Do your employees LIVE your corporate values?

In today’s dynamic business landscape, organizations recognize that corporate values are crucial in shaping their identity, culture, and overall success. We don’t have to look very far to observe situations where the lack of core values has resulted in business failures, reputation damage, fines, legal settlements, and loss of shareholder value. However, values alone are not enough to create a thriving work environment. To truly make a difference, organizations must effectively translate these values into tangible behaviors that guide and empower employees. Companies can foster a culture of integrity, collaboration, and excellence by aligning corporate values with employee actions. This article will explore the essential steps to converting corporate values into impactful employee behaviors.

Step 1: Define and Prioritize Core Values.

The first step towards aligning corporate values with employee behaviors is clearly defining and prioritizing the organization’s core values. These values should be authentic, reflecting the company’s mission, vision, and beliefs. Engage employees at all levels to participate in this process, fostering a sense of ownership and commitment.

Once the core values are established, it is essential to prioritize them according to their significance and relevance to the company’s culture and objectives. This ranking will help guide the subsequent steps in translating values into behaviors.

Step 2: Communicate and Reinforce Core Values.

Effective communication is vital to ensuring that employees understand and embrace the organization’s core values. Regularly communicate the values through various channels, such as team meetings, intranets, coaching and performance management sessions, and training programs. Reinforce the importance of these values by sharing real-life examples that demonstrate how they align with organizational goals and positively impact both employees and the company. Celebrate and recognize employees that have demonstrated one or more of the core values in their actions with others.

Step 3: Develop Behavioral Guidelines.

Developing specific guidelines that employees can follow is essential to convert values into actionable behaviors. These guidelines should outline the expected behaviors aligned with each core value. For instance, if one of the core values is “collaboration,” the guidelines may include actively seeking diverse perspectives, fostering teamwork, and encouraging knowledge sharing.

Ensure the behavioral guidelines are clear, concise, and easy to understand. Then, incorporate them into the organization’s policies, performance evaluations, hire and promotion decisions, and training programs, making them an integral part of the employee experience.

Step 4: Lead by Example.

Leadership plays a vital role in shaping the corporate culture and influencing employee behavior. Leaders must embody the organization’s core values in their actions and decisions. By consistently demonstrating the desired behaviors, leaders inspire employees to follow suit. This step is vitally important when the organization has bonus or incentive programs. Leaders need to ensure that the employee’s intentions in seeking the bonus or incentive align with the core values.

Leaders should provide support, recognition, and coaching to employees who exemplify the core values. Recognizing and celebrating individuals and teams who consistently align their behaviors with the values will reinforce the importance of these behaviors throughout the organization.

Step 5: Integrate Values into Employee Development.

To truly embed values into employee behaviors, organizations must integrate them into all aspects of talent management and employee development. For example, incorporate the core values into the recruitment and selection process to attract individuals who align with the organization’s culture.

Training and development programs should include modules that explicitly address the desired behaviors associated with each value. Then, offer opportunities for employees to practice and reinforce these behaviors through role-plays, simulations, and real-world scenarios. For example, many organizations with a value-based culture use weekly huddles where each team discusses a value and how they can behave in a manner that aligns with that value.

Step 6: Continuous Assessment and Improvement.

Based on the feedback received, make necessary adjustments to the behavioral guidelines, communication strategies, and development programs. Embrace a culture of continuous learning and adaptation to ensure employee behaviors consistently align with the organization’s values.

Creating a culture where values translate into behaviors requires continuous assessment and improvement. Regularly evaluate the organization’s progress in aligning behaviors with values. Solicit employee feedback through surveys, focus groups, and one-on-one discussions to identify areas of improvement and potential misalignment.

Converting corporate values into employee behaviors is an essential transformative process that empowers individuals to live and breathe the organization’s culture.


Rich Jones is the Founder/Principal of Leading2Leadership LLC. Before starting his strategic planning agency, he spent over 20 years in leadership roles in the financial services sector. Before becoming an executive in the financial services sector, Rich was an entrepreneur, building and selling two businesses and working for early-stage start-up companies in executive roles in marketing, business development, and seeking investment partners. With more than three decades of experience, he brings innovative thought to companies and executives. Rich published “Leading2Leadership, a Situational Primer to Leadership Excellence.” The book is available on and was designed to be used as a book study for leadership development programs; it breaks leadership skills into manageable situations for discussion and reflection. Rich works with credit unions, CUSOs, and vendors, designing digital, data, culture, marketing, and branding transformation strategies. In 2014, Chosen as a Credit Union Rock Star by CU Magazine, and in 2018, Rich received the Lifetime Achievement Award from CUNA Marketing and Business Development Council. A Marine and graduate of Colorado State University, Jones shares his expertise at

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