You've agreed new corporate values. Now what?

Corporate values only matter when they shape everyday decisions and actions. Not because of management directives, but because people believe in them and truly care about the culture. I’ve seen this transformation happen, and it’s powerful, but rare. So how do you make it real?
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Step 1 - Take Stock
Start by understanding where you are. Use anonymous surveys or interviews to see how well the company currently lives its values. Ask questions like:
• What makes someone proud to work here?
• What might disappoint them after three months?
• What 2 or 3 words best describe the company?
This helps inform the scale of the task ahead and resources required.

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Step 2 - Draft
Bring the values to life through a Code of Conduct and Group Policies. Keep them short and clear:
• Why the policy matters
• How it links to the values
• What’s expected
• Where to get help
Avoid long, legalistic rulebooks. Think simple, digital, and accessible.
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Step 3 - Deploy
Policies don’t work if they just sit somewhere on the intranet. Create a rollout plan:
• Intro video from leadership
• Real stories showing impact
• Multiple formats (videos, case studies)
• Manager-led discussions
• Translations for global teams
Break content into chunks and keep it engaging.
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Step 4 - Control and Assure
Track policy awareness and completion of training. Evidence matters - if someone breaches a policy, you need to show they knew the rules. Many companies use annual certifications to confirm employees have read and understood policies.
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Step 5 - Reinforce
People forget. Keep values and policies visible:
• Regular emails
• Monthly case studies or dilemma quizzes
• Team discussions
• Periodic refresher training
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Step 6 - Incentivise
Policies are, by definition, mandatory. Consider personal objectives that promote values, but avoid offering bonuses for basic compliance.
Rules without consequences are just guidance. Work with your CEO, HR and Legal to agree the enforcement appetite and to define and set consequences for breaches.
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Step 7 - Monitor
Set up an executive steering group to review progress. Repeat surveys and track other relevant metrics to measure cultural change, and adjust and respond as needed.
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Bottom line: Embedding values and driving cultural change may start as a corporate project, but is a difficult and continuous journey. With clear policies, strong communication, and ongoing message reinforcement, you can turn those words on the wall into everyday ingrained behaviour that your company becomes known for.