What is the significance of values in the corporate world?

Dernière mise à jour de l'article le 26 November 2024

In the previous article, we discussed a method for identifying personal values. Today, I would like to focus on the importance of values in the business world.

Values play a fundamental role in shaping the culture, decision-making processes, and overall success of an organisation. They serve as guiding principles that influence behaviour, actions, and relationships within a company.

Understanding and embracing values in a professional context is essential for fostering a positive work culture, attracting and retaining top talent, and achieving long-term success.

In this article, we will explore the significance of values in the corporate world and how they contribute to the overall well-being and growth of an organisation. In the second part of the article, I will provide you with an exercise to help you assess your alignment with your company’s culture.

What are corporate values?

Corporate values are the principles upon which a company, in theory, bases its strategic decisions. These values reflect the vision of its leaders.

Values serve as a compass for leaders, enabling them to make the right decisions in line with the overall vision of the company. It is these values that attract and retain customers and employees. They contribute to the construction of the company’s culture.

Values are the driving force behind individual and collective action within a company.

How do corporate values work?

Values enable companies to:

• Provide meaning and guide the commitment and engagement of employees.
• Strengthen the cohesion among employees.
• Promote their DNA internally and externally.
• Inspire employees on a daily basis.

They are principles that bring together and unite employees towards a common and shared vision. The company’s mission statement is further facilitated if the values align with it.

Two main categories of values can be distinguished:

• Values that are outwardly directed, primarily towards customers, to promote the company’s image and reputation. For example, the value of “customer satisfaction” is customer-oriented and demonstrates that the company and its employees are committed to providing products and services to satisfy customers throughout the entire process of product or service creation.
• Values that are internally oriented and form the common identity foundation among employees. For example, teamwork is a value that is primarily focused internally on employees and demonstrates a company’s desire to foster a collaborative spirit within its teams.

Through these corporate values, employees can understand the standards of their company and the type of behaviour expected that is “in line” with the corporate culture, as well as those that are not.

Values guide the overall functioning of a company.

And in my daily life, how does this materialize?

As mentioned earlier, corporate values guide the daily lives of employees and leaders, particularly in terms of the general mindset to adopt in their professional activities and specifically regarding expected behaviour.

There is a dissonance between the values displayed by the company and those perceived on a daily basis by employees when everyday actions do not reflect the company’s stated values.

Indeed, a lived value in a company is put into action through the behaviours of both leaders and employees. If this dissonance is felt by employees, they will strive to realign themselves. This is particularly challenging as each person may have their own definition of values.

That is why it is important to clearly define a company’s values in advance, share this vision with employees, and embody these values on a daily basis through internal and external communication as well as actions.

As an employee, you can ask yourself these initial reflective questions:

• How are values perceived on a daily basis by employees?
• Are values displayed as a social norm in my company?
• What meaning does the company attach to the word “value”?
• How can values be disseminated within the company?

Keep in mind that each employee may have a different definition for each value.

Exercise to be aligned with your values at work

To align yourself with your values in the workplace, here’s a small exercise to help you assess where you stand in relation to your company’s values:

1. First, do you know your company’s values? If not, obtain the list of values before starting the exercise.
2. Take a sheet of paper or print the template I’m providing below: “Analysis Grid of Corporate Values.”
3. List all the displayed values of your company.
4. For each listed value, on a scale of -10 to +10, evaluate, based on your perception, whether it is a displayed value (-10), meaning that this value does not reflect the behaviours of employees and managers in the company, or a lived value (+10), meaning that the behaviours of most employees and managers align with this value.
5. Calculate the average of all the results obtained.
6. Interpret the average score as follows:
   • If the average score falls between -10 and -5: Your perception of your company’s values suggests a misalignment between what leaders say and the behaviours of employees in their daily routines. First and foremost, it’s important for you to understand your position in this situation. How do you experience this on a daily basis? What actions can you take to change your immediate environment? Is it a matter of circumstances or a structural issue? What do you want to do in light of this realization? Here are some points to consider when identifying development areas at your level, considering the situation you’re experiencing. And remember, if it doesn’t suit you and it affects your well-being, the best solution may be to change your role or even the company if no other alternatives can be considered.
   • If the average score falls between -5 and +3: Your perception resembles a roller coaster ride, where some days the path seems to brighten and lead to positive territories, while other days it closes in on itself. Your priority will be to determine how you position yourself in this situation. Which values are most challenged and important to you? Are you able to carry out your work if these values are not met? If not, what actions can you take? Once again, these are some points to consider when identifying values and behaviours that could potentially hinder your future if they are not aligned with your perception of what these values and behaviours should be.
   • If the average score falls between +3 and +7: You’re on the right track! Your perception of the values upheld by your company is generally positive. Collective efforts are still needed to maintain the progress made and avoid falling into “brainwashing.” According to you, what would be the next steps to improve this rating and continue on this path?
   • If the average score is above +7: Congratulations! Your perception of the values upheld by your company seems to be in line with the behaviours you observe on a daily basis. This likely indicates that these values are embodied through actions and reflects a genuine desire to disseminate and share a common corporate culture.

What are the risks?

The risks of value misalignment lead to a disconnect between the company and its employees. It is important to be aware of this as early as possible to avoid situations of “brownout,” which is the loss of meaning in one’s work and a rejection of decisions made by management.

For the company, this can impact employer branding, talent attraction, and retention. Loss of trust and credibility can emerge among employees, which is likely to affect their motivation and commitment.

It’s important to remember that employees are the first to experience and feel the company’s values. These same individuals are also best positioned to promote the company externally, thus contributing to its brand image.

In any case, if you find yourself in a situation of value misalignment, keep in mind that:

• You are not alone; talk to your colleagues or even seek professional assistance.
• Take a step back from the situation by focusing on extracurricular activities, for example.
• Analyse the situation and ask yourself if you want to continue on this path.
• Request a modification of your responsibilities, if possible, to align them more closely with your values.
• Consider changing your environment within or outside the company, if necessary.

We only have one life, so let’s keep that in mind!

Take care of yourself ✨