In 1997, Steve Jobs returned to Apple as CEO at a time when the company’s market share wasn’t quite impressive. He had to build the company from the ground up. So, one of the first things he did after returning was rehire the Chiat Day agency to define the company’s core values. During an intensive brainstorming marathon that lasted eight weeks, he searched for the values that defined Apple the best.
Steve Jobs was one of the renowned CEOs who devoted his time to building the core values as he was well aware of the significant impact they could create. Today, I thought of sharing my views on this fascinating subject.
Let’s read together!
The Importance Core Values Hold
Core values are one of the best representations of what your business stands for today and what it will be tomorrow. Research states that more than 49% of employees are unaware of their organizational values. The data left me thinking that if the workforce is not aware of the values, how will work together as a team?
As the core values help define an organization’s identity, it’s critical for the CEOs and the business leaders to understand how can they infuse those thoughts and them translate into actions for the internal team members.
Besides identity, core values set the purpose and the direction to move for an organization. Organizations that clearly lay out their core values bring their people on a track that is aligned with their purpose. As an outcome, every member of these organizations starts working toward achieving a common goal. As the meaning of the statements become clearer to the employees it becomes easier for them to connect the words with their deliverables.
The overall transcending effect – from words to actions to results – is so subtle that although it becomes difficult to pinpoint where the change is happening, the fact that the change starts from the value statements is irrefutable. The benefit of the values becomes particularly perceivable during a challenge, where employees work together to resolve it, keeping the value statements in their minds.
Why Promotion of Company Values is Important?
As the brand image of a company is dependent on its core values, it is important to promote the core values to establish that image. Promotion helps in building the unique stance of a company in a given market. However, the task becomes increasingly difficult on the Internet. One of the companies that have successfully carved out its niche in the online space is YouTube.
If you take a look at its core values you will notice that they pivot on freedom of expression, information, and opportunity. Besides talking about it internally, YouTube has covered all bases to promote that value in every communication they published. Interestingly, none of their campaigns have their videos – they are all made of their creators’ videos. The communication is subtle but sends a deep message in reinstating their value – freedom for all to express and inform.
Besides helping a company in building its brand image, the promotion of core values helps in reinforcing the confidence of its customers, investors, and stakeholders. When a company talks about its values in public and showcases its alignment through its deliverables, it underscores the integrity of the company. People perceive the brand as authentic, reliable, and stable. Implicitly, the already established brand image gets a positive brush-off and the company gains an advantage in increasing its mindshare. Although that may not offer a direct short-term business benefit, it roots the brand as a long-time player in the field.
Promoting Company Values
In the last decade, I realized the importance of promoting values within and outside the organization. My first integrated approach to promoting core values included incorporating these values into every employee-related process. Under this, I introduced my workforce to Ergode’s core values in every phase of their employment. It is imperative for the employees to familiarize themselves with the core values right from onboarding to every stage of their growth. My team and I also focused on involving these core values in the business processes, such as performance management systems or rewards and recognition programs. We rebuffed our induction program to help our new joiners learn about our core values. This first connection with the company’s values set the stage for them to define their approach toward their work without deviating from the company’s goals.
To promote the values outside the organization, we decided to take the CSR route. Ergode-owned brand Store Indya, deals with local manufacturers and artisan’s work. We help their products reach outside India. Similarly, to advocate our idealogy about the environment, we promote our “Red Cup Living” brand that makes BPA-free plastic glasses and supports the practice of reuse. The promotion of these brands has been helping us in gaining awareness and get established as an organization that is eco-conscious, people-centric, and community-friendly – all three are the fundamental nuggets of our core values.
Tell Me Your Approach!
These are some of the approaches that I profoundly believed in and worked for my firm. While I guide my team to stay aligned with them, I am interested to learn what your approaches are! These shares always help me in staying afresh. Feel free to put in your thoughts, ideologies, and views on the promotion of core values.
Cloverbites By Rupesh Sanghavi 
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