One of the best things we’ve done this year as a company is to bring our core values into the forefront of everything we do. As we seek to build our employer brand and focus on recruitment, these company values have become an integral part of our daily lives.

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In many ways, core values are how we present ourselves to the outside world.

Here’s why they matter for your employer brand:

They foster employee advocacy.

In a Gallup report, 41% of employees said they don’t know what their companies stand for and what makes their brand different from their competitors. Creating core values is crucial to bridging the gap between the day-to-day grind and the overall purpose and mission behind what you do. If you’re just starting to identify your core values, try polling your employees on what drives them to come to work everyday. You should notice some common themes. We asked PerkSpotters to come up with one word to describe PerkSpot and overwhelmingly heard “fun”. Today, “We Have Fun” is one of our values we live by, and it’s doesn’t hurt our recruitment efforts either!

They strengthen consistency.

When the whole company is aligned on the same values, it makes consistency easy. One of the values that drives us and holds us accountable is that “We Aim High”. Think about how your core values align with specific tasks. For us, this means asking different questions: Does this project represent aiming high? Are we aiming high in our team meetings or priorities? By building consistency through core values, outsiders will gain a sense of what your company is about and want to be a part of what you’re doing.

They cultivate a competitive edge.

You might not be the only company who does what you do. But, your company values should represent what sets you apart. We’ve all heard the story of how PerkSpot founder, Chris Hill, started this business in his apartment, eating ramen noodles everyday. While we’re grateful for our growth and success, “We Stay Humble” remains a core value in our business today. Make sure visitors can sense what you’re about right when they walk through the door. Make your values unique to your business and evidence of how you’re different than the competition.

They create a sense of humanity.

Core values, if done well, bring your business to life. They should go beyond just a catch phrase or a slogan painted on your walls. Our values all start with “We”, with our last value being “We Value People”. So much of what we do is centered our the people-element of our business. Who is your business serving? How are you making a difference in the lives of others? Remember who you serve and bring that humanity into your core values.

How does your company use core values to build your employer brand? What are some ways you live out these values in your day-to-day?

About Katie Williamson

Katie Williamson is a Senior Marketing Associate at PerkSpot, providing creative insights and challenging the way we think about the workplace.

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