If you’re not walking the talk, your team will notice. They’ll see right through the empty platitudes and buzzwords. But if you lead by example, they’ll be more likely to buy into the culture you’re trying to create.

This doesn’t mean you have to be perfect. Everyone makes mistakes. But it does mean being honest, transparent, and accountable. It means being willing to admit when you’re wrong and learn from your mistakes. It means being the kind of leader you’d want to work for.

Empower Your Team: Trust and Autonomy Fuel Creativity

Look at it this way: you’ve hired a team of brilliant SEO minds. They’re experts in their fields, brimming with innovative ideas, and ready to tackle any challenge. But then you shackle them with micromanagement, second-guessing their every move, and stifling their creativity. What a waste of talent!

In a strong agency culture, trust and autonomy aren’t just buzzwords, they’re the foundation of how you operate. Give your team the freedom to experiment, to take ownership of their projects, and to make decisions without constantly looking over their shoulders.

Of course, this doesn’t mean throwing them into the deep end without any guidance. Set clear expectations, provide the necessary resources, and establish open lines of communication. But then, step back and let them work their magic.

When you trust your team, they’ll rise to the occasion. They’ll be more engaged, more motivated, and more likely to come up with those groundbreaking ideas that set your agency apart. And when they know they have your support, they’ll be more willing to take risks and push the boundaries of what’s possible.

Embrace Failure as a Learning Opportunity

Failure is a part of life. And in the fast-paced world of SEO, it’s practically inevitable. Algorithms change, strategies evolve, and what worked yesterday might not work today.

But here’s the secret: Failure isn’t the end. It’s a stepping stone to success. Every misstep, every setback, every “oops” moment is an opportunity to learn, grow, and improve.

In a strong agency culture, failure isn’t something to be feared or punished. It’s embraced as a natural part of the learning process. When your team feels safe to take risks and experiment, they’re more likely to come up with innovative solutions and push the boundaries of what’s possible.

Of course, this doesn’t mean you should celebrate every failure. But it does mean creating an environment where people feel comfortable admitting their mistakes, learning from them, and moving on. When you normalize failure, you remove the stigma and fear associated with it, opening the door to greater creativity and innovation.

Building a Feedback Loop: Two-Way Streets for Success

Think back to the last time you received feedback. Was it a positive experience that left you feeling valued and motivated? Or did it feel like a one-sided critique that left you deflated and discouraged?

Feedback is a powerful tool, but it’s often misused in agency settings. It can either build up your team or tear it down. That’s why creating a culture of open, honest, and constructive feedback is crucial.

Here’s the truth….

• It’s important to understand that feedback isn’t just about pointing out what’s wrong. It’s also about recognizing what’s right. When you celebrate successes and acknowledge contributions, you create a positive feedback loop that reinforces good behavior.
• Feedback should be a two-way street. Encourage your team to give you feedback as well. This shows them that you value their opinions and that you’re committed to creating a culture of continuous improvement.
• Make sure feedback is delivered in a way that’s respectful and actionable. Avoid personal attacks or generalizations. Focus on specific behaviors and offer concrete suggestions for improvement.

Feedback isn’t about criticism – it’s about growth.

When done right, it can help your team members develop new skills, improve their performance, and reach their full potential.

Beyond the Office: Foster a Sense of Community

Work is just one part of life, and a healthy agency culture recognizes that. It’s about creating a sense of community that extends beyond the office walls, where people feel connected, supported, and valued for who they are, not just what they do.

Think about the ways you can foster a sense of community within your agency. It could be as simple as organizing regular team lunches or after-work drinks. Or you could go bigger, planning company outings, volunteering for a local cause, or participating in industry events as a group.

The key is to create opportunities for your team to connect on a personal level, build relationships, and have some fun together. When people feel like they belong to something bigger than themselves, they’re more likely to be engaged, motivated, and loyal.

And don’t forget about the power of recognition and appreciation. A simple “thank you” or a shout-out in a team meeting can go a long way in making people feel valued and appreciated. Celebrate birthdays, work anniversaries, and personal achievements. These small gestures can make a big difference in creating a positive and supportive work environment.

The Bottom Line

Building a strong marketing agency culture isn’t easy. It takes time, effort, and a whole lot of intentionality. But it’s worth it.

When you create a workplace where people feel valued, supported, and empowered, amazing things happen. Your team becomes more engaged, more productive, and more passionate about their work. Your clients get better results and become raving fans. And your agency thrives in a way you never thought possible.

Your marketing agency culture is your secret weapon. It’s the thing that sets you apart from the competition, attracts top talent, and drives long-term success. So don’t neglect it. Invest in it, nurture it, and watch it transform your agency into a powerhouse.

So go ahead, define your agency values, hire for culture add, create a workspace where people love to be, communicate openly, foster a learning mindset, celebrate wins, lead by example, and build a feedback loop.

Your future self – and your entire team – will thank you.