Concept of Corporate Values

◦ Corporate values are the set of guiding principles and fundamental

beliefs that help a group of people function together as a team and
work toward a common business goal.
◦ These values are often related to business relationships, customer
relationships, and company growth.
◦ The core corporate values shape the work environment and the
business decisions a company’s leadership team makes.
Importance of Values in Business
◦ Clear-Cut Values help steer employees to the right decisions: Having a clear set of
values helps your employees understand what the company stands for. As a result, the employees
are more likely to make the right decisions — the decisions that help them achieve the company's
vision and goals. And that's because they understand the company's mission statement, share the
values that you stand for, and believe in your brand.
◦ Corporate values have a positive impact on employee motivation and engagement: When
employee communication is built around your core company values, it help boost employee
engagement and motivation. This is because if you explain your core values to your employees
and the reasons why you stand for these specific values, they will have a better understanding of
the company goals and will work harder to achieve them.
(contd.)
◦ Help attract the type of clients you want: Corporate values help a business clarify the
identity of the brand and educate its clients about what the company stands for. Having a set of
specific and unique core values can be a highly competitive advantage. This is because if a
company manages to build a relationship with its clients based on the values they share,
they’re most likely going to strengthen this relationship because it is built on common beliefs
and principles.
◦ Make for easier Marketing: marketing teams that know what the company stands for are
much more successful in attracting new qualified leads that convert. We have even seen
various companies advertise their brand values to the audience, and this is because they are
proud of the values they represent.
Some stats which help emphasise the
importance of corporate values
• More than 50% of CEOs and CFOs say corporate culture influences productivity, creativity, profitability, firm
value and growth rates.
• 88% of employees believe a strong company culture is key to business success
• 47% of active job seekers cite company culture as their driving reason for looking for work
• 76% of employees believe that well-defined business goals help cultivate a positive work culture
• 15% of job seekers turned down a job offer because of the company's culture.
• Employees who positively view their work-life balance are 10% more likely to stay in their current role.
• 35% of U.S. employees say they would pass on the perfect job if they felt the company culture wasn't a good fit
• Employees who don't like their company's culture are 24% more likely to quit their jobs.
• 38% of U.S. employees want a job that aligns with their interests and passions.