Why a People-Centered Culture Is the Most Strategic Investment a Credit Union Can Make

Guest Editorial by Marian Ringuette, AVP of Talent Acquisition, GTE Financial

As a talent acquisition leader in the credit union space, I often reflect on two interconnected questions: Why do people choose to work here? Why do members choose to stay?

Marian Ringuette

The answer to both is culture.

In an environment where technology is advancing quickly and workforce expectations are evolving just as fast, a people-centered culture has become one of the most powerful strategic advantages a credit union can have. This approach not only fosters member growth but also enhances employee engagement, ultimately driving long-term performance.

Member Experience Starts With How We Treat Our People

Credit unions have long emphasized a people-first approach. However, to be truly people-centered today, genuine involvement with our members and employees is essential.

Members now expect convenience and innovation while still valuing human connection. When teams are empowered to understand members’ needs, aspirations, and challenges, service evolves from transactional to relational. This transformation can be seen in practical ways, such as:

• Staff reflecting the communities they serve

• Offering bilingual support

• Ensuring members feel heard rather than rushed

From a talent perspective, employees want to be part of organizations where empathy is not just a value statement but a daily practice. When employees believe in the mission and feel trusted to provide meaningful service, that authenticity enhances the member experience and drives organic growth.

Purpose Is the Differentiator in Talent Acquisition

The competition for talent now extends beyond pay and job titles; candidates are evaluating culture, leadership, and the impact they can make.

Credit unions that effectively connect roles to a larger purpose stand out. People want to know that their work matters to members, colleagues, and the community. Institutions that invest in community partnerships, volunteerism, and local engagement provide employees with a reason to feel proud of their workplace.

From a recruiting perspective, this purpose-driven narrative resonates. It attracts candidates who align with the cooperative mission and are more likely to stay, grow, and lead.

Retention Is Built Through Connection and Clarity

Hiring great people is just the beginning. Retaining them requires connection, communication, and consistency.

A people-centered culture emphasizes that challenges are faced together. When teams share a vision and employees comprehend how their contributions align with that vision, engagement flourishes.

Creating an environment where individuals feel known is equally crucial. Regular check-ins, follow-ups, and a genuine interest in employees’ well-being demonstrate that they are valued beyond their output. In larger organizations, this intentionality is vital to ensure employees never feel like just a number.

Recognition plays a significant role as well. Structured opportunities for peer-to-peer appreciation and shared experiences foster trust and belonging. These moments strengthen teams and reinforce positive behaviors that enhance both culture and performance. At GTE Financial, we have implemented a program called The Applause, allowing employees to acknowledge their peers' efforts. These recognitions are awarded points, which can be converted into gift cards, representing just a small part of our commitment to providing not only recognition but genuine appreciation.

Listening Is a Talent Strategy

One of the most effective tools in talent acquisition and retention is feedback.

Inviting input from new hires about their onboarding experience provides valuable insight and reinforces a sense of inclusion from day one. When employees see their feedback acknowledged and acted upon, it builds trust and credibility with leadership.

This approach reflects a broader leadership mindset, one rooted in humility, accessibility, and continuous learning. Leaders who remain close to the work and receptive to constructive feedback are better positioned to adapt to a changing workforce landscape.

Culture Enables Innovation

A people-centered culture is key to enabling innovation. When employees feel supported, they are more inclined to experiment, adopt new tools, and share their ideas. This support is crucial as credit unions work to integrate technology for enhanced efficiency, safety, and service delivery.

Presenting innovation as a means to better serve both members and employees transforms it into a shared goal rather than a top-down directive. This alignment not only fosters progress but also minimizes friction within the organization.

The Talent Advantage Is a Culture Advantage

From my perspective in talent acquisition, culture has become a core business strategy rather than a secondary consideration.

People-centered credit unions are better equipped to attract mission-driven talent, deliver exceptional member experiences, and adapt to change. They foster workplaces where employees find meaning, growth, and connection, and where members feel valued and understood.

In an industry focused on people helping people, investing in culture is not only the right approach; it is the most effective way to ensure relevance, resilience, and growth in the future.

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Marian Ringuette, PHR, is the Associate Vice President of Talent Acquisition at GTE Financial, where she shapes forward-looking talent strategies that support business growth in the financial services industry. As a member of the HR leadership team, she partners with senior leaders to anticipate workforce needs, elevate performance, and build high-impact teams. With expertise spanning full-cycle recruiting, compliance, and leadership development, Marian brings a strategic, people-first perspective to the future of work.