Why ‘culture fit’ is costing you great hires (and what to hire for instead)

“Culture fit” has been a go-to hiring phrase for years. On the surface, it makes sense, you want people who align with your team, your values, your way of working. But in reality, hiring for “fit” can often lead to sameness. And sameness rarely drives progress.

Right now, the brands building the strongest creative, marketing and ecommerce teams aren’t looking for people who blend in. They’re looking for people who add something new. Different perspectives. New skillsets. Fresh ways of thinking.

That’s why we’re seeing a shift from “culture fit” to “culture add.”

Instead of asking, “Will this person fit in?” the better question is, “What will this person bring?”
Will they challenge ideas? Push creative further? Spot opportunities others might miss?

In fast-moving industries, especially across digital and ecommerce, that kind of thinking is critical. Markets change quickly. Platforms evolve. Audiences expect more. Teams that think the same way struggle to keep up.

This doesn’t mean culture doesn’t matter. It absolutely does. But it should be about shared values, not identical backgrounds or personalities. The strongest teams balance alignment with diversity of thought.

At CoCo, we work with brands to rethink how they hire, focusing on skills, mindset and impact over “fit.” Because hiring the right people isn’t about maintaining the status quo. It’s about building teams that move things forward.

If you’re reviewing your hiring approach, it might be time to ask a different question. Not “Do they fit?” but “Will they make us better?”