The term “core values” may seem like one of those buzzwords that come and go in popularity, but they are actually crucial for any founder to establish while building their brand. Core values are the guiding principles that unite the entire organization, from the front desk receptionist to the executives in the C-Suite. The attitudes and behaviors of employees should consistently reflect the core values of the business.
Core values represent the ethical standards of an organization, distinct from its purpose. In contrast, mission statements act as calls to action, outlining the goals of the business. Core values, however, typically consist of traits that should influence all activities within the company, regardless of the role.
Consider the characteristics you admire and create a list of those traits. Reflect on what is important in your business and what makes working there unique.
What should you do if you’re struggling to identify your company’s core values? Start by reflecting on what distinguishes your business from competitors. Is exceptional customer service your main priority, or do you provide the best value in your area? Consider the unique aspects of your business and derive core values from those attributes.
Next, think about why employees would want to work for your company. Does your company culture stand out? In what ways? Are you a start-up that offers flexible hours, or is team networking and development a more significant focus? What feelings do you want your employees to associate with the company? Visualizing the atmosphere you want to cultivate will help you clarify the values you wish to establish.
Involve your team in this process. It should be collaborative and inclusive rather than a top-down directive. Aim to identify at least five core values for your business. These values should consist of impactful words or short, memorable phrases. After all, if your colleagues can’t remember these values, they won’t be effective. Ensure that each employee understands what each value means for your organization. Incorporate these core values into your marketing materials, internal communications, and employee handbooks. Some examples of core values are “Integrity,” “Adaptability,” and “Embrace the Adventure.” Does that make sense?
Core values are essential because they serve as the foundation for your company. When everyone’s goals and attitudes align, your business is more likely to succeed. These values motivate both employees and executives to achieve the company’s objectives and fulfill its mission statement. They also guide all aspects of the organization, including the creation of job descriptions for potential employees. If you need assistance incorporating your values into job descriptions, feel free to reach out to us.
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