By Erin Krueger

One of the questions I’m asked most often is: How do you keep great team members from leaving?

While there’s no one-size-fits-all answer (unless you’re a sports team signing 7-figure contracts), there are proven ways to build a culture that makes people want to stay. Here are the practices I swear by:

1. Define Your Culture—Don’t Just Assume It

Many leaders spend hours perfecting their business plan, tech stack, and financial strategy—but when it comes to culture? They throw together a few employee “rules” and call it a day.

Culture is not a list of do’s and don’ts. It’s the heartbeat of your organization—and it drives everything else.

When helping others define their culture, here’s where I tell them to start:

• Write your vision and purpose.
  
• Commit to transparency and trust.
  
• Build systems of accountability—for everyone.
  
• Create clear communication channels.
  
• Prioritize collaboration over competition.
  
• Set the tone for mindset and attitude.
  

And remember: You’re not above the culture. You’re in it. If you want your team to show up with accountability and intention, you have to model it first.

2. Create Opportunities for Mentorship

No one outgrows the need to grow. The best leaders are always learning—and the best cultures create space for people to do the same.

Don’t carry the pressure of being the sole mentor for every team member. Instead, build an environment where mentorship happens naturally. Encourage relationships, make thoughtful introductions, and invest in team development.

If you’re hiring well, your team will have just as much to offer each other as you do.

3. Show Appreciation Often—and Intentionally

People don’t leave jobs. They leave environments where they feel unseen and undervalued.

Whether it’s a hand-written note, a team dinner, time off for personal development, or just a “thank you” in the middle of a busy week—gratitude goes a long way.

When your team feels appreciated, they’ll go the extra mile not because they have to, but because they want to.

4. Monitor and Protect Your Culture

This isn’t just about protecting your strategy—it’s about protecting your people. Culture is fragile, and it requires intentional upkeep.

I created a free Culture Audit for leaders and teams to assess what’s working and what’s not. Sometimes the solution is redefining the culture. Sometimes it’s addressing a toxic team member. And sometimes—it’s us. (Yes, leaders are part of the equation too.)

When that’s the case, go back to step one. Reset. Recommit. And start again.

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Building a strong culture isn’t about perfection—it’s about being intentional, consistent, and aligned. When you do that, people won’t just stay… they’ll thrive.

Want to assess where your culture stands? Check out the free Culture Audit tool here.