Almost every business has core values, from large promo companies to one-person shops. Too often, though, those values never really influence how people work. You might see them on a poster on the wall or skim over them in a handbook, but they don’t really impact how you think about things.

Margaux Morgante, the marketing manager at Kudos, says people should not only know their company’s core values, but they also should know how to work in a way that aligns with those values. When values are clear and visible, they help guide employees’ decisions and behavior. How do you take your core values from catchy words to something people actually live by? We share some ideas from Morgante in this issue of PromoPro Daily.

  1. Clarify what your values look like in action. There’s nothing worse than values that are just corporate jargon. Your core values don’t need to be complex, Morgante says. Instead, they should be on brand and easy to understand. They should also resonate with your team. She recommends identifying specific behaviors and tying them to each core value. This makes your values become like a North Star that guides your team’s daily decisions.

  2. Communicate values consistently and often. Want your core values to drive performance? Your team members need to know them. Morgante advises keeping your values visible and easily accessible. She says you could incorporate values int your office décor, display them in email signatures or customize Zoom backgrounds.

  3. Recruit and hire with your values in mind. Once you’ve identified key behaviors tied to your values, Morgante says you should look for candidates who exhibit those behaviors during the interview process. When you’re interviewing someone, share your values and express why it’s important to work with people who align with your company’s core values.

  4. Recognize and reward value-aligned behaviors. This is one of the most effective ways to reinforce values, according to Morgante. You could do it formally through performance reviews or informally through regular recognition.


Don’t keep your company values in a binder. Bring them into conversations and team meetings. Also, be sure to hire people who genuinely believe in your company values. When you do so, you’ll build a stronger, more connected culture.

Compiled by Audrey Sellers
Source: Margaux Morgante is the marketing manager at Kudos, a platform focused on employee engagement, culture and analytics.