In today’s competitive business landscape, having a strong company culture is essential for success. One of the key drivers of a thriving culture is a set of well-defined and meaningful values. Values serve as guiding principles that shape the behaviour and decisions of employees, creating a cohesive and engaging work environment. In this comprehensive guide, we will explore the importance of values in building a vibrant company culture and provide practical tips on creating and communicating values that truly resonate with your employees.
Understanding Company Values
Before diving into the process of creating company values, it’s important to have a clear understanding of what they are and why they matter. Company values are the beliefs and principles that underpin the organisation’s vision and shape its culture. They serve as a compass, guiding employees in their daily work and decision-making. Values define the character and identity of the company, setting it apart from competitors and attracting like-minded individuals who align with its mission.
Research consistently shows that organisations with strong values reap numerous benefits. A study by Deloitte found that 44% of US-based survey respondents believed that alignment with their organisation’s purpose and values was essential. A strong culture built on well-defined values enhances productivity, creativity, profitability, and growth. It fosters employee engagement, satisfaction, and retention, leading to a more positive and fulfilling work environment.
The Impact of Values on Company Culture
Company culture is the collective behaviour and mindset of an organisation’s employees. It encompasses the shared values, attitudes, norms, and practices that shape the work environment. Values play a crucial role in shaping company culture by providing a framework for behaviour, decision-making, and interactions among employees.
When values are deeply ingrained in the culture, they act as a guiding force, aligning employees’ actions with the organisation’s goals and mission. They create a sense of purpose and identity, fostering a positive and inclusive work environment. Values help build trust, transparency, and collaboration among team members, promoting effective communication and teamwork.
Creating Values that Truly Resonate
Creating impactful values is not a one-size-fits-all approach. It requires thoughtful consideration and a deep understanding of your organisation’s identity, goals, and aspirations. Here are five key tips to help you create values that truly resonate with your employees:
1. Authenticity is Key
When crafting your company values, it’s important to be authentic and true to your organisation’s identity. Your values should reflect the unique aspects of your business and the principles that drive its success. Avoid generic or cliché statements that could easily apply to any company. Instead, focus on what sets you apart, your core beliefs, and what you stand for as an organisation.
2. Keep it Simple and Memorable
Values should be concise and easy to remember. Avoid long, complex statements that are difficult for employees to recall and internalise. Use simple, clear language that resonates with your team. Consider using techniques like alliteration or rhyme to make your values more memorable and engaging. For example, if teamwork is a core value, you could phrase it as “Collaborate and Conquer.”
3. Make Values Actionable
Values should go beyond mere words on a page. They should be actionable and provide guidance for employees in their day-to-day work. Each value should be accompanied by specific behaviours or actions that demonstrate how it can be lived out in practice. For instance, if one of your values is “Innovation,” provide examples of how employees can embrace innovative thinking and contribute to the company’s growth and success.
4. Involve Employees in the Process of Creating Company Values
Creating values shouldn’t be a top-down exercise. Involve employees at all levels of the organisation in the process to ensure their buy-in and commitment. Seek their input and feedback to ensure that the values truly reflect the collective beliefs and aspirations of the team. This inclusivity will foster a sense of ownership and pride in the values, leading to greater alignment and engagement.
5. Communicate and Reinforce Values
Creating values is just the first step; effectively communicating and reinforcing them is equally important. Develop a comprehensive communication strategy to ensure that employees understand and embrace the values. Consider creating a values video that brings the values to life and showcases real-life examples of employees living the values. Integrate the values into your performance management processes, recognition programs, and daily interactions to reinforce their importance.
Case Studies: Companies with Strong Values
To illustrate the power of values in shaping company culture, let’s explore two case studies of companies that have successfully created and implemented values that resonate with their employees.
Zappos – Delivering Happiness
Zappos, the online shoe and clothing retailer, is known for its strong company culture and commitment to customer service. One of their core values is “Deliver Wow Through Service.” This value embodies their dedication to going above and beyond to exceed customer expectations. Zappos empowers employees to make decisions that prioritise customer satisfaction, fostering a customer-centric culture that sets them apart from competitors.
Patagonia – Environmental Stewardship
Patagonia, the outdoor apparel company, is renowned for its commitment to environmental sustainability. Their core philosophy of “Lead an examined life” reflects their dedication to minimising their environmental impact and promoting responsible business practices. Patagonia encourages employees to live out this value by offering paid time off for environmental activism and supporting initiatives that protect the planet.
Conclusion
Creating and communicating values that truly resonate with employees is a critical step in building a vibrant company culture. Values serve as the foundation of a positive and engaging work environment, guiding employees’ behaviours and decisions. By being authentic, keeping values simple and actionable, involving employees, and effectively communicating and reinforcing values, organisations can create a strong culture that attracts and retains top talent, fosters innovation, and drives long-term success. Embrace the power of values and watch your company culture thrive.
Would you like help to create or refresh your company values? At Shaping Change we have facilitated values and behaviours development for businesses ranging from Government Departments to small business. Book a discovery call with Ros here.
