12 Effective Ways To Authentically Communicate Corporate Values

Studies have shown that consumers prefer to buy from businesses that share their values. Additionally, professionals prefer to work for companies that have core values that they can feel proud of. But how can a corporation effectively communicate its values to consumers and potential hires? 

Here, 12 experts from Forbes Communications Council delve into the most effective communication techniques a corporate enterprise can use to share its core values in an authentic and believable way and make what the brand stands for clear to both consumers and potential employees. This is a tough one. I honestly believe that values need to be experienced to be believed. When recruiting someone new to the organization, the organization should check for a match between the corporate and the individual’s values. Then, everyone is on the same page, talking the same talk, and your consumers feel connected by the shared values. - Muthamma Acharya, Robert Bosch Engineering and Business Solutions

2. Get Leadership On Board

Core values are just words unless they are supported by leadership. If the leadership of an organization completely embraces them and makes a ritual of living them, then they stand a chance of being felt, believed and demonstrated throughout the rest of the organization and even the customer base. Understanding that core values are almost more important than sales will help drive overall success. - Jill McGonigle, Crown Laboratories, Inc.

3. Define Your Organization’s Purpose

Define your organization’s purpose—its reason to exist. People are attracted to organizations that are a positive force for change and have the courage and conviction to stand up for issues of importance to their communities. When you can see your values reflected back in an organization’s purpose, you are drawn to it. You are inspired and grateful to belong to something bigger than yourself. - Camille Weleschuk, ATB Financial

4. Be Consistent In Behavior

Consistency is key. Regardless of the situation or opportunity, consistency in behavior based on core values and principles creates predictability, trust, reliability and preference. Values cannot waver, and they cannot be situational. Once people see a pattern of continuity, they will believe that the corporate values are, in fact, valued. - Duane Sprague, Trust Brands

5. Test And Adjust Your Story

Test and pay attention to how people respond to your story, then adjust accordingly. Which details do they like and relate to? After all, it’s not so much about what you have to say; it’s about the information people naturally pick up, remember and use to shape their image of your brand. Focus on those facts and emotions that you want your audience to take away from your story. - Astrid Pocklington, Enghouse Interactive

6. Walk The Talk

There is really only one answer: Walk the talk! Corporate values should not be communicated or printed on office walls or used on employees laptops as screen savers. Values have to be reflected in the actions we take every day, the priorities we focus on and the decisions we make, especially at the company leadership level. Only then will consumers and other stakeholders really trust our brand. - Rafael Schwarz, TERRITORY Influence (a Bertelsmann group company)

7. Highlight Those Who Embody Your Values

Tell stories publicly about employees or external stakeholders who embody your corporate values. Capturing the impact of your values by showcasing why or how someone works for your company or donates to your mission brings your values to life. If you can get people to see themselves (or their potential) in someone who embodies your values, then you will be successful in communicating them. - Brittney Manchester, Catholic Charities of Oregon

8. Harness The Human Element

Harness the human element of brand storytelling. Your brand story is the collective narrative, weaving together the facts and emotions that your brand evokes to drive client impact and connection. A corporation that shares the history behind its brand, why it exists, who it exists for and why this matters will have the ability to boost client pride and loyalty outside of their own success stories. - Stephanie Lewis, Munck Wilson Mandala LLP

9. Draft A Mission Statement And Live By It

Draft a mission statement, broadcast it to the world and live by it. A strong mission statement should succinctly describe what your company stands for and explain why these values are central to your idea of success. Write it on the walls of your office, post it on your social media and include in your email signatures. Let it be known. Then, walk the walk. - Amine Rahal, Regal Assets

Read more