Company values are shared beliefs that shape how an organisation shows up every day. They create a strong sense of identity within a company culture, guiding how people make decisions, treat each other and they help teams move in the same direction. They support talent attraction by giving people a genuine sense of what it feels like to work somewhere, and employee engagement as they give people across an organisation something they can all connect to and be proud of.

Our award-winning values for a global bank helped unite a culture during a critical moment. Co-created with 100+ leaders and 170+ Culture Champions, the new values created clarity and direction. We supported their rollout across the full candidate and employee journey and, with post-launch results showing 87% affinity with the values and 92% understanding of what they meant.

We partnered with sportswear brand to define four new distinctive, ambitious values – speaking to 10 chiefs, 19 employees, analysing three competitors, and facilitating two testing focus groups – to define and drive what culture of high performance means.

Our process starts with research: we speak to people across the business to understand what the culture really feels like right now. Through collaborative workshops, interviews and focus groups with your people, we’ll analyse how well your current values are resonating. From there, we shape a set of values that feel unique and ownable to you, balancing truth with ambition. This could include creating a set of supporting behaviours, language, and recommendations for how your teams can launch them into the world, and actually use them day to day.

The key is to make values feel like a natural part of everyday life. They need to show up in moments that matter, hiring, onboarding, performance conversations and leadership decision making. Part of our process is turning values into clear behaviours that people can act on. When leaders and managers model the values consistently, others follow. When values are brought to life through regular communication, real stories and recognition, they quickly become a part of how people work and make decisions.

Company values and an EVP work hand in hand. You can think about values as the foundation of your culture and of the employee experience, and an EVP is how that experience is expressed and shared. Values are about how a company behaves, shaping culture from the inside. Your EVP is about capturing the ‘what’s in it for me?’: what people get in return for their time, covering themes like growth, purpose and reward. When they’re aligned, people know what to expect from a career with you, and why that matters, helping to attract and retain the right talent.