Are Your Company's Values Only Skin Deep?

During a recent holiday, I found myself wandering the aisles of an American retail chain store. On their wall, there was a banner prominently displayed, announcing their business name, paired with the slogan, “we care”.

I wasn’t sure if it was a marketing ploy or a genuine reflection of who they are as a company. But I was interested to know if they truly embody the value of “caring”.

Core values serve as the backbone of any successful business. Be it prioritizing low prices, championing high-quality products, emphasizing customer service, or pledging allegiance to locally sourced goods. These principles guide a company's operations.

And when a company boldly proclaims a value as universal as "caring", Patrick Lencioni suggests they should excel in that domain, outperforming 99% of their industry peers.

Knowing this, I found myself compelled to ask a store employee about the level of care at this business. Their response was refreshingly candid.  

While this employee believed their company intended to uphold the value of care, the reality felt different. Flexible work hours were a rarity, dismissals often felt abrupt and heartless, and the compensation wasn't particularly competitive.

Upon hearing the employee's response, I felt a pang of disappointment. Not just for the individual, but for what this reflection said about the disconnect between a company's publicly declared values and its internal practices.

As I continued my shopping, I observed staff interactions more closely. Some seemed genuinely engaged, offering warm smiles and assistance. But a few appeared disengaged, sticking to routine tasks without any evident enthusiasm.

This contrast got me thinking: How many businesses claim certain core values but don't consistently practice them, especially when it counts the most?

This isn't about casting blame or labeling companies as insincere. It's about emphasizing the weight that should be given to the real-world application of those core values. Businesses, regardless of their size, wield immense power in shaping an individual's work experience, job satisfaction, and overall well-being.

While this company’s mission may have started with genuine intent, the execution seemed to falter. It's one thing to mount a banner with a heartening slogan, but another to ensure that every team member, from the leaders to the shop floor, lives and breathes that sentiment.

For businesses, the lesson here is clear: Don't just state your core values, live them. If "caring" is what you champion, then make every policy, decision, and action reflective of that.

Wondering how to make this happen? Here are a few actionable steps:  

1. Start from the Top: It all begins at the top. Leaders set the tone. If they don't embody the values, how can they expect their teams to? Say "caring" is your mantra? Then, leaders should regularly engage with their teams, show genuine concern for their well-being, and be approachable. If the staff sees their leaders caring, they're more likely to emulate that behavior.

 2. Training and Onboarding: From day one, new employees should understand the importance of core values. Integrate these values into training sessions. If your business values “caring”, teach them effective listening, empathy skills, and proactive problem-solving. Encourage them to always consider the human side of things.

3. Feedback Loops: Open channels for feedback. Encourage employees to voice their opinions during staff meetings, surveys, or informal gatherings on how the company can better live its values. If "caring" is a core tenet, ask for feedback on areas where the company can be more supportive or understanding.

 4. Rewards and Recognition: Recognize and celebrate staff who exemplify core values. Maybe you've got an employee who went above and beyond to assist a coworker or showed exceptional empathy to a client. Shine a spotlight on them. When others see the tangible benefits of living the values, they're more inclined to follow suit.

5. Policy and Decision-Making: Review and revise company policies to align with core values. For instance, if "caring" is central, consider introducing more flexible working hours for employees with caregiving responsibilities at home. When making tough decisions, always weigh them against your core values. Ask, "Is this decision reflective of our commitment to care?"

Embodying company values doesn't require grand or complicated gestures. Often, it's about the simple, consistent actions that remind everyone of the heart and soul of the business.

Whether you're a global enterprise or a local start-up, consider these strategies to keep your values alive, tangible, and at the core of every interaction.

So, as a challenge this week, evaluate how your organization manifests its core values. Are they simply words on paper or genuine guiding principles? Consider how you can bring them to life even more, perhaps by using some of the strategies provided here.

Remember, in the world of business, authenticity isn't just a buzzword. It's the foundation upon which trust is built, relationships are nurtured, and lasting success is achieved.

Best wishes, Lauren

 P.S. Crafting and living by authentic core values can seem daunting. However, our team is here to guide you. We offer complimentary 30-minute consultations to start the journey.