This article was published in the March/April 2025 issue of Pet Food Processing. Read it and other articles from this issue in our March/April digital edition.
In every industry, including the pet industry, companies are constantly searching for ways to drive innovation, improve performance, and acquire larger market share. One of the often-overlooked opportunities for achieving these goals, especially when budgets are tight, lies in how companies approach talent acquisition.
Many organizations, in addition to trying to select the most skilled candidates, have traditionally prioritized hiring for culture fit — seeking candidates who align closely with existing practices and behaviors, or, as Gallup defines culture, “how we do things around here.”
While this approach may foster a sort of harmony and alignment, it often stifles innovation and long-term growth. Instead, I propose a shift toward hiring for culture contribution — bringing people onboard who grow and strengthen the culture of a company, not just continue the status quo.
The pitfalls of culture fit
Hiring for culture fit can create teams that are comfortable but stagnant. In the pet care industry, rapid shifts in consumer preferences, supply chain challenges, and technological advancements are common, but stagnation in any of these areas can be detrimental to any business. Teams composed of like-minded individuals often fall into the trap of groupthink, where the desire for consensus overrides critical thinking and creativity.
Consider this: A team that thinks the same way will approach problems from similar angles, limiting the potential for breakthrough solutions. This is particularly risky in an industry where differentiation is key to capturing market share.
Moreover, an overemphasis on culture fit can unintentionally reinforce unconscious biases, leading to homogenous teams that exclude diverse perspectives. This not only limits innovation but also reduces the organization’s ability to adapt quickly to market changes and challenges.
Culture contribution
Culture contribution shifts the focus from how well a candidate fits into the existing culture to how they can enhance and expand it. For pet care companies, this means hiring individuals who bring new ideas, challenge the status quo, and offer fresh perspectives on everything from product development and customer experience to operational efficiency and digital transformation.
Online pet care retailer Chewy is a good example of the culture contribution approach. Here is an excerpt from their culture statement:
“A supportive and inventive culture where you’re empowered to stay curious, think big, and celebrate your uniqueness. It’s certainly not one-size-fits-all around here, and we’re proud of that. That’s why we’re constantly innovating, pushing the limits to delight our customers and colleagues, and providing endless ways for our Team Members to grow and develop.”
Chewy’s culture statement exemplifies how a company can foster an environment where employees are encouraged to think beyond traditional boundaries and bring original insights to the table. By shifting from a culture fit approach to a culture contribution strategy, companies across the pet industry can proactively seek individuals who add value in ways that strengthen and diversify their teams. Implementing this shift requires a deliberate approach — starting with how you assess, interview and onboard new talent.
Start by assessing your current culture and identifying gaps or areas where new perspectives are needed.
During interviews, go beyond assessing alignment with company values and ask candidates how they would challenge existing processes, what unique skills they bring, and how they have driven change in previous roles. Questions like, “What industry assumption do you disagree with?” can reveal a candidate’s potential to contribute new ideas.
“Culture contribution shifts the focus from how well a candidate fits into the existing culture to how they can enhance and expand it,” wrote Frank Niles, Ph.D., BSM Partners.
Look for candidates who demonstrate adaptability and a willingness to challenge norms constructively. Hiring individuals who can navigate change and push boundaries can be a significant competitive advantage.
Embrace diversity in all its forms, including cognitive diversity. Research shows that teams with diverse ways of thinking make better decisions 60% of the time. In pet care, where innovation in services, products and customer experiences is essential, this diversity can be a game-changer.
Finally, invest in leadership training for frontline managers; they play a crucial role in embedding cultural values throughout your organization. By providing training in leadership, communication and cultural integration, you ensure that culture contribution is championed at every level.
Competitive advantage
Hiring for culture contribution doesn’t mean abandoning your core values. On the contrary, it means building on them by integrating new ideas and perspectives. For forward-thinking companies, this approach can lead to:
- Enhanced innovation through diverse thinking
- Improved problem-solving and decision-making
- Greater adaptability to industry changes
- A more inclusive and dynamic workplace culture
In practice, embracing culture contribution means creating a talent strategy that looks beyond the present and prepares your company for the future. It involves continuous reassessment of team capabilities and cultural needs, ensuring that each new hire not only fills an existing gap but also brings something entirely new to the business.
Furthermore, culture contribution enhances employee engagement. When employees see that their unique perspectives and ideas are valued, they are more likely to feel a sense of ownership and commitment to the company’s success. This, in turn, reduces turnover.
As the pet care industry continues to evolve, the companies that thrive will be those that embrace change and foster innovation. By shifting from culture fit to culture contribution, pet care organizations can build high-performing teams that drive growth, innovation, and long-term success.
