Values-based Communication
Messaging that aligns with and reinforces the organisation’s core values to strengthen employee connection and trust.
In a world where corporate authenticity matters more than ever, values-based communication has become a cornerstone of effective internal messaging. By aligning communication with the organisation’s core values, this approach fosters trust, strengthens employee connection, and reinforces a shared sense of purpose. It’s not just about what you say, but how you say it—and how deeply it resonates with the cultural fabric of your organisation.
This guide delves into the principles, strategies, and benefits of values-based communication, offering actionable insights for creating messaging that inspires and aligns.
What is values-based communication?
Values-based communication refers to the strategic alignment of organisational messaging with core values, ensuring that every interaction reflects the principles the company stands for. It’s about embedding values like integrity, innovation, inclusivity, or sustainability into internal communications, from team updates to leadership speeches.
For example, a company with a core value of transparency might prioritise clear and open communication during organisational changes, sharing the rationale behind decisions and inviting employee feedback.
Why values-based communication matters
Builds trust
Employees are more likely to trust organisations that consistently communicate in line with their stated values.Fosters engagement
Messaging that reflects shared values resonates deeply, creating a stronger emotional connection between employees and the organisation.Strengthens culture
Values-based communication reinforces the cultural norms and behaviours that define the organisation.Guides decision-making
Values act as a compass, helping leaders and employees navigate complex situations with clarity and consistency.Enhances reputation
Organisations that practice what they preach internally are more likely to be perceived as authentic and credible externally.
Core principles of values-based communication
Authenticity
Communicate sincerely and avoid superficial messaging that doesn’t align with real actions or practices.Consistency
Ensure that values are reflected not just in formal communication but also in everyday interactions and leadership behaviours.Relevance
Tailor messages to reflect how organisational values relate to employees’ roles and experiences.Transparency
Be open about challenges and decisions, demonstrating a commitment to honesty and accountability.Action-orientation
Show how values translate into tangible actions, initiatives, or policies within the organisation.
Examples of values-based communication
Leadership updates
A CEO emphasises the organisation’s value of resilience during a challenging period by sharing stories of employee adaptability and outlining steps to navigate the situation together.Recognition programs
Celebrating employees who embody core values, such as teamwork or innovation, through awards or spotlights.Diversity and inclusion initiatives
Communicating progress on inclusivity goals, tying updates directly to the organisation’s commitment to equality.Sustainability efforts
Sharing transparent updates on environmental initiatives, such as reducing carbon footprints or adopting green practices.Onboarding programs
Introducing new hires to organisational values through immersive storytelling and practical examples.
Challenges in implementing values-based communication
Superficial messaging
Employees can quickly spot when values are used as buzzwords rather than guiding principles.Inconsistent practices
Misalignment between communication and organisational behaviour can erode trust.Resistance to change
Long-standing habits or attitudes may conflict with newly prioritised values.Cultural differences
Multinational organisations must navigate varying interpretations of values like collaboration or inclusivity across regions.Measurement difficulty
Assessing the impact of values-based communication on engagement and trust can be challenging without clear metrics.
Best practices for values-based communication
Define your values clearly
Ensure that organisational values are well-articulated, actionable, and understood by employees at all levels.Embed values in everyday communication
Reflect values in routine updates, emails, team meetings, and one-on-one interactions.Involve leadership
Leaders should model values in their communication, demonstrating commitment through actions and words.Celebrate alignment
Highlight examples of how employees or teams embody organisational values, reinforcing their importance.Gather feedback
Regularly seek employee input on whether communication feels aligned with stated values and where improvements are needed.Adapt for cultural nuances
Tailor messaging to reflect the cultural contexts of diverse teams while maintaining alignment with overarching values.
Tools for values-based communication
Employee apps
Platforms like tchop™ can centralise value-driven updates, stories, and recognitions.Internal newsletters
Share stories that connect organisational values to employee experiences or company milestones.Video messages
Use video communication to deliver heartfelt messages from leadership that reinforce core values.Collaboration platforms
Tools like Slack or Microsoft Teams enable real-time discussion and sharing of value-aligned achievements.Feedback systems
Platforms like Officevibe or CultureAmp allow employees to provide input on how well communication reflects organisational values.
Measuring the impact of values-based communication
To evaluate the effectiveness of values-based communication, track the following metrics:
Employee engagement scores
Monitor changes in engagement levels after implementing value-driven communication strategies.Feedback trends
Collect employee feedback on how well organisational values are communicated and reflected.Retention rates
Assess whether alignment with organisational values contributes to higher retention.Participation in initiatives
Measure involvement in programs or campaigns tied to values, such as sustainability projects or recognition events.Cultural alignment
Use surveys or focus groups to gauge whether employees feel the organisation lives its values.
The future of values-based communication
As organisations face increasing scrutiny from employees and stakeholders, values-based communication will continue to evolve. Advanced tools like artificial intelligence (AI) and machine learning will enable personalised messaging that resonates with individual employees’ values and experiences. Additionally, augmented reality (AR) and virtual reality (VR) may provide immersive ways to bring organisational values to life.
Final thoughts
Values-based communication is more than just a strategy—it’s a reflection of who your organisation is and what it stands for. By aligning messaging with core values, companies can build trust, foster engagement, and create a culture where employees feel truly connected to their work.
FAQs: Values-based communication
How does values-based communication differ from mission-driven communication?
While both are related, they serve different purposes:
Values-based communication focuses on aligning messaging with an organisation’s core principles, such as integrity, inclusivity, or innovation. It emphasises how these values shape day-to-day interactions and decisions.
Mission-driven communication centres on the organisation’s overarching purpose or goals, such as what it aims to achieve in the long term. It communicates the “why” behind the organisation’s existence.
Can values-based communication help during crises?
Yes, values-based communication is particularly effective during crises. By aligning messaging with values like transparency and empathy, organisations can:
Build trust by being honest about challenges.
Reassure employees by emphasising shared goals and principles.
Guide decision-making in uncertain times.
For example, a company committed to inclusivity might highlight efforts to support diverse employees during a crisis, such as providing additional resources or accommodations.
How can organisations ensure their values resonate with employees?
To ensure alignment:
Involve employees in the process of defining or revisiting organisational values.
Use storytelling to demonstrate how values are lived out in real scenarios.
Recognise and reward employees who embody the organisation’s values.
Continuously communicate how values influence decisions, policies, and initiatives.
What should organisations do if their stated values are not reflected in their culture?
If there’s a disconnect between stated values and workplace culture:
Conduct an honest assessment through employee feedback or external audits.
Identify specific behaviours or practices that conflict with values.
Create an action plan to address gaps, including leadership accountability.
Communicate progress transparently to rebuild trust.
How can values-based communication be adapted for multinational teams?
To adapt for diverse teams:
Focus on universal values that resonate across cultures, such as respect, collaboration, or integrity.
Tailor messaging to reflect local contexts while maintaining alignment with overarching values.
Involve regional leaders to ensure communication is culturally appropriate and inclusive.
Can values-based communication be used in recruitment?
Yes, values-based communication is a powerful recruitment tool. Highlighting organisational values in job postings, interviews, and onboarding materials can:
Attract candidates who align with the company’s principles.
Set clear expectations about workplace culture.
Strengthen the emotional connection between new hires and the organisation.
What role does leadership play in values-based communication?
Leadership is critical to the success of values-based communication:
Leaders set the tone by consistently modeling organisational values in their actions and messaging.
They reinforce values through regular communication, such as town halls or video updates.
Leaders hold teams accountable for aligning behaviours and decisions with stated principles.
How can organisations measure the success of values-based communication?
Key metrics include:
Employee perception surveys: Assess whether employees feel communication reflects organisational values.
Engagement in values-driven initiatives: Track participation in programs aligned with core values, such as sustainability or recognition campaigns.
Cultural alignment scores: Use surveys to evaluate how well employees believe the organisation lives its values.
Retention rates: Monitor whether alignment with values contributes to lower turnover.
How do you balance authenticity and professionalism in values-based communication?
To strike the right balance:
Be genuine in your messaging, avoiding overly polished or corporate language.
Use real examples to illustrate values in action.
Maintain professionalism by ensuring messages are respectful, inclusive, and aligned with organisational goals.
