Why Company Core Values Are Important & How to Write Them

Job seekers are more selective these days, so it’s not just prospective employees who need to stand out — companies do, too, if they want to attract and retain top talent. Offering a paycheck simply isn’t enough. Embracing a set of meaningful, values-driven principles is key to setting your organization apart. 

Many companies, unfortunately, treat their core values as mere placeholders on their website, crafted by executives who are far removed from the everyday hustle and the personal interactions of their team members. These values, often focused on broad concepts, are seldom revisited or evolved, even as the company itself changes. However, core values should be anything but static. 

Current and well-embedded core values do more than just foster a positive work environment; they distinguish your company from the competition and guide smart, strategic decisions. When employees fully grasp and embody these values, all projects and decisions reflect them. What’s more, core values play a crucial role in branding. They might not always be used as a marketing tool, but clients will perceive your company’s values through your employees’ actions. Clear, lived values communicate to clients what your company stands for and allude to the types of interactions they can expect to have with your team members. 

After a reflective process involving the entire Intero Digital team, we landed on three core values: 

1. Know your impact.
2. Deliver the extraordinary.
3. Lead with integrity.

These core values encompass our organization’s focus on delivering extraordinary results for clients and being a great place to work for employees. And we are committed to keeping a pulse on how our core values reflect our changing organization so we can make sure our values continually align with our team. 

All our actions as a company are rooted in our core values, driving ongoing conversations around recruitment and program development aimed at inching us closer to our vision of becoming indispensable to our clients. 

The journey to define our core values was inclusive and employee-driven. Collaborative brainstorming sessions and employee feedback ensured our new values would genuinely reflect what makes our company unique and what behaviors we collectively value. 

As you’re creating your own core values, find ways to involve your team members — whether that involves sending out a survey, brainstorming with a focus group, or another format that works for your unique team. Also, make sure your core values are written simply, concisely, and clearly so there’s no room for misinterpretation. 

Once your core values have been selected, announce them to your team in prominent communications channels. At our company, introducing our core values through a video and all-hands meeting not only underscored their importance, but also celebrated our collective commitment to these principles. This process engaged our team and anchored our company culture around principles that are meaningful and motivating. 

And remember: Your leadership team should revisit your core values regularly to make sure they still ring true for your organization and your team. By treating core values as a living, breathing part of your organization rather than a checkbox, you can create a vibrant work environment and a company that’s positioned for long-term success.