Companies such as Southwest Airlines and online retailer Zappos are flourishing because of their company culture, says management consultant Barbara Bruno.

In an article for Kennedy Information Recruiting Trends, Bruno says a company’s corporate culture can attract top talent, and recommends following the “Three C’s of Hiring: Character – Compatibility – Competence: You need to hire individuals who will align with your culture and core values as a company. When you build a dynamic team, top talent is drawn in by your team members, referral dramatically increase and you become a preferred employer. Positive word-of-mouth advertising in the job market is priceless,” Bruno says.