Helping people embed corporate values

Five drivers encourage employees to make the organisation's desired purpose, brand and culture a reality.

In this Gallup Business Journal article, Nate Dvorak, a Researcher in Predictive Analytics at Gallup, and Bryant Ott, a writer and editor at Gallup, discuss five drivers that enable organisations to achieve their desired identity, according to Gallup's research.

Organisations often make claims of their purpose and identity, but fail to live up to them. Gallup's research at a client company reveals that employees who are more aligned with their organisation's identity perform higher on key business performance metrics than the ones who are less aligned. Likewise, customers can identify companies that deliver on their brand promise and those that do not and act accordingly. 

Addressing these five questions can help leaders encourage employees to achieve the organisation's desired purpose, brand and culture:

• What messages do the company's leaders convey?
  Leaders should effectively define, display and communicate the company's purpose and brand so that it influences employees to behave in accordance.
• Do the organisation's values reinforce its identity?
  Values should be explained and exhibited in a manner that reinforces the organisation's identity.
• Who works for the organisation?
  Creating a culture that delivers on the company's purpose requires selecting, engaging and developing employees in ways that introduce and reinforce the organisation's values.
• Is the organisation's structure aligned with its identity?
  An organisation's processes and structure influence the perception of customers and employees. Aligning an organisation's structure with its identity is essential in achieving its highest potential.
• Are the company's measurement and performance systems aligned with its identity?
  Business performance is maximised when a company's measurement and performance systems are aligned with its identity.