One of the aspects of creating a foundation of brand strategy is creating Core Values for my clients. Company Core Values are the set of ethics and principles that govern a company’s decision making and actions. They also serve as the foundation for the company culture, and the behaviors expected by its workforce.
The top factor of employee satisfaction is the culture and values of an organization. Over 75 percent of employees consider it “very important” to work for a company with defined core values. This translates to a better bottom line: companies with highly aligned cultures see 30 percent higher growth and 17 percent higher profit growth.
A Harvard Business Review article by Dr. Natalie Baumgartner, Chief Workforce Scientist at Achievers, suggests that 26 percent of employees would forego a fancy title and 65 percent would accept lower pay rather than deal with a poor workplace environment.
What are examples core values?
- Integrity:
Acting ethically and transparently in all business dealings, prioritizing doing the right thing over personal gain. It means being accountable and following through with decisions made, even if no one is around to see it. - Innovation:
Pushing past the status quo with bold and progressive ideas. Being curious and challenging deeply ingrained assumptions and traditional methods. Innovation is learning from both successes and failures to forge a new path forward – all with a deep hunger for improvement. - Accountability:
Owning the decisions made and their outcomes. It is more than simply acknowledging one’s mistakes but actively learning from them to drive positive outcomes. Taking ownership of one’s actions help foster a culture of trust and improved employee morale. - Honesty:
Being upfront and forthcoming with information, insights, and processes. By creating a culture where truth is at the forefront, employees are able to address the problems openly and transparently at hand. Relationships built on honesty help build connections among employees and customers alike. - Respect:
Going beyond simply being polite, respect means treating all employees, clients, customers, and stakeholders with dignity and worth – no matter their background, position, or opinions. It is acknowledging the unique contributions each individual makes in furthering the goals of the organization. - Passion:
Expressing a contagious enthusiasm for shared company goals and daily tasks at hand. Passion is what motivates and drives employees to excel helping them find purpose in their day-to-day job. It is also what helps individuals persevere when faced with inevitable challenges or obstacles in the workplace. - Trust:
Nurturing positive relationships at all levels of the organization. Building trust means your employees benefit from a culture of honesty, psychological safety, and mutual respect. Trust is key to helping employees feel secure in their jobs, improving retention and engagement. - Teamwork:
Working cohesively and collaboratively towards something bigger. Teamwork brings together different skills and perspectives that you would not get if it was just an individual on their own. Collaborating as a team can result in an increase in innovation, team bonding, learning & development, and a greater sense of achievement. - Creativity:
Finding new ways of thinking, learning, and doing. Encouraging calculated risk-taking and celebrate experimentation, understanding that even failures can offer valuable lessons. Not only can creativity improve productivity and efficiency, it also helps businesses stay ahead of the competition. - Compassion:
Actively understanding and empathizing with the experiences and challenges of others, without judgement or assumptions. Cultivating a supportive environment which means active listening, offering support when needed, and celebrating successes together. Prioritizing compassion fosters a sense of belonging leading to reduced stress, improved wellbeing and ultimately employee retention. - Courage:
Standing up for a principle or cause despite personal fears or risk of negative outcomes. In the workplace this might mean taking a calculated business risk, making a stand against discrimination, or saying ‘no’ to something that might go against one’s convictions. - Loyalty:
A strong attachment to an organization and its mission, values, and vision. Loyalty means working hard not only for a paycheck but committing to see the company grow and succeed. Feeling seen, heard, and valued are major contributors in building employee loyalty. - Adaptability:
The ability to change and adjust one’s behavior or strategy based on the shifting demands of the organization, market, or general circumstances. Being proactive and resourceful in new environments with the capacity to bounce back from setbacks. - Dependability:
Being trustworthy and reliable in the workplace. It means consistently demonstrating integrity through actions, not just words. Taking ownership of commitments, delivering high-quality work, and standing accountable when things don’t go as planned. Upholding this value creates an environment of mutual support and shared success. - Excellence:
Workplace excellence goes above and beyond requirements and expectations. It is the pushing of boundaries to achieve the highest quality results taking pride in the work that is done. A spirit of excellence inspires and motivates employees to continuously improve bringing the best out of everybody. - Happiness:
Feeling enjoyment or fulfillment with one’s job, workplace environment, and relationships. Happiness develops when employees feel valued and appreciated for the contributions they make. A happy workforce boosts all aspects of the business including engagement, productivity, reduced absenteeism, and lower turnover. - Health:
Employee wellbeing takes into account both the physical and mental health of the entire workforce. Organizations that take a holistic approach through policies, programs, and benefits not only improve employee morale but help reduce healthcare costs for both employers and employees. - Humility:
The self-awareness to recognize one’s limitations or weaknesses as well as the open-mindedness towards different perspectives. Being able to learn and grow from people and experiences is key to this trait. It’s the realization that all employees regardless of their role or experience contribute to the success of an organization. - Kindness:
Acts of kindness is a powerful way to foster safety and build connections in the workplace. Breeding a culture of kindness involve understanding, empathy, support, and recognition. Improvements in workplace morale, collaboration, loyalty, and wellbeing can all be outcomes when organizations prioritize this core value. - Knowledge:
Freely sharing information so that employees can do their jobs effectively. Knowledge can look like organizational policies and procedures, technical expertise, and industry-specific trends. Knowledge also extends beyond simply acquiring information but applying it to the job as well. - Leadership:
Empowering and motivating others towards a shared goal. Leadership can take on many forms, from setting an inspiring vision and direction to offering guidance and support to leading by example. By positively influencing others to participate in the company’s vision, leaders act as a north star for peers around them. - Openness:
Fostering an environment where individuals can freely share relevant ideas, opinions, and information without fear of judgement. This type of environment creates psychological safety for all, encouraging honesty and transparency. Organizations that promote an open workplace not only contributes to a more positive work environment but fosters innovation and creativity. - Commitment:
The willingness to put the time, effort, and energy into furthering the organization toward its goals. It is an unwavering dedication stemming from the belief that the daily tasks meaningfully contribute to the bigger picture. Always going the extra mile to ensure the job gets done no matter how big or how small. - Community:
More than just individual connections, community at work brings people together through common interests, objectives, or experiences. It’s an investment in policies, programs, and activities that build a “one team” mentality helping employees feel a sense of belonging, connection, and shared purpose. - Diversity:
Respecting and valuing the background, skills, and insights of all employees. A commitment to creating an environment where everybody has equal access to opportunities that are available. Diversity goes beyond demographics and includes accepting different work styles, personalities, and differences in how people think and learn.