Values That Matter: Building Authentic Company Culture from the Ground Up

Have you ever wondered why some companies inspire incredible loyalty while others struggle with constant turnover? The secret often lies not in salaries or perks, but in something more fundamental: authentic company values. When organizations develop and live by meaningful values, they create magnetic cultures that attract talent, guide decisions, and drive sustainable success.

For small and medium-sized businesses, establishing clear company values isn’t just a corporate exercise—it’s a strategic advantage. Strong values provide a framework for everything from hiring decisions to customer interactions, helping your business maintain consistency even as you grow.

This guide explores how to develop, implement, and measure the impact of authentic company values that resonate with your team and strengthen your organization from the inside out.

Understanding the Types of Company Values

Before crafting your company’s values, it’s helpful to understand the different types that might exist within your organization. Each type serves a different purpose and contributes uniquely to your company culture.

Core Values

Core values form the foundation of your company’s identity. These are the fundamental beliefs that guide decision-making at every level of the organization. They represent what your company stands for and won’t compromise on, regardless of external pressures or changing market conditions.

For example, a core value might be “integrity in all interactions” or “putting customers first.” These principles should be timeless and remain relevant regardless of how your business evolves.

Core values are particularly important during challenging times. When faced with difficult decisions, leaders and employees can refer to these values for guidance. They provide clarity and consistency, helping everyone align their actions with the company’s fundamental principles.

Aspirational Values

While core values represent what you currently stand for, aspirational values embody what you want to become. These are qualities or principles that your organization recognizes as important but hasn’t yet fully integrated into its culture.

For instance, a company might aspire to be more innovative or collaborative. By identifying these aspirational values, you create targets for growth and development within your organization.

It’s important to be transparent about which values are aspirational. Claiming to embody values that aren’t yet realized can create cynicism among employees who recognize the disconnect between stated values and actual practices.

Permission-to-Play Values

Permission-to-play values establish the minimum behavioral and social standards required of anyone in your organization. These are the baseline expectations that aren’t unique to your company but are necessary for functioning in your industry or business environment.

Examples might include professionalism, respect, or compliance with industry regulations. While these values may not differentiate your company from competitors, they’re essential for creating a functional workplace.

These values often go unstated because they’re considered obvious, but explicitly acknowledging them can help set clear expectations for new employees and reinforce standards across the organization.

Accidental Values

Unlike the previous types, accidental values aren’t deliberately chosen but emerge organically over time. They reflect the collective traits, backgrounds, and behaviors of your team members.

For example, if your company has many former athletes, you might notice an accidental value of competitiveness. If most of your early hires came from the same previous employer, certain work habits from that organization might have carried over.

Accidental values can be positive or negative. The key is recognizing which ones exist in your organization and determining whether they align with your intended culture. Those that don’t may need to be addressed through deliberate culture-shaping efforts.

Developing Meaningful Company Values

Creating authentic company values requires more than a brainstorming session in the conference room. It demands thoughtful reflection, honest assessment, and broad input from across your organization.

Conducting a Discovery Process

The journey to meaningful values begins with discovery. This phase involves exploring what truly matters to your organization and the principles that have guided your success so far.

Start by examining your company’s history and the decisions that shaped its trajectory. What principles guided those choices? Which approaches have consistently led to positive outcomes? Look for patterns in how problems are solved and opportunities are pursued.

Consider conducting interviews with long-tenured employees, founders, and key stakeholders. Ask questions like:

What makes you proud to work here?
What behaviors do we reward and recognize?
When have we been at our best as an organization?
What principles would you never want us to compromise on?

This discovery process helps uncover the authentic values that already exist within your organization, even if they haven’t been formally articulated.

Crafting Clear and Memorable Value Statements

Once you’ve identified your core principles, the next challenge is expressing them in a way that resonates with your team. Effective value statements are:

Clear and specific: Avoid generic terms like “excellence” or “innovation” without clarifying what they mean in your context.
Memorable: Employees should be able to recall and apply your values without referring to a handbook.
Distinctive: Your values should reflect what makes your company unique, not generic platitudes.
Actionable: People should understand how to apply these values in their daily work.

Consider pairing each value with a brief explanation or examples of how it looks in practice. For instance, rather than simply stating “Respect,” you might say “Respect: We value diverse perspectives and treat everyone with dignity, regardless of title or tenure.”

Involving Employees in the Process

For values to be authentic, they must reflect the collective wisdom and aspirations of your organization—not just leadership’s vision. Involving employees at all levels in the value-creation process offers several benefits:

It ensures values resonate with the broader organization
It captures diverse perspectives and experiences
It creates early buy-in and ownership of the values
It identifies potential disconnects between leadership’s perception and employees’ reality

Consider forming a cross-functional team to lead the value development process. Host workshops where employees can contribute ideas and feedback. Use surveys to gather input from those who can’t participate directly in discussions.

Remember that involving employees doesn’t mean creating values by committee or popular vote. Leadership still needs to synthesize input and make final decisions that align with the company’s mission and strategy.

Testing Values for Resonance

Before finalizing your values, test them with your team to ensure they resonate and feel authentic. Ask employees to reflect on questions like:

Do these values reflect the best of who we are?
Would you be proud to tell friends and family that these are your company’s values?
Can you think of specific examples where we’ve demonstrated these values?
Do any of these values feel forced or inauthentic?

Be prepared to revise based on feedback. The goal isn’t perfect consensus but values that most employees recognize as genuinely reflecting your organization’s identity and aspirations.

Implementing Values Across the Organization

Defining values is only the beginning. For values to truly shape your culture, they must be integrated into everyday operations and decision-making processes.

Integrating Values into Daily Operations

Look for opportunities to weave your values into regular business activities:

Start meetings with a brief discussion of how a particular value relates to current projects
Include values-based questions in decision-making frameworks
Reference specific values when providing feedback or recognition
Create physical reminders of values in your workspace, like posters or desk items

For small businesses, integration might be as simple as the owner consistently referencing values during team huddles. Medium-sized organizations might need more structured approaches, like designated “values champions” who help reinforce values across departments.

The key is consistency—values should be visible and relevant in daily work, not just during onboarding or annual reviews.

Creating Specific Behaviors for Each Value

Abstract values become concrete when translated into specific behaviors. For each value, identify 3-5 observable actions that demonstrate that value in practice.

For example, if “collaboration” is a value, specific behaviors might include:

Proactively sharing information that could benefit others’ work
Seeking input from colleagues before finalizing decisions
Giving credit to contributors on successful projects
Offering help to team members facing challenges

These behavioral definitions help employees understand exactly how to live the values and provide managers with concrete examples to recognize and reinforce.

Using Values in Performance Evaluations

When values are incorporated into performance evaluations, they shift from aspirational statements to essential job requirements. Consider these approaches:

Include a values assessment section in performance reviews
Ask employees to provide examples of how they’ve demonstrated each value
Have peers provide feedback on how colleagues embody company values
Weight values-alignment equally with technical performance in promotion decisions

This integration sends a powerful message: living the values isn’t optional—it’s a fundamental part of what it means to succeed in your organization.

Leadership’s Role in Modeling Values

Leaders at all levels must exemplify the values they expect others to follow. When executives and managers consistently demonstrate values-aligned behavior, they create a “values cascade” throughout the organization.

Effective value modeling by leaders includes:

Making tough decisions that honor values, even when expedient alternatives exist
Openly discussing how values influenced their thinking
Acknowledging when they fall short and committing to improvement
Recognizing and celebrating values-aligned behavior in others

Remember that employees watch what leaders do more than what they say. If leaders talk about “work-life balance” but send emails at midnight, or emphasize “transparency” while withholding information, employees quickly learn that the stated values aren’t genuine.

Measuring the Impact of Company Values

Like any business initiative, your values program should be measured to ensure it’s delivering the intended impact. Various assessment methods can help you gauge how well values are understood, embraced, and practiced.

Conducting Pulse Surveys

Regular pulse surveys provide a quick temperature check on values adoption. These brief questionnaires might ask employees to rate their agreement with statements like:

“I can recite our company values without looking them up”
“I see our values being demonstrated by leadership consistently”
“Our company values guide how I approach my work”
“I believe our stated values accurately reflect who we are as an organization”

Tracking these responses over time helps identify trends and areas needing attention. Consider including open-ended questions that allow employees to provide specific examples of values in action or areas where values and practices seem misaligned.

Evaluating Values Adherence in Reviews

Performance reviews offer a structured opportunity to assess how well individuals embody company values. This evaluation might include:

Self-assessment: Asking employees to reflect on how they’ve demonstrated each value
Manager assessment: Having supervisors provide specific examples of values-aligned behavior
Peer feedback: Collecting input from colleagues about how the employee lives the values
Development planning: Setting goals for strengthening values-aligned behaviors

The most effective reviews balance quantitative ratings with qualitative examples, providing both measurement and meaningful feedback.

Implementing Recognition Programs

Recognition programs tied to specific values reinforce their importance while highlighting exemplary behavior. These programs might include:

Peer nominations for colleagues who demonstrate values in exceptional ways
Regular recognition in team meetings or company communications
Formal awards that celebrate values champions
Spontaneous acknowledgment when values are demonstrated in challenging situations

The key is ensuring recognition is specific—not just “Jane exemplifies our value of excellence” but “Jane demonstrated our excellence value when she spent extra time ensuring the client’s complex needs were met while still delivering the project on deadline.”

Insights from Exit Interviews

Exit interviews can reveal valuable information about how values are perceived and practiced. Departing employees often speak more candidly about gaps between stated values and actual experiences.

Consider including questions like:

“How consistently did you see our values demonstrated throughout the organization?”
“Were there times when you felt our actions contradicted our stated values?”
“Did our values influence your decision to leave in any way?”

Patterns in exit interview responses can highlight blind spots or areas where the organization is falling short of its values commitments.

Real-World Examples of Successful Company Values

Learning from organizations with strong values-driven cultures can provide inspiration for your own values journey. Here are several companies known for their distinctive and effective values:

Google: Focus on the User

Google’s primary value—”Focus on the user and all else will follow”—has guided the company’s product development and business decisions for decades. This user-centric approach extends to their other values, including “It’s best to do one thing really, really well” and “Fast is better than slow.”

What makes Google’s values effective is their specificity and application to daily work. Engineers and product managers can ask themselves, “Does this feature genuinely improve the user experience?” when making decisions. The values provide clear direction while allowing for innovation within those parameters.

Netflix’s Comprehensive Value Approach

Netflix has developed one of the most detailed and transparent values documents in the business world. Their “Culture Memo” outlines values like “judgment,” “communication,” “impact,” “curiosity,” and “courage.”

What sets Netflix apart is their explicit connection between values and behaviors. For each value, they define what it looks like in practice and contrast it with counterexamples. For instance, under “courage,” they explain: “You say what you think, when it’s in the best interest of Netflix, even if it is uncomfortable” and “You make tough decisions without agonizing.”

This clarity helps employees understand exactly what’s expected and creates a distinctive culture that attracts those who thrive in such an environment while deterring those who wouldn’t.

Patagonia’s Commitment to Sustainability

Outdoor apparel company Patagonia has built its entire business model around core values of environmental sustainability and product quality. Their mission statement—”We’re in business to save our home planet”—isn’t just marketing; it drives decisions from sourcing materials to political advocacy.

Patagonia demonstrates how values can become a competitive advantage when they authentically reflect what the organization cares about. Their commitment to sustainability has created deep customer loyalty and attracted employees who share their environmental concerns.

Zappos: Delivering WOW Through Service

Online retailer Zappos built its reputation on exceptional customer service, reflected in their first core value: “Deliver WOW Through Service.” Their other values, including “Embrace and Drive Change” and “Create Fun and a Little Weirdness,” support a culture where employees are empowered to go above and beyond for customers.

Zappos backs these values with concrete practices, like their legendary customer service training and willingness to spend hours on a single customer call if needed. They’re also famous for offering new hires $2,000 to quit after training if they don’t feel aligned with the company’s values—a powerful demonstration of how seriously they take culture fit.

Common Challenges and Solutions in Value Implementation

Even with the best intentions, organizations often encounter obstacles when implementing values. Recognizing these challenges and having strategies to address them increases your chances of success.

Preventing Values from Becoming Wall Art

One of the most common pitfalls is values that look good on posters but have little impact on actual behavior. To prevent this:

Limit yourself to 4-6 core values that you can truly focus on and reinforce
Ensure values are specific enough to guide behavior in real situations
Regularly share stories that illustrate values in action
Have leaders explicitly reference values when making and explaining decisions

When values consistently inform actions and decisions, they remain living principles rather than decorative statements.

Reinforcing Values Consistently

Values need regular reinforcement to become embedded in your culture. Consider these approaches:

Create a values calendar that highlights a different value each month
Incorporate values discussions into regular team meetings
Develop case studies based on real company situations that illustrate values-based decision making
Use internal communications to spotlight examples of values in action

Consistency matters more than intensity—regular, authentic references to values have more impact than occasional grand gestures.

Handling Resistance and Pushback

Not everyone will immediately embrace your values initiative. Some may see it as unnecessary, while others might resist specific values that challenge their current ways of working. To address resistance:

Acknowledge concerns openly and respectfully
Explain the business rationale behind values clarity
Involve skeptics in the implementation process
Be patient—cultural change takes time

Remember that some resistance is natural in any change process. Focus on bringing along the majority while addressing legitimate concerns.

Adapting Values as the Organization Evolves

Values shouldn’t change with every market shift, but they may need refinement as your organization grows and evolves. Consider:

Scheduling periodic reviews (every 3-5 years) to assess if values still reflect your organization
Distinguishing between the principles themselves (which should remain stable) and how they’re expressed (which might evolve)
Involving both long-tenured employees and newer team members in reassessment processes
Being transparent about why and how values are being refined

The goal is maintaining continuity while ensuring values remain relevant and meaningful as your organization develops.

The Role of Values in Recruitment and Retention

When authentically implemented, values become powerful tools for attracting, selecting, and retaining talent who will thrive in your organization.

Attracting Like-Minded Talent

Clear values help potential employees self-select into organizations where they’ll fit. To leverage values in recruitment:

Feature values prominently on your careers page and job descriptions
Share specific examples of how values shape your work environment
Have employees create authentic testimonials about how values impact their experience
Discuss values openly during initial interviews to gauge candidate reactions

When candidates understand your values before joining, you’re more likely to attract people who will embrace and enhance your culture.

Using Values in the Selection Process

Values-based interviewing helps identify candidates who will thrive in your culture:

Develop behavioral interview questions that probe for values alignment
Include values discussion in team interviews
Create scenarios or case studies that reveal how candidates might apply your values
Have candidates meet with your “culture carriers”—employees who exemplify your values

Remember that you’re not looking for people who can recite your values, but those who naturally demonstrate similar principles in their approach to work and relationships.

Enhancing Employee Engagement Through Values

When employees connect with company values, their engagement and satisfaction typically increase. To strengthen this connection:

Help employees see how their specific role contributes to living the values
Recognize and celebrate when employees exemplify values
Create opportunities for employees to shape how values are expressed in their department
Encourage team members to hold each other accountable to the values

This values connection creates purpose beyond paychecks, contributing to higher engagement and discretionary effort.

Fostering a Value-Driven Retention Strategy

Values alignment is a powerful retention tool, particularly for your most valuable employees. To leverage values for retention:

Ensure promotion decisions visibly reflect values adherence
Address values violations consistently, regardless of the person’s position or performance
Create development opportunities that align with both individual aspirations and company values
Build communities around values through interest groups or volunteer opportunities

When employees experience authentic values alignment, they develop deeper commitment to the organization and are less likely to leave for marginal salary increases elsewhere.

Building a Legacy of Values

Creating and sustaining authentic company values isn’t a one-time project but an ongoing commitment that shapes your organization’s identity and impact.

The Continuous Journey of Values Development

Values work is never “done.” As your organization grows and evolves, your understanding and expression of values will deepen. This journey involves:

Regularly revisiting how values are understood and applied
Refreshing examples and stories that illustrate values in action
Adapting how values are communicated to remain relevant to new generations of employees
Deepening your commitment to values even as external circumstances change

This ongoing attention prevents values from becoming stale or disconnected from your evolving organization.

Values as Your Competitive Advantage

In an era where products and services are increasingly similar, how you do business—your values in action—can become your most sustainable competitive advantage:

Values-driven organizations often develop stronger customer loyalty
Authentic values create emotional connections that transcend transactional relationships
A strong values culture attracts and retains top talent, even in competitive markets
Values provide stability and continuity through leadership changes and market shifts

When values genuinely guide behavior throughout your organization, they create distinctiveness that competitors find difficult to replicate.

The Transformative Power of Authentic Values

Beyond business results, authentic values have transformative power for individuals and communities:

Employees find greater meaning and purpose in their work
Teams develop stronger bonds and more effective collaboration
Leaders make decisions they can stand behind with integrity
Organizations contribute positively to their communities and society

This transformative impact may be the most compelling reason to invest in developing and living by authentic company values.

Your Next Steps in Values Development

Whether you’re just beginning your values journey or looking to strengthen existing values, consider these practical next steps:

Assess your current state: How clear are your existing values? How consistently are they practiced?
Gather input: Talk with employees at all levels about what principles they believe guide your organization
Start small: Focus on one or two values to fully implement before tackling your entire values system
Find your champions: Identify and empower those who already embody the values you want to strengthen
Share your journey: Be transparent about your commitment to values and invite others to join the process

Remember that authentic values can’t be imposed—they must be discovered, articulated, and consistently reinforced through aligned systems and behaviors.

At CrewHR, we believe that strong company values create the foundation for effective workforce management. Our employee scheduling software is designed to help you operationalize values like respect, work-life balance, and fairness through practical tools for scheduling, time off management, and team communication.

We’d love to hear about your experiences developing and implementing company values. What challenges have you faced? What successes have you achieved? Share your insights and questions with our community, and explore how CrewHR can support your values-driven organization.