We’re gonna keep it real with you. Of course values are an important part of any business. But what does that even really mean? Values obviously define what a company stands for, and guide its decisions and actions.
But while many businesses focus on promoting their values to clients, the truth is that most clients don’t care about your values until very late in the buying process. You know who does care, though? People looking to work for you.
Your potential employees do care about your values at all stages. When people consider whether to work for your company, they want to know that your values align with their own. They want to work for a company that they can feel proud to be a part of, that shares their ideals and that they can believe in.
In today's Aussie job market, most people have their pick of potential employers. They are not just looking for a job, they are looking for a company that they can build a career with. This means that people are looking for more than just a paycheque. They want to work for a company that provides them with a sense of purpose. If a potential employee values diversity and inclusion, they will be more likely to be attracted to a company that has a track record of promoting these values.
The importance of values for potential employees is only going to grow in the coming years, and this means your branding needs to convey your values NOT for clients - but for potential employees. As millennials and Gen Z become a larger part of the workforce, they are becoming increasingly focused on social and environmental issues. They want to work for companies that share their passion for these issues and that are actively working to make a positive impact on the world.
Of course, this isn't to say your clients won't care about your values. However, there's something they often care more about: value itself.
On the flip side; as consumers, we want to know that businesses can deliver what we need, when we need it, and at a competitive price.
So while the core values behind your business may be important to you personally, they are not likely to be a major factor in a client's decision-making process especially when they are still asking the question about whether you can help them get what they want.
This is not to say that values are completely irrelevant - in some cases, a consumer may be attracted to a business that shares their own values or has a strong reputation for ethics and social responsibility. But even in those situations, the threshold question of the service delivering on the consumers These situations, however, are the exception rather than the rule.
Where values matter with respect to clients is when they align with a key question the client already has that will affect their decision making. This generally comes late in the buying cycle when a client is deciding between two options and gives the nod to the provider they feel more closely aligned with.
So, what does this mean for businesses? It means that promoting your values to potential employees can be a powerful tool for attracting and retaining top talent. By making your values an integral part of your brand identity and showcasing them in your hiring process, your employee communications, and your community engagement.
While clients may not care about your values, potential employees certainly do. If you want to attract the perfect staff, you need to make sure that your company values align with the values of those people.
So who are they? What’s important to them? By answering these questions, you can create a brand identity of purpose and passion that will attract the best and brightest.