{"id":5018,"date":"2009-03-25T09:45:45","date_gmt":"2009-03-25T09:45:45","guid":{"rendered":"http:\/\/www.corporate-eye.com\/?p=5018"},"modified":"2009-03-25T09:45:45","modified_gmt":"2009-03-25T09:45:45","slug":"corporate-values-on-the-corporate-website","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/corporate-values-on-the-corporate-website\/","title":{"rendered":"Corporate Values on the Corporate Website"},"content":{"rendered":"

\"the-philosophers-stone\"Wouldn\u2019t it be great in these days of gloom to find something bright, a ray of sunshine like a philosopher\u2019s stone<\/a> to bring businesses together in everlasting win-win situations?<\/p>\n

Well, according to Business In The Community<\/a> (BiTC) there is such a thing: a company\u2019s statement of corporate values.<\/p>\n

“A Purpose Beyond Profit”<\/h3>\n

At the beginning of the month BiTC released a briefing paper entitled \u201cThe whys and hows of corporate values\u201d<\/a>.<\/p>\n

At its heart is a list of the benefits a company can reap from having a good, strong set of corporate values.<\/p>\n

The actions required boil down to stakeholder engagement.\u00a0 Employees, customers, suppliers and clients are all much more likely to be loyal to a company which has a clear ethos and understands its position in the wider world.<\/p>\n

The paper also has one of the best definitions of corporate values I\u2019ve come across:<\/p>\n

It is not a mission statement that describes what task the company aims to fulfil. Neither is it a set of commercial objectives. …. Corporate values are about what the company stands for and how its employees behave. They are about framing a role for the business that gives it a purpose beyond profit<\/strong>. (my emphasis)<\/p><\/blockquote>\n

Implementing Corporate Values<\/h3>\n

The briefing paper also criticises those companies where \u201cthe corporate value statement simply exists as a poster on the chairman\u2019s wall\u201d.\u00a0 Corporate values have to be expanded beyond a chairman’s comprehension. They must be disseminated and understood far and wide.<\/p>\n

One of the best places to do this is on a company website.\u00a0 Here a statement on corporate values should sit prominently alongside products or financial performance and be easily accessible.<\/p>\n

The content also needs to explain how the value is put into practice and demonstrate that implementation.\u00a0 \u201cWe will do right by our customers\u201d could be a great value or a sop those “annoying greenies”. Practical demonstrations and in depth descriptions will make the difference.<\/p>\n

Sharing Corporate Values<\/h3>\n

The content should also link to other stakeholders with a similar value.<\/p>\n

Stakeholder engagement can be incredibly powerful when it creates a sense of community. Acknowledging other members of your community will help draw stakeholders in: clients, consumers and suppliers alike.<\/p>\n

This is the principle of social networking: people cluster together around shared goals, beliefs and values.<\/p>\n

The same principle applies to businesses: but you have to state and stick by your values to make it work.\u00a0 It is this which makes well communicated corporate values a business’ philosophers’ stone.<\/p>\n

Picture Credit: <\/strong>Philosopher’s Stone?<\/a> by kind permission of stumbleon.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

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