How to develop sustainable corporate values


By Thom Dennis, CEO – Serenity In Leadership

September 30, 2021

Millennials in particular are more likely to spend money with a company, or consider joining their workforce, if it has a clear business ethic that matches theirs, or if the company demonstrates corporate social responsibility or clear integrity. These young consumers are hugely important, not least because they also have the loudest voices on social media that they can choose to share with one click. Some companies without a public profile, even if they are very large, have felt that the lack of a profile allows them to behave without awareness of corporate social responsibility, but that is changing.

Clear and strong corporate values ​​that represent the beliefs and principles that drive the company are becoming increasingly important, whether they are aligned with all or part of: sustainability, ecology, equity, equality, inclusion, diversity, innovation, respect, integrity, passion or respect for work / life and family balance.

VScorporate values guide the actions of an organization, characterize its brand, promote employee engagement, unite the workforce, strengthen competitive advantage and results, and ultimately shape the culture, vision and business strategy of an organization. So we asked Thom Dennis, CEO of Serenity in Leadership, How can we develop (and fully embrace) core values ​​for business success? Here are his top tips.

  1. Get everyone involved. While the core values ​​of a company tend to reflect the morals and beliefs of the founders of the company, provide all colleagues, employees, suppliers and customers the opportunity to share what is important to them, and then work at a collaboration of common values ​​creates a dynamic work environment rich in culture. Empower, involve and also delegate to others.
  1. Values ​​are not slogans or symbolic ideas. The values ​​must be fully integrated into all day-to-day operations, thought leadership, the hiring process, website, intranet and processes throughout the company. They must be visible and deeply rooted in the work culture, including the vision and mission statement of the company. Ben & Jerry’s values, for example, focus on social and economic justice, human rights and dignity, and environmental protection and these values ​​are visible at all levels. Values ​​| Ben & Jerry’s (
  1. Demonstrate commitment and longevity to the cause. Respect these values ​​by constantly providing staff with up-to-date training and development opportunities that directly reflect your company’s values. Incorporating these values ​​throughout the hiring process encourages new employees to engage with the company from the start. To do this, make sure new hires read, talk about, challenge and reinvigorate the company goal and mission statement.
  1. Be transformative even if it’s hard or a lot of work at first. Identify the obstacles and seek to eliminate them. The Body Shop has been a pioneer in selling ethically-inspired, nature-inspired makeup, hair care and body products, and continues to speak out to protect our planet, actively oppose testing on animals, support fair trade and defend human rights, even under their new possession.
  1. Operationalize your values. It was found in a study that 100% of business leaders had values ​​but only 11% had reflected those values ​​into desired behaviors. If senior leaders do not live up to the values ​​adopted, it creates cynicism and enormous resistance to change. You need to walk the talk and reinforce the desired behaviors.
  1. Be an ambassador and an ally. When coworkers see you implementing and practicing company values, they are more likely to replicate your behavior, reinforcing it throughout the company culture. Allow people to ask questions and encourage dialogue so that they are more likely to get involved. Identify influencers, energizers and blockers, and remove blockers.
  1. Be transparent. Every good business should have simple, easy-to-understand values. They need to be aligned and support the purpose of the business. These values ​​should also be aligned with your organization’s goals, even if they are profit-oriented. Communicate your values ​​regularly and show how important working with the goal is.
  1. Be responsible. Live by your words in all aspects of your business, from your suppliers to your team to your customers. Although possibly damaged by their acquisition by Amazon, Whole Foods still strives to promote the growth and happiness of team members, care about their communities and the environment, and offer a partnership. of win-win prices with suppliers.
  1. Develop and deploy a listening strategy. Organizations that set themselves up to truly understand their workforce are the ones that will be successful in the years to come. Regularly use various pulse methods (monthly or even weekly) to hear what your people are thinking and feeling – technology and AI are advanced today and can make it easier to get to real issues. Amazon, for example, asked a question every day such as: “Is your manager a simplifier or a complexifier?” “
  1. Reward the team’s success. Company values ​​can serve as goals for your entire team and are best achieved through a joint effort. While celebrating individual achievements is important (and usually we do far too little), rewarding team success should be a priority in creating cohesion and harmony among employees.
  1. Become a B company. Certified B Corps are a new kind of business that balances purpose and profit. They are legally required to consider the impact of their decisions on their workers, customers, suppliers, the community and the environment. It is a community of leaders, the origin of a global movement of people using business as a force for good.
  1. True diversity and inclusion promotes individuality, a healthier work environment, a new way of thinking and respect, and unites us, and is a staple as part of any set of corporate values ​​in the modern age.
  2. Review and evolve. Your values ​​must grow with your business. It is important to review and update your values, especially when your business is presented with new opportunities or meets new challenges. This maintains transparency and authenticity and encourages the organization to stay up to date.

Source link


Leave A Reply