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Why company values are more important now than ever before

More so than ever before, people want to find purpose in their work. According to McKinsey & Company (via their Individual Purpose survey), 63% of the employees surveyed said they want their employer to provide more opportunities for purpose in their day-to-day work.

Your company’s shared values are among the key tools at your fingertips which demonstrate purpose, meaning and clarity to your people.

Company values are at the core of your business, setting the standards and principles for how you go about achieving your goals. Whilst the idea of agreeing values might seem ‘fluffy’ to some, there is no denying they have become increasingly important when attracting and retaining motivated staff.

We are all likely to have worked in companies where we’re aware that values exist, but we can’t recall them when asked. Or we quickly open the website page ‘Our Values’ when a senior manager walks into the room.

This is not uncommon. Words listed on a wall or online might have been ok before, but not any more. People are actively seeking to work in companies where the values align with their own, where they know why they work in the ways they do, and the values are instilled throughout the processes, the culture and the day to day activities.

Investment in this work is not a nice-to-have. It is quickly moving up people's priority list when looking for an employer (and also, whether to stay with an employer).

Where values provide real benefit is when these values are well thought through, defined and brought to life - every day and by everyone.

Engaging your people in this process provides a real sense of belonging and ownership. When you have your values ingrained in your culture, you will also see an increase in motivation, a sense of community, increased performance, faster decision making and clarity.

This is why I love working with companies that take the initiative to engage their people early on in the process. I was delighted to work with Stuart and the team at PECT as they navigate change and prepare for their next stage of growth.

“Gemma has been instrumental in supporting us through a period of growth and change within the organisation. She has been helping us articulate and capture the real essence of what makes the organisation a fantastic place to work, and how we harness, strengthen and grow that culture, including our values and behaviours.”

I’d love to know, how important are your company’s values to you?

If you're thinking about the values of your company and would like support in engaging your teams, please get in touch to find out how I can support you.


Gemma Brown is a Professional Certified Coach (PCC) accredited with the International Coach Federation, working with individuals and groups to navigate successfully through transitions - be it career, relationships or life in general. Her belief is that when we confidently bring our whole selves to all areas of life, anything is possible. Transitions exist in both our personal and business life, and so often, the two fiercely overlap. Coaching with Gemma focuses on you as a whole, enabling you to identify your strengths, build confidence and to live a life with increased purpose and direction. Gemma works face to face with clients in the Cambridge area as well as via Zoom. For more about Gemma, visit her 'About' page or contact her directly.

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