Everything about your brand tells part of your story, whether it’s your mission statement or messaging shared through social media content. But the foundation for your brand is established in your values statement.
Your values statement shows the public your priorities and principles, and it should be an accurate representation of your organization. It is also increasingly important to consumers and job-seeking talent that organizations’ values statements reflect a commitment to social responsibility.
Following are some key considerations when crafting a socially responsible values statement.
Be honest about social efforts such as diversity, equity and inclusion (DEI) initiatives, and be transparent about where you’ve fallen short in the past. This demonstrates to your audience that you recognize shortcomings and you’re striving to do better based on a concrete strategy.
Here’s one example of related text could appear in a values statement:
“We’ve long cared about social justice in our community, but we recognize we could do more through our philanthropy. That’s why we’re focusing on an improved set of values through critical areas that include:
- Focusing our charitable outreach on local efforts and community engagement.
- Amplifying the voices of underrepresented communities by increasing women, minority and LGBTQ+ representation among management.
- Improving understanding and respect among a diverse workforce through sensitivity training.
Through these endeavors and beyond we strive to shine as an example of social equity within our industry.”
This is an abbreviated example, but it conveys the essential aspects of communicating awareness of an organization’s social responsibility. A growing number of consumers demand that brands be transparent and purpose-driven, and they want to see this purpose in action.
Tell and Show
It’s one thing to compose your values and share them. But your words must be supported with action.
Have you taken steps to improve your organization’s DEI? Has your brand partnered with a local non-profit to give back to the community?
Share your social undertakings and incorporate information about them into your values statement. For instance, if diversity hiring was a priority explain your goals and tell how you achieved them:
“Our diversity hiring initiative helped us amplify voices that are too often silenced. We identified underrepresentation among our workforce and took steps to improve diversity at every level within our organization. Today, 25 percent of our leadership team is comprised of women, minorities and LGBTQ+ individuals. We continue to strive for greater equity and representation among our workforce.”
If you partner with charitable groups, detail your involvement. Did you help a food bank achieve donation goals? Or aid a local animal shelter in meeting fundraising benchmarks?
The Benefits of a Socially Responsible Values Statement
There are several advantages to focusing your company values statement on social responsibility. Two-thirds of consumers, for instance, will spend more to do business with sustainable brands. Over 80 percent of millennials even expect their brands to be publicly open about their values.
Research also indicates that people are willing to work for companies that pay less if they view them as socially responsible. A values statement that showcases a socially responsible brand can also accomplish the following:
- Improve public image
- Increase employee satisfaction
- Build brand loyalty
- Create brand differentiation
- Reduce employee turnover
The benefits of being a values-driven organization are so significant that more than 90 percent of the 250 largest companies in America release annual reports about their social efforts. When your company values statement showcases a business that cares about others, consumers will grow to trust and respect your brand.
A values statement is a vital component of your content marketing strategy. To learn more about how PowerPublish’s network of accomplished freelance writers can help refine your values statement or fulfill your other content marketing needs, connect with us today.