2. What else can businesses do to better communicate their values? A few key ideas to keep in mind:
Ask employees what is important to them. Seek their input on how well the company's work, and in turn, its
employees, reflect their value system. Remember that generalized concepts — even oft-used words found in mission
statements like "integrity" and "commitment" — have different meanings to people from different cultures and
backgrounds.
Establish core values across the company, not just within management. If management sets values, who would own
them? You need buy-in from employees; they have to feel a certain ownership over value creation.
Develop a values communications plan. Employee communications has to be at the forefront of your value-setting
agenda; too often, executives fail to proactively seek employee input and buy-inbefore values are put in place. This leads
to antipathy and resentment among those employees who don't feel a company's values align with their personal and
professional aspirations.
Live your values. Embrace the corporate values and be mindful of them in every decision you make — both in good and
bad times. Never forget that actions speak louder than words.
Few companies get every component of "the business of values" just right. Value setting is a tough business, often
fraught with multiple challenges and divergent agendas. But once those values are set, right or wrong, every CEO would
be wise to communicate them and live them as though his business depends on it. Because it just might.
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Teaching resource for AMA evening class / Corporate Communications / 23Jan2012 www.manishparihar.co.in
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