Your Company’s DNA: The Power of Authentic Values

Many companies proudly display their core values on their walls, websites, and marketing materials. However, if you were to ask an employee at random to describe them or even provide an example of how they are lived out in practice, would they be able to do so confidently?


A workplace where values are displayed as a ‘nice to have’ accessory, rather than a cultural necessity, can create a disingenuous and unappealing environment. Research has shown that employees are no longer satisfied with a paycheck alone; they are more likely to stay and thrive when they feel a sense of connection to their company’s mission and values.


Let’s put this to the test. Have a look at this common list of corporate values: Trust. Teamwork. Integrity. Fun.


These options are sharp, concise, and perhaps even resemble some of your own company values. They might sound appealing at a first glance, but do they really reflect the kind of workplace you want to be a part of? Do they truly resonate with you?


A comprehensive study conducted by the Booz Allen Hamilton/Aspen Institute discovered that most companies incorporate similar language or concepts in their value statements. Specifically, 90% of them reference ethical behaviour or use the word ‘integrity’, and 76% cite either teamwork or trust. The reality is that these are ‘suitcase’ words, generic and widely used, offering little insight into the identity of the company that packaged them.


Moreover, these words may sound inspiring, but when you really dig deep, they are often counter-intuitive. For example, every company should operate ethically and with integrity. By including it as a core value, you raise the question of why you have to note it down in the first place. Similarly, stating that your company embraces a fun work environment puts you on an entirely different path – if you have to say it, you might have a ‘fun’ problem. 


Your values need to mean something or risk reflecting confusion and inconsistency in the behaviour of your people.


Just as DNA serves as the blueprint for life, we at Joint Prosperity believe that company values should act as the genetic code that shapes a company’s culture and identity. Just as DNA influences everything from your eye colour to your susceptibility to certain illnesses, company values impact a wide range of organisational outcomes.


The numbers don’t lie. According to a recent GlobalForce workforce study, employees who are familiar with their company’s core values are significantly more likely to be engaged in their work. Notably, only 54% of employees who were unaware of their company’s values reported being engaged at work, compared to the 88% who were aware. Similarly, 65% of those who could identify their company’s values reported a strong grasp of company objectives, positively contributing to the financial health of the company.


It is undeniable then: Your company’s values can – and should – be a powerful asset. Not only do they explain to potential employees and customers what your organisation believes in, but they remind current staff of the preferred way of operating and achieving outcomes. Specifically:

  1. Values set the tone for your business identity. Once you define and promote your values, you will create a shared understanding of expected behaviours amongst your people. Your employees will recognise and appreciate what the organisation stands for, fostering a sense of purpose, alignment, and personal motivation towards achieving company goals. It is for this reason that your values should be uniquely yours, reflecting your company’s distinct culture and helping you stand out from the crowd.
  2. Values help employees make the right decisions. If aligned to your organisation’s purpose, company values will serve as a compass to help your employees make sound decisions. This will be particularly beneficial in moments of volatility or uncertainty (which, as we all know, the pandemic taught us could be right around the corner) since employees can refer back to them to ensure their actions remain aligned with the organisation’s primary objectives.
  3. Values drive talent attraction and retention. When job searching, most of us look for the correct ‘fit’ – for an environment in which we can thrive. By prioritising values-driven recruitment, you will be in a stronger position to attract and retain employees who are not only skilled but also passionate about your company’s mission, resulting in a more engaged and loyal workforce.

FluidRock stands out as a shining example of a company that has effectively integrated authentic values to strengthen their operations and drive success. As they noted:


“Joint Prosperity has been instrumental in empowering FluidRock to champion values-driven leadership, fostering a culture where trust, communication and unity are at the core of every strategic decision. This has enabled FluidRock to not only lead with values but also to embed these principles into the fabric of our corporate governance that has helped us to weather some serious storms.”


However, a word of caution. As the age-old adage states: Actions speak lounder than words. When defining your company values, they must be based on truth. If they are not grounded in reality, you run the risk of attracting customers and employee  who are aligned with the values you promote rather than the way you actually do business. This creates a huge turnover risk, with customers and employees unlikely to stay in an environment that does not live up to what was promised.


Moreover, you should avoid repeating the cliché mistake of leaders who, immediately after embarking on a values initiative, hand over the responsibility to the HR department. Just as DNA is passed down from generation to generation, company values should be embedded into the company at every turn. From hiring methods to performance metrics to CSI initiatives, company values must be weaved into all processes and systems, and leaders should be at the forefront to hold that needle.


This does not need to be a monstrous task. Let us partner with you to revitalise your company’s core values in line with your purpose and vision. By tapping into the DNA of your business, we can help you ingrain them as a living, breathing part of your culture. It’s time to ensure that your company’s values are more than just words on a wall.

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