The Power of Core Values: Building a Business That Lasts

Core values are more than just words on a wall plaque or a page in an employee handbook. They’re the heart of your business, guiding decision-making, shaping your company culture, and serving as a compass for growth. Whether you’re a startup finding your footing or an established business refining your identity, core values matter. Here’s why they’re essential and how to make them a central part of your business.

Why Core Values Matter

1. They Define Your Identity Core values articulate who you are as a business. They answer the “why” behind what you do and set you apart.
2. They Build Trust Employees and customers alike are drawn to businesses with a clear sense of purpose. Core values show your commitment to consistency and integrity, fostering trust and loyalty.
3. They Guide Decision-Making From hiring decisions to strategic planning, core values provide a framework to ensure your business stays aligned with its mission, even during challenging times.
4. They Strengthen Culture A strong company culture is rooted in shared values. When everyone understands and embodies these principles, it creates cohesion and a sense of belonging.

How to Identify Your Core Values

1. Start with Reflection Think about what drives your business. What principles are non-negotiable? What behaviors do you celebrate? Engage your leadership team or employees in this conversation to gather diverse perspectives.
2. Look to Your Heroes Consider leaders you admire in your own org. What values do they embody that resonate with your vision?
3. Be Authentic Your core values should reflect your business as it is today and where you want it to go—not just buzzwords or trendy ideas. They need to feel genuine to resonate with your team.
4. Prioritize Simplicity Aim for 3–5 core values that are clear, memorable, and actionable. Overcomplicating the list dilutes their impact.

Resources to Help:

• Books like “Start with Why” by Simon Sinek or “The Advantage” by Patrick Lencioni.
• Free online tools, such as values worksheets or guides from HR experts.
• EOS (read "Traction") has a great exercise on identifying Core Values we've done here at be the change HR.
• Partner with a consultant to facilitate workshops and uncover your unique values.

How to Integrate Core Values into Recruiting

Your core values should be a guiding force in how you attract and select talent. Here’s how:

1. Highlight Them in Job Descriptions At be the change HR, we showcase our core values—calming, caring, reliable, and fun—in our job postings to attract candidates who resonate with our mission. Candidates who feel connected to your values are more likely to apply and thrive in your organization.
2. Incorporate Value-Based Interview Questions During interviews, we weave our core values into the questions we ask. For example, to assess alignment with “caring,” we might ask candidates to share a time they went above and beyond for a colleague or client.
3. Evaluate Cultural Fit Alongside Skills We don’t just focus on qualifications; we consider how candidates embody our values. This ensures new hires align with the team and contribute to our positive culture.

These strategies help ensure that every hire strengthens the company culture and lives out your values.

How to Embed Core Values into Company Culture

1. Lead by Example Leaders must embody the company’s core values. Actions speak louder than words, and employees will look to leadership for cues on living out these principles.
2. Celebrate Value-Driven Behavior Recognize and reward employees who exemplify your core values. Whether it’s a shoutout in a meeting or a formal recognition program, these moments reinforce their importance.
3. Incorporate Values into Daily Operations Integrate your values into team meetings, decision-making, and performance reviews. For example, use them as a lens for evaluating goals or resolving conflicts.
4. Revisit and Reinforce Core values should evolve as your business grows. Reassess periodically to ensure they remain relevant, and use onboarding or team-building events to keep them front and center.

The Bottom Line

Core values are the foundation of a successful, sustainable business. They inform every aspect of your organization, from hiring to daily operations, and create a culture that inspires employees and customers alike. By taking the time to define, communicate, and live your values, you’re building more than just a business—you’re creating a legacy.

Pop into the comments and share with us your core values. I'd love to hear!

-L

LeiLani E. Quiray is the Founder and CEO of be the change HR, Inc., certified Minority and Woman owned, a conscious company and social enterprise, providing HR support for small-to-medium sized businesses in any facet of HR from pre-hire to post-term and everything else that happens in between. She and her team also teach free job readiness courses and provide free coaching to trafficking survivors.? Her team is not only HR Pros, they are Life Changers.?

?If you’d like to chat with someone on our Squad for a free consult or are interested in our services book time here.