Employer Branding: Building Culture as Your Competitive Edge

In the cannabis industry, where startup energy meets regulatory complexity
and rapid growth, competition for skilled, mission-driven talent is fierce.
For founders and operators, this creates a crucial question: What makes
someone want to work for your company?

An even more pertinent question is “How much are you investing in branding
your workplace?”

The pandemic permanently shifted how people experience work. With remote
and hybrid environments becoming the norm, employer branding is no longer
about cool office spaces or stocked fridges. In fact, building a company
people want to work for today often means crafting experiences that have
little to do with a physical location.

It’s no longer about the place; it’s about the people. Culture is defined
not by amenities, but by the relationships, communication, and energy your
team brings to each other every day. If your team feels comfortable being
themselves, sharing ideas, and connecting authentically (yes, even across
Zoom calls or Slack channels), you’re already building a strong employer
brand.

Authenticity is key. It can’t be manufactured, and it definitely can’t be
faked. The more real your company culture feels, the more attractive it
becomes to potential hires.
[image: Group of WeedMaps employees in the cannabis industry posing
together outdoors in front of branded company signage.] Photo: WeedMaps

Some may dismiss culture-building as soft or secondary to business
operations. But your employer brand directly impacts recruitment,
retention, and productivity. When people enjoy where they work and feel
valued, they stay longer, collaborate better, and often become advocates
for the company.

And let’s be real: Hiring is expensive. Onboarding takes time. Training
takes energy. When someone leaves, you lose more than just a role; you also
lose momentum. That’s why a strong employer brand is a strategic asset.
When employees feel aligned with your values and leadership, the ripple
effects are real: better work, stronger client relationships, and
long-term, sustainable growth.

If you’re in a leadership position, your behavior sets the tone. When you
lead with empathy and authenticity, your team feels it. And when your
employees are energized and engaged, they pass that energy on to clients,
partners, and each other.

Culture isn’t about being performative. It’s about consistently showing up.
Messaging that reflects who you really are as a company (i.e. human,
transparent, creative) creates a magnetic effect. People want to be part of
something real. They want to believe in where they work.

That’s why everything from your careers page to your social media presence
contributes to how your company is perceived as an employer. The tone of
your job descriptions, the transparency in your messaging, and even the
visual design of your website tell a story. Are you using that opportunity
to stand out?

A flat, corporate tone can deter great candidates. On the other hand, a
voice that feels personal and authentic can signal your culture is
different and you value people, not just productivity.

Don’t forget about the power of visual identity and messaging. Both can
signal innovation, openness, and trustworthiness before a candidate even
clicks “apply.”

So what is top talent in the cannabis space really looking for?

More and more, people are drawn to companies not because “weed is cool” but
because they want to work in a dynamic, emerging space full of novel
challenges. These are self-motivated, growth-oriented individuals who
aspire to solve problems in an industry that’s still taking shape.

One of the strongest signals of a healthy employer brand is internal
mobility. If employees see a real path to grow, whether that means learning
new skills, stepping into leadership, or even switching departments,
they’re far more likely to stay and engage. Empty promises of growth often
backfire. If you want people to believe in the future of your company, make
sure you’re creating a future they can be part of.

But challenge alone won’t keep them. If you want to attract and retain
top-tier talent, you need to provide security as well as advancement
opportunities. That starts with offering real benefits. I’m talking about
healthcare, paid leave, and other perks. These investments may stretch your
budget, especially early on, but they demonstrate you care about the people
helping your business grow.

This brings me to my last point: the pizza party purpose. There was a time
I thought team-building exercises were corny. And sure, a pizza party won’t
fix a toxic workplace. But shared meals, casual hangs, and inside jokes
over Slack channels? Honestly, these moments matter more than you’d think.
They build trust. They create space for people to exhale. And sometimes, as
a business owner, watching your team laugh over slices is the moment you
realize you’re doing something right.
[image: Dixie for mg Magazine] Photo: Dixie

The goal isn’t to check off boxes on a “culture to-do list.” The goal is to
create real, human moments. Sometimes, yes, a slice of pizza helps.

In cannabis, employer branding isn’t just a recruitment tool. It’s a
survival strategy. It’s what sets apart the companies that last from the
ones that burn out. Because in the end, people don’t want just a job. They
want to believe in where they work.

If you get that part right — if you build a place that’s real, supportive,
and driven by something deeper — you won’t just attract talent. You’ll also
keep the top performers you hire.
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Employer Branding: Key Questions

1. Why is employer branding important in cannabis?

Employer branding helps cannabis companies attract and retain top
talent, reducing costly turnover.
2. How can cannabis companies build a strong culture?

Foster authenticity, empathy, and trust through communication, benefits,
and real growth opportunities.
3. What do cannabis employees want most?

Beyond perks, they want authentic culture, internal mobility, and real
benefits like healthcare and paid leave.
4. How does culture affect business growth?

Strong culture improves retention, productivity, and client
relationships, driving long-term sustainable growth.

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[image: Will Read co-founder CannaPlanners]

As founder and CEO of CannaPlanners, Will Read brings a no-nonsense
approach to disrupting the industry. His background is as dynamic as his
leadership style, spanning music, tech, and entrepreneurship. After
sharpening his business-development skills at Apple, he launched
CannaPlanners in 2016 to normalize cannabis through bold design and
next-level digital marketing.