Let’s cut the BS*:
Live your values – or lose your value


*Business speak

Connecting the ‘why’ and ‘how’ behind the ‘what’ is the key to delivering a meaningful and authentic employee experience – which is why it was reassuring to see ‘engaging employees around purpose, strategy and vision’ emerge as the number-one priority for internal communicators in this year’s State of the Sector report.

And because the central force behind what it means to communicate with clarity has gained even more strength in the wake of COVID-19, creating a sense of belonging and a true connection to organisational values that matter is where it’s at – now, more than ever.

It’s all about driving wholesale employee awareness these days, as people continue to focus on what works for them while nailing that all-important work-life balance. But, following a period marked by uncertainty, short-term planning and reactive communications, exactly how far have organisations come in the battle to reclaim their corporate narrative?

Time for change

In 2021, employers across the world felt the true force of their employees’ views on the issues that matter – and rightly so.

This year, as the tremors of the past two years settle into a ‘new new new new’ normal, the challenges of communicating your organisation’s value, brand identity and purpose will fully come to light.

It’s no longer possible (or okay) to simply sit on the fence of environmental, cultural, social, and political issues, hiding your opinions behind a ‘doing-your-bit’ politically generic LinkedIn profile badge update or a virtue-signalling email banner.

That’s just not good enough – and everyone (from your employees to your customers) will tell you so, all while demanding that speak up and make your actual views known.

Why? Because now more than ever people need hope.

World vision

In 2022 we welcome back a workforce seeking something to believe in – and they need to know that the organisation they give their time and talents to has a vision that aligns with their personal view of this increasingly challenging world.

So whether you’re thinking about resetting your corporate, D&I, wellbeing or ESG narrative (or all of the above), the smart employers will make sure they are making meaningful and authentic connections with their people.

What you deliver has to be conscious and full of purpose; it has to be told through real stories of challenge and triumph; it has to connect the why and how behind the what.

If it isn’t, it just won’t matter. You won’t matter.

On a mission

The real challenge here isn’t in the crafting of meaningful mission statements packed with punchy prose; it’s in the way you live up to those promises. Because once this is live, it’s out there – you will be judged and you will be held accountable.

Remember: this only becomes authentic if your employees have the time, resources and support to truly live your values; it only works if you ignite the spark that gets your people fired up enough to proudly embody those unique experiences you’ve worked so hard to create.

Which is why it’s time to cut the BS* and focus on an employee-centric approach to your purpose and brand narrative. It’s the best way to stay relevant and authentic, all while building the reputation of life at your organisation – even if (when!) you get it wrong.