Defining Company Strategy, Values, Behaviours and Purpose

Defining new or evolving current values and behaviours can be challenging and complex but also essential, especially when organisations are communicating a new business strategy or attracting and retaining a more diverse workforce.

Any core company values should be right for both who the organisation is today and who it hopes to be in the future – a mix of reality and ambition – to provide the essential ‘north star’ that all employees can reference in actions and decision making. Blue Goose is an award-winning communications agency which can help you define these essential organisational values, and the behaviours to support them.

For more than 10 years we have evolved strategies for large and complex organisations such as Sainsbury’s, TFL, St John Ambulance, Whitbread and Fareshare in sectors such as retail, health and finance, among others. Your own challenges may come from many areas such as: the result of a merger and acquisition, cultural resistance to business transformation or inconsistent behaviours among leaders.

We apply our proven methodology and modelling – using a design-led co-creation approach – to meet your challenges, to define or redefine, to clarify, to reassert, celebrate or establish where the ‘stretch’ is needed to push the business into any necessary change.

Communicating company values to employees

Beyond the strategy, KPIs and the set of options we produce to test with sets of leadership and employees, we also refine and execute communications campaigns which bring the strategy to life in an engaging and meaningful way. 

We’ll develop optional sets, or prototypes, to test both with those we’ve already spoken to, but broader groups as well, to find consensus on what looks and feels right. It’s about refinement, execution, and communication – bringing them to life in meaningful ways across the organisation and connecting them to both the purpose of the organisation, but also day to day roles.

 
The executive leadership team described the new values as ‘fantastic’, ‘providing the core foundations for our culture'
University Hospitals Bristol and Weston

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Values, Behaviours and Purpose Resources: FAQs, Case Studies and Insight

Frequently Asked Questions

Create effective employer values and behaviours by involving employees in the process, aligning them with your company’s mission, and making them actionable.

Define clear, concise values that reflect your organisation’s culture and goals. Develop specific behaviours that demonstrate each value in practice. Ensure leadership reflects these values and integrate them into all aspects of the employee experience.

Employer values and behaviours are crucial as they provide a common language, drive accountability, and bolster a healthy workplace culture.

They serve as a foundation for recognition, guide decision-making, and help attract and retain employees who share similar principles. Well-defined values and behaviours also improve team morale, foster integrity, and enhance overall organisational performance.

You should aim to have between three and seven core values. While there’s no absolute ‘right’ number, our recommendation is to keep the list as short and memorable as possible. Having too many values can overwhelm employees and make them difficult to remember and implement.

Firstly, create a comprehensive and engaging change communication plan. Introduce the values through employee events, town halls and supporting resources, which equip leaders and managers to cascade information.

Operationalise the values within each moment of the employee lifecycle, including recognition programs, performance management, and storytelling campaigns. Continuously reinforce and measure adoption.

You can measure the success through employee engagement surveys, performance evaluations, and observable changes in workplace culture.

Track key performance indicators related to each value, such as increased collaboration for teamwork or improved decision-making for accountability. Gather feedback from employees and monitor how well the values are integrated into daily operations and HR processes.

How authentic, clear and effective is your brand purpose?

Benefits of Organisational Values and the importance of trust

Values, Behaviours and Purpose Case Study: TfL

A Sainsbury's employee in their uniform standing next to the word "Wow" which we used at an event to promote their new values through the use of intelligent internal communications.

Case Study Sainsbury’s