How To Create Your Company’s Core Values

Creating your company’s core values is not just a box-ticking exercise; it’s foundational to building a strong, cohesive culture that can steer your organisation towards long-term success. At the heart of every high-performing company lies a set of core values that act as the compass guiding its decisions, strategies, and relationships. These principles are the bedrock upon which the company’s culture is built, influencing every aspect of operations, from how team members interact with each other to how products are developed and marketed.

Understanding the importance of core values extends beyond the realms of productivity and creativity. It’s about fostering an environment where every employee feels aligned with the company’s mission and empowered to contribute to its growth. These values serve as a constant reminder of what the company stands for, especially in times of change or challenge. They ensure that every decision made and every strategy implemented is in sync with the company’s ethos, thereby driving growth in a direction that’s not only profitable but also sustainable and ethical.

Moreover, core values play a critical role in attracting and retaining talent. In today’s job market, where candidates often prioritise company culture and values over salary, having a clear set of core principles can be a significant competitive advantage. It attracts individuals who share the same beliefs and are passionate about contributing to the company’s vision, which in turn enhances teamwork, innovation, and job satisfaction.

In essence, core values are the guiding stars that illuminate the path forward, ensuring that the company remains true to its vision and purpose. They are not static; they evolve as the company grows, but their essence remains the same: to provide a framework that nurtures an engaging, innovative, and productive work environment. As we delve deeper into how to create your company’s core values, remember that this process is as much about discovering what your company genuinely stands for as it is about deciding who you want to be in the marketplace.

Understanding the Essence of Core Values

Core values are the fundamental beliefs and principles that serve as the foundation for a company’s culture and business philosophy. They act as a unifying force within the company, bringing together diverse individuals under a shared mission and set of standards. These values guide every aspect of a company’s operations, from decision-making processes to daily interactions, and play a pivotal role in shaping the company’s identity in the market and the workplace.

The Impact of Core Values on Company Culture

Core values are the threads that weave together the fabric of a company’s culture, creating a collective identity that transcends individual backgrounds. They foster a sense of belonging and purpose among employees, ensuring that everyone is moving in the same direction towards common goals. By establishing a strong set of core values, companies can cultivate an environment where collaboration, respect, and innovation flourish, thereby enhancing productivity and job satisfaction.

Core Values as a Decision-Making Tool

In the face of tough decisions and disagreements, core values serve as a company’s “true north,” offering a clear, objective reference point. Whether it’s resolving internal conflicts or choosing between strategic options, referencing these foundational principles can simplify complex situations. This alignment ensures that decisions are not just beneficial in the short term but are also in harmony with the company’s long-term vision and ethical standards.

Enhancing Your Competitive Edge

A strong, value-driven company identity not only strengthens branding but also significantly enhances a company’s appeal to potential hires and customers. In a marketplace where authenticity and integrity are increasingly valued, core values can differentiate a company, attracting talent and clientele who share similar values. This alignment between what a company stands for and what its stakeholders value can lead to deeper loyalty and engagement.

Motivating Employees and Improving Service

Core values inspire employees to go above and beyond their KPIs, driving them to take meaningful action that contributes to the company’s success and customer satisfaction. When employees internalise these values, they are more likely to take initiative, deliver superior service, and find innovative solutions to challenges. This intrinsic motivation leads to a more fulfilling work environment and, ultimately, a higher quality of service to customers.

Building and Sustaining Reputation

Consistency in behaviour, guided by a set of well-defined core values, enhances a company’s reputation and integrity. When a company consistently demonstrates its commitment to its values through actions, it builds trust with its customers, partners, and the broader community. This trust is invaluable, as it underpins the company’s credibility and reputation in the long term.

Fostering Resilience

Core values provide stability and direction, enabling a company to remain steadfast through changes in staff, leadership, or organisational structure. They act as a constant in times of transition, ensuring that the essence of the company remains unchanged even as it evolves. This resilience is crucial for maintaining morale and continuing to deliver value to customers, regardless of the circumstances.

In conclusion, core values are not just abstract concepts but practical tools that shape every facet of a company’s operations. They unify the workforce, guide decision-making, enhance competitiveness, motivate employees, build reputation, and foster resilience. By understanding and effectively articulating these values, companies can create a strong, cohesive culture that drives success and sustainability.

Crafting Your Company’s Core Values

Creating meaningful core values is a reflective and inclusive process that not only considers the aspirations of leadership but also the insights of employees and customers. This journey from evaluation to implementation ensures that the core values resonate with everyone involved with your company and reflect its true essence and ambitions. Follow this step-by-step guide to establish core values that are both aspirational and authentic.

Step 1: Evaluate and Reflect

The first step in crafting your company’s core values is to take a comprehensive look at your current company culture. This involves assessing the aspects that you value most and identifying areas for improvement or change. Consider conducting surveys, interviews, or workshops with employees across different levels and departments to gain a diverse perspective on the existing culture. Reflect on questions like:

  • What behaviours and attitudes are prevalent in our current culture?
  • Which aspects of our culture do we take pride in?
  • Where do we see room for improvement or change?

This evaluation will provide a solid foundation for developing core values that reinforce your company’s strengths and address areas needing growth.

Step 2: Define and Articulate

With a clear understanding of your current culture and desired direction, the next step is to define your core values. This process involves translating the insights gathered into specific, actionable principles that are easy to understand and embody. Follow these guidelines:

  • Simplicity is Key: Articulate each value in straightforward language, avoiding industry jargon or overly complex phrases. Each core value should be immediately understandable to all members of your organisation.
  • Provide Context: For each value, offer a brief explanation that clarifies its meaning and relevance. This helps ensure that everyone has the same understanding and can see how it applies to their work and behaviour.
  • Be Authentic: Ensure your core values genuinely reflect your company’s spirit and goals. They should resonate with everyone in the organisation and inspire a sense of pride and commitment.

Step 3: Communicate and Embed

Merely defining your core values isn’t enough; they need to be deeply embedded into the fabric of your organisation. This requires effective communication and integration into every aspect of your business operations and practices:

  • Comprehensive Communication: Use various channels to communicate the new core values to ensure that they reach every part of the organisation. This could include company-wide meetings, newsletters, and posters around the workplace.
  • Lead by Example: Leadership should embody the core values in every action and decision. This sets a powerful example for the rest of the organisation and reinforces the importance of these values.
  • Incorporate into Daily Operations: Align policies, procedures, and recognition programs with your core values. Whether it’s through performance reviews, hiring practices, or employee recognition, make sure your core values are reflected in the way you do business.
  • Continuous Engagement: Keep the conversation about core values ongoing. Encourage feedback and discussions about how these values are being implemented and lived within the company. This fosters a culture of continuous improvement and alignment with the core values.

Crafting and implementing meaningful core values is a dynamic and ongoing process. It requires thoughtful reflection, clear articulation, and dedicated effort to integrate these values into the heart of your company’s culture. By following these steps, you create a strong foundation that guides your company’s actions, decisions, and growth, ensuring a cohesive and positive workplace for everyone involved.

Real-Life Examples of Effective Core Values

Across the business landscape, several companies stand out for their inspiring and well-defined core values. These organisations demonstrate that core values can be as unique as the companies themselves, tailored to their missions, cultures, and the markets they serve. Here are a few examples that showcase the variety of approaches businesses can take in defining their own values, illustrating the profound impact these principles can have on their operations, cultures, and successes.

Google: “Do the Right Thing”

Google’s core values are encapsulated in its simple yet powerful motto, “Do the right thing.” This principle guides the tech giant in all its endeavours, from its approach to innovation and technology development to its corporate governance and community relations. It underscores a commitment to ethical business practices, respect for users’ privacy, and the pursuit of initiatives that have a positive impact on society.

Airbnb: “Belong Anywhere”

Airbnb’s mission to “Belong Anywhere” goes beyond its business model of home-sharing; it reflects a deeper commitment to creating a world where everyone can feel part of a community, regardless of where they are. This value drives the company’s efforts to ensure inclusivity, diversity, and a sense of belonging both internally among employees and externally among its global community of hosts and travelers.

Patagonia: “Build the Best Product, Cause No Unnecessary Harm”

Patagonia’s core values reflect its dedication to environmental sustainability and ethical manufacturing. The company’s commitment to “Build the best product, cause no unnecessary harm” emphasises the importance of quality and durability while minimising environmental impact. This value is evident in Patagonia’s use of recycled materials, its transparent supply chain, and initiatives that encourage customers to repair rather than replace products.

Zappos: “Deliver WOW Through Service”

Zappos has built its brand around exceptional customer service, encapsulated in its core value to “Deliver WOW Through Service.” This principle is at the heart of every customer interaction, inspiring employees to go above and beyond to ensure customer satisfaction. It’s a testament to how a company can differentiate itself in a competitive market through a relentless focus on customer experience.

Netflix: “Freedom and Responsibility”

Netflix’s culture of “Freedom and Responsibility” empowers employees to make decisions and take action that they believe are in the best interest of the company. This value fosters a high-trust environment where innovation and creativity are encouraged, and employees are held accountable for their outcomes. It’s a unique approach that supports agility and responsiveness in a fast-paced industry.

These examples illustrate that core values are much more than words on a page; they are living principles that shape every aspect of a company’s operations, culture, and identity. Whether it’s Google’s ethical compass, Airbnb’s vision of a world where everyone belongs, Patagonia’s commitment to sustainability, Zappos’s exceptional customer service, or Netflix’s culture of freedom and responsibility, these values serve as a north star, guiding companies toward their missions and visions. They demonstrate the transformative power of core values when they are genuinely embraced and integrated into the fabric of a company.

Do’s and Don’ts When Establishing Core Values

Crafting core values that resonate with your company’s ethos and inspire your team requires a thoughtful approach. Here are practical tips on what to do and what to avoid during this process, ensuring that your core values are not only meaningful but also actionable and memorable.


  • Make Them Actionable: Your core values should inspire action and guide behaviour within your organisation. Instead of abstract concepts, frame them as principles that can be acted upon in daily work life. For example, instead of “innovation,” consider “Pursue innovation in every solution.”
  • Involve Your Team: Engage employees at all levels in the process of defining core values. This inclusive approach ensures buy-in and reflects a diverse range of perspectives, making your core values more comprehensive and aligned with your team’s beliefs.
  • Reflect Your Unique Culture: Ensure your core values genuinely represent your company’s culture and aspirations. They should differentiate your business and highlight what makes it special, not just echo industry clichés.
  • Keep Them Memorable: Craft your core values so they are easy to remember. This might mean limiting the number of values to a manageable number, usually between three and seven, and wording them in a clear, succinct manner.
  • Embed Them in Your Operations: Core values should be integrated into every aspect of your business operations, from hiring and onboarding to performance evaluations and recognition programs. This reinforces their importance and ensures they are lived by everyone in the organisation.


  • Avoid Generic Moral Principles: While integrity and honesty are important, they are expected basics in any business. Your core values should go beyond generic moral principles to reflect the unique ethos and mission of your company.
  • Don’t Make Them Too Complex: If your core values require extensive explanation to be understood, they’re too complex. Simplify them to ensure they are accessible and relatable to everyone in your organisation.
  • Avoid Jargon and Buzzwords: Jargon and buzzwords can make your core values feel insincere or vague. Use clear, straightforward language that everyone can connect with and understand.
  • Don’t Set and Forget: Core values should evolve with your company. Don’t treat them as a one-time exercise. Revisit and reassess them regularly to ensure they remain relevant and reflective of your company’s growth and changes.
  • Don’t Ignore Feedback: After introducing your core values, listen to feedback from your team. If certain values don’t resonate or are challenging to implement, consider why and be open to making adjustments.

By following these do’s and don’ts, you can establish core values that not only define your company’s identity but also foster a culture of engagement, purpose, and alignment. These values become the guiding principles that empower your team, inform your strategies, and ultimately drive your company’s success.

Leveraging Core Values for Talent Acquisition and Retention

In today’s competitive job market, clearly defined core values are more than just moral compasses for your company; they are strategic assets in attracting and retaining top talent. These values resonate deeply with prospective employees looking for workplaces that align with their personal beliefs and aspirations, significantly influencing their decision to join or stay with a company. Here’s how core values play a pivotal role in talent acquisition and retention, supported by statistics that underscore their importance.

Attracting Top Talent

  • Alignment with Personal Values: A study by Glassdoor found that over 77% of candidates consider a company’s culture before applying, and 56% prioritise company culture over salary. Core values are the essence of a company’s culture, indicating that candidates are actively seeking workplaces where they can align their personal values with those of the company.
  • Employer Branding: Companies that effectively communicate their core values are seen as more attractive employers. According to LinkedIn, 75% of job seekers consider an employer’s brand before even applying for a job. Core values are a critical component of your employer brand, helping to differentiate your company in a crowded market.
  • Transparency and Trust: Clearly articulated core values demonstrate transparency and build trust with potential employees. A survey by PwC found that 88% of Millennials and 74% of non-Millennials believe that businesses should stand for something beyond profit, highlighting the importance of values-driven work environments.

Retaining Talent

  • Employee Engagement: Employees who feel a strong alignment with their company’s core values are more likely to be engaged in their work. Gallup research shows that highly engaged teams show 21% greater profitability, with engaged employees being more likely to stay with their employer.
  • Reduced Turnover: A study by Deloitte revealed that organisations with strong cultures (rooted in clear core values) experienced a significant reduction in turnover rates. Employees are more likely to remain loyal to companies where they feel their values are shared and respected.
  • Career Satisfaction: Employees who understand and connect with their company’s core values often report higher job satisfaction. This, in turn, influences their decision to stay with the company long-term, contributing to a stable and motivated workforce.

Implementing Core Values in Talent Strategies

To leverage core values in talent acquisition and retention, companies should:

  • Incorporate Values into Job Descriptions and Interviews: Highlight your core values in job postings and discuss them during interviews. This helps assess cultural fit and ensures candidates align with your company’s principles.
  • Showcase Values on Social Media and Websites: Use these platforms to communicate your core values and culture. Share stories and examples of how these values are lived within the organisation to attract like-minded candidates.
  • Integrate Values into Onboarding and Training: Ensure new hires understand your core values from the start, embedding them into onboarding and ongoing training programs.
  • Recognise and Reward Alignment with Core Values: Establish recognition and reward systems that celebrate employees who exemplify your core values. This reinforces their importance and encourages others to embody these principles.

Core values are indispensable in attracting and retaining the talent necessary for your company’s success. By clearly defining, communicating, and living these values, you create an environment where employees feel connected, valued, and motivated to contribute their best, driving both individual and organisational growth.

The Role of Leadership in Living Core Values

Leadership plays a crucial role in the effective embodiment and propagation of a company’s core values. As the most visible proponents of a company’s culture, leaders are uniquely positioned to set the tone for how core values are integrated into daily operations and decision-making processes. Their actions, decisions, and communication significantly influence how employees perceive and live these values. Here’s how leadership can effectively embody and champion core values within an organisation.

Setting the Example

Leaders must not only talk the talk but also walk the walk. When leaders consistently demonstrate a company’s core values through their actions, they set a powerful example for the rest of the organisation to follow. This might involve making tough decisions that align with core values, even when it’s not the easiest or most profitable path. By doing so, leaders reinforce the importance of values over convenience or short-term gains.

Open and Consistent Communication

Effective leaders communicate core values regularly and embed them into the narrative of the company. This communication goes beyond mere mentions in speeches or company materials; it involves sharing stories and examples that illustrate these values in action. By openly discussing how core values guide their decisions and strategies, leaders help to deepen employees’ understanding and appreciation of these principles.

Embedding Values in Processes

Leaders are responsible for ensuring that core values are reflected in every aspect of the company’s operations, from hiring and onboarding to performance reviews and recognition programs. This involves creating systems and policies that align with these values, thereby institutionalising them within the company’s culture. For instance, incorporating core values into the criteria for employee recognition programs sends a clear message that living these values is both celebrated and rewarded.

Providing Support and Resources

Leaders should empower employees to embody core values by providing the necessary support and resources. This could include training programs that help employees understand and apply core values in their work, or creating forums for employees to share how they’ve integrated these values into their projects and interactions. By investing in such initiatives, leaders demonstrate their commitment to embedding core values deeply within the organisation.

Leading by Vulnerability

Leadership also involves showing vulnerability and admitting when decisions or actions have strayed from core values. This transparency builds trust and shows that the commitment to core values is genuine and extends to all levels of the organisation. It also encourages a culture of accountability, where deviations from core values are openly addressed and corrected.

Cultivating a Values-driven Leadership Team

Finally, leaders must cultivate a leadership team that shares a commitment to the company’s core values. This ensures a unified approach to leading by example and fosters a cohesive culture where core values are consistently upheld across all departments and teams.

In essence, the role of leadership in living core values is pivotal. By embodying these values, communicating them effectively, embedding them into organisational processes, and fostering a culture of accountability and support, leaders can ensure that core values are not just words on a page but are lived experiences that shape the company’s identity and guide its path forward.

Key Takeaways

The process of defining, implementing, and living by core values is crucial to a company’s culture and overall success. Here’s a summary of the most important points covered:

  1. Significance of Core Values: Core values are the foundation of a company’s culture and identity. They guide decision-making, influence behaviour, and shape the way a company interacts with its customers, employees, and the wider community. They are essential for fostering an environment of trust, collaboration, and alignment towards common goals.
  2. Creating Core Values: Crafting meaningful core values involves a reflective process that assesses the current culture, involves stakeholders, and defines values that are both aspirational and authentic. Values should be actionable, clearly articulated, and integrated into every aspect of the organisation, from daily operations to strategic decision-making.
  3. Leadership’s Role: The embodiment of core values by leadership is critical to their adoption and practice within the company. Leaders must set the example by living these values, embedding them into organisational processes, and fostering a culture where values are celebrated, discussed, and upheld.
  4. Impact on Talent Acquisition and Retention: Clearly defined and communicated core values play a vital role in attracting and retaining top talent. They help create a workplace where employees feel engaged, valued, and aligned with the company’s mission, leading to higher job satisfaction, loyalty, and performance.
  5. Enhancing Competitive Edge: Core values differentiate a company in the marketplace, improving branding and making the business more attractive to potential hires and customers. They contribute to a company’s reputation for integrity and authenticity, which are increasingly important in today’s economy.
  6. Fostering Resilience and Adaptability: Core values provide stability and direction, enabling a company to navigate changes and challenges with integrity. They ensure that, despite shifts in the market or internal changes, the company remains true to its mission and vision.
  7. Continuous Engagement and Evolution: Core values should evolve with the company, reflecting its growth and changes. Regularly revisiting and reassessing these values ensures they remain relevant and meaningful to all members of the organisation.


The journey of defining and living by core values is more than a strategic exercise; it’s a commitment to cultivating a culture that embodies the essence of your company. Core values are the heartbeat of an organisation, pumping life and purpose into its operations, guiding decision-making, and knitting together a diverse workforce into a cohesive, motivated team. They are the invisible hand that shapes every interaction, propels innovation, and sustains growth.

As we’ve explored, the significance of core values cannot be overstated. They are not just words on a wall but the foundation upon which successful companies build their future. They attract and retain top talent, foster resilience, and set you apart in a competitive landscape. Leadership’s role in modelling these values ensures they permeate every aspect of the company, from the boardroom to the front lines, creating a culture that is not only productive but also meaningful and fulfilling.

In light of this, the call to action for companies is clear: Dedicate time and resources to introspect and develop core values that truly resonate with your mission and vision. Engage your team in this process, ensuring these values reflect the collective spirit and aspirations of your organisation. Remember, core values are a living, breathing aspect of your company, requiring continuous reflection, communication, and adaptation as your company evolves.

Investing in core values is investing in the soul of your company. It’s a commitment to building an enduring legacy that transcends products, services, and market trends. Let your core values be the guiding stars that light the way forward, inspiring your team, delighting your customers, and making a lasting impact on the world. The time to act is now—forge your core values and let them propel your company towards its fullest potential.

In conclusion, core values are not just theoretical ideals but practical principles that influence every aspect of a company’s operations and culture. When effectively defined, communicated, and lived, they can drive a company towards greater cohesion, performance, and success.


About The Author

Meet Steve Jaenke, the digital mastermind who’s been ahead of the game for over two decades! As an early adopter of SEO, Steve saw the power of Google and made it his mission to help SMEs unlock its full potential. As a result, he’s become a leading expert in the field, and it’s no surprise that he’s been a finalist in the Global Search Awards in 2021 and 2022.

But Steve’s influence doesn’t stop there – he’s also a recurrent judge for the Australian Web Awards, sharing his expertise and experience to help others succeed. With his deep understanding of the digital world and his passion for helping others, Steve is the go-to guy for anyone looking to level up their online presence.

So, whether you’re a small business owner looking to increase visibility online or a digital marketer looking to stay ahead of the curve, Steve Jaenke is the expert you need to know!

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