Values, the key to a strong company culture that attracts and retains talent and clients

In an increasingly competitive professional world, company culture and values have become decisive factors in success. Values are not simply words on a wall or set out in a brochure, but driving forces that guide every action, every decision and every interaction within the organisation. Defining these values is a crucial step, but it represents only part of the journey. Their true impact is measured by the way they are lived day to day by employees.

What are the benefits of establishing company values?

Values contribute to creating and strengthening a coherent company culture. They serve as guidelines for everyday behaviours, standards and interactions. Well-embedded values create a positive company culture, fostering collaboration, innovation and problem-solving.

In the context of recruiting and retaining talent, company values play a key role. Candidates now seek employers whose values resonate with their personal convictions. Transparent and well-communicated values enhance the organisation's appeal on the job market. What is more, employees who share common values with their organisation are more likely to commit over the long term.

In addition to a strong employer brand, values can have a positive impact on the organisation's brand image. When an organisation clearly defines and puts its values into practice, it sends a strong message about its identity and its commitment to specific principles. This authenticity can attract clients, partners or investors who share these values.

The impact of values is also felt at the level of team dynamics. Shared values create cohesion, encouraging individuals to collaborate more effectively. Interactions become smoother, communication is made easier, and collective energy is directed towards common goals. This fosters a culture of collaboration and mutual support, raising the level of the team's overall performance.

How can a company's values be defined?

Defining a company's values is a complex and crucial process that often requires support from business management experts. ​

At Valeur Plus, we firmly believe in the importance of involving all employees in this process.

Too often, values are defined by management and imposed on the teams (a top-down system). We have observed that, in the majority of cases, employees find it difficult to identify with the values and to live by them day to day. This is why we encourage our clients to adopt a collaborative approach. A more bottom-up system guarantees genuine buy-in and a natural integration of the values into the daily life of the organisation.

We are pleased to share our virtuous 4-step process that our specialists use when supporting organisations in defining their values:

1. Our support begins with a workshop with the organisation's extended leadership team in order to determine the current culture and to consider how it needs to evolve in line with the organisation's mission and vision. This exercise sometimes requires the mission and vision themselves to be reconsidered.

2. Once the culture, vision and mission have been established, the second step consists of pre-selecting, together with members of the leadership team and managers, 15 to 20 keywords that are closely aligned with the organisation's culture.

3. Then it is time to gather the opinions and perspectives of employees. An anonymous survey allows each employee to choose the 5 keywords they consider most relevant and meaningful for the organisation. The purpose of this step is to involve employees in the process, to give them the opportunity to express themselves and, above all, to allow the values to emerge from the source.

4. The fourth step consists of a collaborative workshop, bringing together both managers and employees. The aim is to define the final 4 to 5 values more precisely, but also to reflect on how to embody and carry them concretely on a daily basis. This step involves open discussions, concrete examples and the formulation of specific commitments for each chosen value.

By involving all employees, aligning the values with the vision and mission, and actively integrating them into daily practices, the organisation creates a solid foundation for an authentic and resilient culture.

How can values be brought to life within an organisation?

Bringing values to life within an organisation goes beyond defining them; it is an ongoing commitment that requires concrete actions, transparent communication and deep integration into the organisational culture. At Valeur Plus, we recommend a proactive approach to anchoring values in the day-to-day life of the organisation.

Values must not remain abstract concepts. They must be actively integrated into the organisation's daily practices. This can take the form of incorporating values into meetings, feedback, the working environment, one-to-one discussions, performance reviews, training programmes or recruitment processes. When values become tangible criteria in decision-making, they come to life within the organisation.

Values are not fixed; they evolve with the organisation. When significant changes occur, whether in leadership, strategy or structure, it is essential to reassess how these changes affect the organisation's values. This requires constant adaptation to ensure that the values remain relevant and aligned with the organisation's aspirations.

How can you tell whether employees are truly living these values in their work?

Measuring how employees embody the values is an essential aspect. At Valeur Plus, we recommend several approaches and tools for assessing the real impact of values in the daily life of the organisation.

For example, employee satisfaction surveys can include specific questions on the perception of the values and on how employees feel these values are lived day to day. This feedback provides valuable insights into buy-in and the real impact of the values.

Annual reviews are also highly suitable moments for finding out whether employees are aligned with the organisation's values. This involves setting objectives and performance criteria that reflect the organisation's fundamental principles. In this way, employees are assessed not only on their results, but also on how they embody the values.

Feedback is, in our view, the essential tool of any manager. Encouraging open communication and ongoing feedback creates a dialogue in which employees can express their views on how alive the values are. Mechanisms such as team meetings, feedback sessions and open communication channels are essential tools for maintaining a constant flow of information about the impact of the values.

Finally, simply observing daily interactions and behaviours directly within the organisation provides invaluable information. Managers can be attentive observers, assessing whether the values are reflected in the concrete actions of their teams.

In conclusion, well-anchored values strengthen the employer brand, boost employee engagement, create a sense of belonging and encourage innovation. By involving all employees, aligning the values with the vision and mission, and actively integrating them into daily practices, the organisation creates a solid foundation for an authentic and resilient culture. Defining a company's values is a dynamic process that calls for ongoing support and commitment. Benefit from the experience and expertise of Valeur Plus to strengthen your foundations and propel your organisation to new heights!

Written by Cassandra Kunkel, Marketing and Training Projects Manager