In an earlier LinkedIn post, I mentioned that I attended the Puget Sound Business Journals’, “2026 Outlook” summit. One theme that stood out across the panel was that values are not aspirational, they are operational. Alaska Airlines CEO, Ben Minicucci, captured this well when he shared that hiring the best people who emulate a company’s values matters most because skills can be trained, while values cannot. He also emphasized focusing on what leaders can control, including people, vision, and values, rather than external pressures like fuel costs.
In my experience, organizations without clearly defined values still operate by values, they simply have not chosen them, and this often shows up in both employee and customer experience. Panelists reinforced this connection, with Kaiser noting that organizations prioritizing employee health and well-being see stronger productivity, and BECU’s CEO describing how the organization is using AI to eliminate low-joy, repetitive work while committing to reskilling and redeploying employees rather than displacing them.
The discussion also touched on the evolving nature of work, from CBRE’s observation that Bellevue’s growth is outpacing Seattle due in part to policy impacts, to candid conversations about hybrid work, return-to-office pressures, and the K-shaped economy, which has disproportionately affected employees facing longer commutes and rising costs.
How Values Strengthen Your Employee Value Proposition and Power the Entire Employee Life Cycle
Company values are often displayed prominently on websites, career pages, and office walls. Yet too often, those values stop there. A colleague of mine recently sent me a post that read, “Company culture is not words on a wall. It’s how people feel on a Sunday night.” When values are treated as branding rather than business drivers, organizations miss a powerful opportunity to attract, engage, and retain top talent.
Strong companies understand that values must be deeply integrated into the employee value proposition and consistently reinforced throughout the employee life cycle. From recruiting to retention, values influence how employees experience your organization every day.
Values as a Core Component of the Employee Value Proposition
The employee value proposition is the promise an organization makes to its employees. It encompasses compensation, benefits, growth opportunities, culture, leadership, and purpose. Values are the connective tissue that ties these elements together.
When values are clearly defined and consistently practiced, they answer critical questions for candidates and employees alike:
- What behaviors are rewarded here?
- How are decisions made?
- What does success actually look like?
- Who thrives in this organization and why?
Research consistently shows that candidates prioritize purpose and alignment. Many job seekers are willing to accept lower compensation in exchange for meaningful work and values alignment. Organizations that integrate values into their employee value proposition stand out in crowded markets and attract candidates who are more engaged from day one.
To assess whether your values are clearly reflected in your employee value proposition, schedule a complimentary consultation with Big Wave Recruiting.
Embedding Values Throughout the Employee Life Cycle
Values should not be introduced once during onboarding and forgotten. They should shape every stage of the employee experience.
Values in Recruitment and Hiring
The hiring process is often the first real test of company values. Job descriptions, interview questions, and recruiter interactions all communicate what the organization truly prioritizes.
Organizations that hire for values alignment experience stronger retention and better performance outcomes. Behavioral interview questions tied directly to core values help ensure candidates are not only qualified but culturally aligned.
When values guide hiring decisions, organizations reduce misalignment, minimize early turnover, and build stronger teams.
Values During Onboarding and Early Employment
Onboarding is where values move from theory to practice. New hires quickly observe whether stated values are reflected in leadership behavior, communication, and expectations.
Effective onboarding programs reinforce values by:
- Clearly explaining how values guide decision-making
- Connecting values to role expectations
- Demonstrating values through leadership actions
- Encouraging early feedback and open communication
When employees experience alignment between what was promised and what is practiced, trust forms early and engagement increases.
Values and Performance Management
Performance management systems reveal what an organization truly values. If performance evaluations reward only output while ignoring behavior, values become irrelevant.
Organizations that successfully embed values into performance management:
- Tie evaluations to both results and behaviors
- Recognize employees who model values consistently
- Address behavior that conflicts with stated values
- Train managers to lead through values-based coaching
This approach reinforces accountability and creates a culture where values influence daily decisions, not just annual reviews.
Values in Engagement, Retention, and Leadership Development
Employee engagement is directly linked to values alignment. Employees who believe in their organization’s values are more committed, more productive, and more likely to stay.
Values also play a critical role in leadership development. Promoting high performers who do not model company values undermines culture and erodes trust. Organizations that integrate values into leadership criteria protect their culture as they grow.
Retention improves when employees feel connected to a mission larger than themselves and see leaders consistently embody that mission.
Values-Driven Organizations Win in the Talent Market
In a labor market where candidates have choices, values-driven organizations gain a competitive advantage. They attract candidates who self-select for alignment, reducing friction and turnover. They build cultures that scale without sacrificing integrity. They develop leaders who reinforce trust rather than erode it.
Most importantly, they move beyond performative branding and create employee experiences that match their message.
Final Thoughts
Company values are not slogans. They are strategic tools that shape culture, performance, and long-term success. When values are woven into recruitment, onboarding, performance management, and leadership development, organizations create clarity, alignment, and resilience.
The question is no longer whether values matter. The question is whether your organization is living them.
Schedule a complimentary consultation with Big Wave Recruiting to ensure your values are working as hard as your people are. Our team partners with organizations to attract, hire, and retain talent that truly aligns with who you are and where you are going.
