Atlassian strategically narrows their target talent market through language in their values video.
Atlassian is an Australian tech company that delivers software products to a variety of industries to help them achieve their goals. Atlassian’s unique values video showcases their five core values. Their tone of voice for talent communication is as straight up and no-nonsense as the values themselves:
- Open company, no BS
- Build with heart and balance
- Don’t f*** the customer
- Play as a team
- Be the change you seek
Yep, you read that right and you’ll hear them in this values video too!
Atlassian strategically narrows their target talent market through language. The organisation is clearly not trying to appeal to everyone. While using explicit language to communicate their core values could be confronting and off-putting to some, Atlassian uses this as a way to express to candidates from traditional corporate cultures that their organisation has a different approach to values and culture. Candidates comfortable with the verbiage are aware of Atlassian’s culture and straight up attitude from the get-go.
Atlassian’s five values shape their culture, influence who they are (and who they hire), and the products they create.
“Culture is something that can’t be manufactured. It’s a combination of characters of all the people who live in the building,” said Mike Cannon-Brookes, co-founder and co-CEO.
The video’s portrayal of an honest and down to earth culture presents Atlassian as trustworthy and approachable to clients and potential candidates alike.
Atlassian prides itself on enabling their teams to develop remarkable products for their clients, while working in an environment where they feel valued for the skills they have and able to put ideas and innovations forward.
The way the five core values are presented in the video reflects Atlassian’s position as an international company operating with a large, casual family feel.