Make Your Core Values Actually Mean Something

Core values like integrity, respect, and boldness sound nice on paper — but what do they really mean?

For many comapnies, they’re just words. Something you say, but not something you live.

But just like your mission statement, your company core values should be a living, breathing part of your business. A list of buzzwords hanging in the breakroom won’t do that.

If you want your core values to actually mean something, you’ll need to get specific. Here’s why they matter and how to create company core values that go the extra mile.

🔥 Tip: Document your core values in Trainual, so there's no excuse for anyone not knowing what your company stands for. Try for free.

What are company core values (and why they matter)

Company core values are the fundamental beliefs that drive your business. They’re the ideals that guide your daily decisions — how you collaborate, serve customers, and get work done.

They form the cornerstone of your company culture and help ensure everyone is aligned from top to bottom. But that only works if your team believes in them — and actually lives them.

Unfortunately, that’s not the case for most companies:

• Only 27% of employees strongly believe in their company's core values.
• Roughly 33% of employees don't believe their company's core values align with their personal values.
• And 19% don't understand their company's core values or don't know them. 

When values aren’t clear or authentic, they become just another corporate buzzword. And that disconnect can hurt culture, hiring, and even performance.

Why company core values impact hiring, engagement, and growth

Top leaders likeLarry Fink of BlackRock and Cyrus Taraporevala of State Street Global Advisors assert that profit and purpose are inseparable. Cyrus even noted that "intangible assets such as culture average 52% of an organization's market value.

That’s because your core values influence:

• Who you hire — Nearly half of job seekers consider company values before applying.
• Employee engagement — People who align with company values are more motivated and productive.
• Customer experience — Teams that live their values deliver better service and consistency.

If you hire someone who doesn’t align with your core values, it’s only a matter of time before that mismatch impacts your culture. Hire the right people, and those values naturally show up in everything they do — from how they work to how they treat customers.

How to write core value statements (step-by-step)

There’s no one-size-fits-all way to develop company core values. But here’s a simple, collaborative process we use at Trainual — based on the “diverge-and-converge” technique.

Step 1: Brainstorm as a team

Gather your key leaders or stakeholders. Give everyone sticky notes and 10 minutes to jot down what your company stands for and what makes it unique — one idea per note.

Step 2: Group and sort ideas

Post them all on a wall, then group similar ideas together. You’ll start to see patterns and themes emerge.

Step 3: Narrow down what's true

Ask yourself:

• Are these values true for everyone on the team?
• Are they true of new hires you want to bring in?
• Do they genuinely represent who we are today (not just who we want to be)?

Remove anything that doesn’t feel authentic. Aim for about five strong values that are true, timeless, and actionable.

Step 4: Make them visible and repeatable

Once finalized, weave your core values into everything: your hiring process, onboarding, internal documentation, and recognition programs.

At Trainual, for example, our values are everywhere — in our hiring conversations, our office walls, our website, and of course, our Trainual content.
We even hand out monthly awards to teammates who exemplify them.

How to make your core values mean something (with real examples)

Coming up with core values is the easy part. Making them meaningful takes work.Here are three ways to make sure your company values actually stick.

1. Be authentic, not aspirational

Your core values should be unique to your company as it is today.
Avoid recycling the same buzzwords every Fortune 500 company uses.

Did you know 55% of Fortune 100 companies claim “integrity” as a value, and 49% say “customer satisfaction”? Those are fine, but they’re not you.

Example: Volkswagen once listed honesty as a company value — then was caught falsifying emissions test data. The lesson? If it’s not authentic, it’s not a value.

On the other hand, Billie, the razor company, gets it right. One of their values is a zero-tolerance policy against racism and systemic oppression. They back it up by donating 1% of revenue to global causes empowering female-identifying BIPOC communities.

When your values are authentic and actionable, they’ll differentiate your brand and drive loyalty.

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2. Embrace the process (it's ongoing)

Defining core values isn’t a one-time project — it’s an ongoing commitment.

Your core values should evolve with your company. Revisit them regularly and ask, “Do these still reflect who we are now?”

Example: Parade, the underwear brand, didn’t just claim sustainability. The company publicly committed to becoming carbon-positive by 2025 and outlined a detailed roadmap for how to get there. Whether they’ve fully reached that goal or not, they’ve put a clear target on the board and are actively working toward it. And people respect that. Because real values aren’t about perfection — they’re about accountability, progress, and doing the work.

At Trainual, we constantly check whether our values still resonate as our team grows. It’s how we ensure they continue to guide—not just decorate—our culture.

3. Infuse those values into everything you do

From the CEO to the newest hire, everyone should live your core values daily.
If someone falls short, address it right away. Accountability protects your culture.

For instance, if one of your values is “Show up ready” (like ours at Trainual), that means showing up prepared for every meeting, every project, every time.

If someone misses the mark, don’t ignore it — coach them back to alignment.
Because when one person disregards a core value, others will think it’s optional.

Consistency is key. When your team upholds your values together, they become more than just idealized words — they become part of your company’s DNA.

Core values FAQ:

Q: What are the 5 core values most companies have?‍

Integrity, accountability, respect, teamwork, and innovation—but your values should be unique to your culture.

Q: How do you define core company values?‍

By identifying behaviors and beliefs that guide how your team works, makes decisions, and treats others—then documenting them clearly.

Q: How many core values should a company have?‍

Typically 3–7. Enough to define your culture but few enough to remember.