The Importance of Communicating Company Values for Recruitment: Championing Values Through Your Team

In the competitive job market, listing company values on your website or in a brochure isn’t enough. To truly attract and retain top talent, organisations need to effectively communicate and embody these values. This is where internal employees play a crucial role. We explore how communicating company values through your team can enhance your recruitment drive and build a strong value-driven culture. 

Understanding Core Values 

Company core values are more than just statements, they are the backbone of an organisation’s identity and culture. These values define how the company operates, makes decisions, interacts with employees, customers and the wider community. They encapsulate the company’s vision and mission, serving as a guiding philosophy that shapes its culture and daily operations. To attract and retain the right talent, it’s essential that these values resonate throughout every level of the organisation. 

The Challenge of Upholding Values 

Having core values prominently displayed is just the beginning. The real challenge lies in translating these values into everyday actions and behaviours. Words alone are insufficient if they’re not backed up by genuine actions. Employees need to see these values in practice not just on a wall or in a brochure. This is where internal communication comes into play. 

Effective Internal Communication Strategies 

To ensure company values are communicated effectively, organisations should employ a variety of internal communication tools. These can include: 

• Email and Intranet: Regular updates and reminders about core values can be shared through these traditional channels. 

• Company Meetings and Town Halls: These gatherings offer a platform to discuss values and celebrate instances where they have been exemplified. 

• Digital Signage and Posters: Visual reminders in common areas can keep values top-of-mind. 

• Newsletters and Internal eDMs: Periodic updates can reinforce the importance of company values. 

• Collaboration Systems: Tools such as Slack or Teams can facilitate real-time discussions and reminders about values. 

However, to truly make an impact, companies must go beyond these standard tools. Modern internal communication should reflect the way people engage with information in their personal lives through mobile devices, user-friendly apps and engaging content. 

The Role of Employees in Championing Values 

One of the most powerful ways to communicate company values is through the employees themselves. When team members embody and advocate for the company’s values, their genuine enthusiasm and commitment become contagious. Here’s how you can leverage your team: 

• Employee Stories: Share testimonials and stories from employees who exemplify the company’s values. This not only reinforces the values but also humanises the organisation. 

• Ambassador Programs: Encourage employees to become brand ambassadors who actively promote the company’s values both internally and externally. 

• Recognition and Rewards: Acknowledge and reward employees who demonstrate the company’s values in their daily work. This recognition can be a strong motivator and set a positive example for others. 

Internal Border Express Staff Testimonials 

At The Shape Group, we understand the power of authentic storytelling in attracting top talent. In our recent collaboration with Border Express, we activated internal brand advocates by producing 25 engaging staff testimonial videos that highlight the company’s diverse services and effectively communicated its internal culture and core values.   

Filmed across Melbourne, Sydney and Brisbane, these testimonials provided a genuine glimpse into the company culture and the real experiences of team members. By showcasing the voices of employees, we helped Border Express strengthen its recruitment drive, creating a compelling narrative that resonates with potential candidates and fosters a sense of belonging within the organisation. This approach not only enhances recruitment efforts but also reinforces the brand’s commitment to its values, making it an excellent strategy for any company looking to attract the right talent. 

Benefits of Communicating Values Effectively 

Effectively communicating and living out company values can drive significant business success: 

• Enhanced Brand Reputation: A strong alignment between values and actions creates a positive image that attracts customers and partners. 

• Improved Employee Engagement: When employees see their values reflected in the company’s operations, they are more motivated and committed. 

• Higher Retention Rates: Employees are more likely to stay with a company that aligns with their personal values, reducing turnover. 

• Better Decision-Making: Clear values guide decision-making, ensuring consistency and alignment with long-term goals. 

• Increased Customer Loyalty: Customers are more loyal to companies that prioritise shared values and consistently uphold them. 

• Stronger Company Culture: Shared values foster a cohesive culture, enabling better collaboration and teamwork. 

As safety is often a company value we should mention the way referencing safety as a value keeps everyone switched on to safety in the workplace both for individuals being aware of their personal responsibility as well as looking out for their workmates. 

Building a Strong Employer Brand 

In the current employment landscape, the Employee Value Proposition (EVP) is crucial. Employees expect more than competitive compensation—they want to feel that their work contributes to a greater good. By communicating core values effectively and demonstrating them through actions, companies can build a strong EVP that resonates with prospective and current employees alike. 

The key to a successful recruitment drive lies in more than just stating company values, it’s about living them every day and making them a central part of the employee experience. By leveraging internal employees as champions of these values, organisations can create a compelling narrative that attracts top talent and fosters a thriving, value-driven culture.