Define Your Values, Build Your Culture
- Nwamaka Okoye
- Aug 26, 2024
- 4 min read
The core values of your organisation encode how your organisation behaves. In Nigerian culture, when a young man or woman comes to their family to say that they have found a bride or a groom, that family embarks on a fact-finding mission. They ask around the neighbourhood to find out the reputation of the family their son or daughter is proposing to marry from or into. Is the family known for kindness? Are they honest? Are they peaceful? Do they have a history of mental illness? This is because the trail left behind by members of that family is oftentimes indicative of the character and worldview of the future spouse. The collective behaviour of the family in question gives a foretaste of future transactions with members of that family. So it is in business. An organisation’s core values are evidenced by the collective behaviour of members of that organisation.
Most businesses have their values clearly defined in their corporate documents. Sometimes these values are emblazoned on the walls for all to see. Defining corporate values is just another checkbox that must be ticked while creating a business, or is it not? What role do values play in a successful organisation? Why do you need them and how do they apply to the success of your organisation?
According to Tony Hsieh, "The collective values of an organisation determine its culture, and its culture determines its success." Check the core values displayed on the walls of your business or in your employee manual, and then run a check on the perception of your team members of how people in the organisation behave. You can also send out a questionnaire to your regular customers to check their perception of your organisation’s behaviour as a whole. Which 3-5 behaviours occur most frequently? Those are your organisation’s core values. The results may surprise you. You may find some of the values described to be negative and undesirable. For example, you may find that your organisation is slow to respond, or uninterested in resolving customer complaints. You may also find a discrepancy between the team's perception of themselves and the customer's perception of the organisation. Regardless of the surprises, the prevalent behaviours uncovered are your company’s core values.
Your core values already exist, whether you define them or not. Defining your core values from the start allows you to intentionally guide the values of the organization. “An organization’s values can be described as behavioral guidance. A core value is more than just words; it is part of the principles and beliefs that provide a cohesive vision and define who you are as a business.” (Hays Plc).
After defining your core values, set up a system that reinforces those values. Reward people for behavior that reflects the core values of the company. Hire people based on their fit with the organization’s values. Similarly, consider off-boarding people who consistently behave contrary to organizational values. Consistently and constantly communicate those values to your employees. Ensure that the values are encoded in their consciousness through repeated communication at every given opportunity. Over-communicate it if possible.
Creating a Value-Centric Culture
To embed your values deeply within the organizational culture, consider the following steps:
Lead by Example: Leadership must exemplify the core values in their daily actions. Employees look up to leaders as role models, so leaders must walk the talk.
Training and Development: Regular training sessions can help employees understand and internalize the core values. Use workshops, seminars, and e-learning modules to reinforce these principles.
Storytelling: Share stories that highlight how the core values have positively impacted the organization. Real-life examples make abstract values tangible and relatable.
Recognition Programs: Establish recognition programs that reward employees for displaying behaviors aligned with the core values. This not only motivates individuals but also sets a standard for others to follow.
Evaluating and Evolving Core Values
Values should not be static. As your organization grows and the external environment changes, it’s important to reassess and possibly redefine your core values to stay relevant.
Regular Review: Conduct annual or bi-annual reviews of your core values to ensure they still align with the company's vision and mission. Engage with employees at all levels to gather feedback.
Adaptation: Be open to evolving your values. If certain values no longer serve the organization or if new priorities emerge, update your core values accordingly.
Feedback Loop: Create channels for continuous feedback on how well the values are being lived. Use surveys, suggestion boxes, and open forums to gather insights from employees and customers.
The Impact of Core Values
Well-defined and deeply ingrained core values can lead to numerous benefits:
Enhanced Employee Engagement: When employees resonate with the core values, they feel a stronger connection to the organization, leading to higher engagement and productivity.
Improved Decision-Making: Core values act as a compass for decision-making, ensuring that choices align with the company’s principles and long-term goals.
Stronger Brand Identity: Consistently living the core values strengthens the company’s brand identity, making it more recognizable and trusted by customers and partners.
Attraction and Retention of Talent: A strong value-driven culture attracts like-minded individuals who are more likely to stay and contribute positively to the organization.
Defining and building a culture around core values is not just a formality; it's a strategic imperative. The core values of your organization are the DNA that shapes its behavior, culture, and ultimately, its success. By actively defining, communicating, and reinforcing these values, you set the foundation for a resilient and thriving organization.
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Nwamaka Nwobi Okoye is a thought leader on Ethical Leadership and Sustainability
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