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Culture, culture, culture… Do your values really reflect reality?

ANDn the sales sector, it is known that customer satisfaction depends a lot on the adequacy that exists between the expectations that they had regarding a product or service, and how their experience has been once they have purchased it. There is a phenomenon known as buyer's remorse, which occurs when a consumer is not satisfied with what they have bought or contracted, because it is not what they expected. We can improve corporate values to avoid this.

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Well, exactly the same thing happens in the field of personnel selection. The level of satisfaction of new employees It will depend a lot on the correlation between the expectations they had when they started working in the company, and the reality they have found. Yes that correlation expectations vs reality is low, or even null, we may be facing a phenomenon of candidate regret, which could lead to leaving the company.

It is clear to us, then, that one of the requirements for companies to be able to hire and integrate talented employees into their work teams is that there be a good match between what the candidate expects and what the company offers. And it is at this point that factors such as the company's culture and values come into play.

Corporate values and their importance in the current environment

Corporate values are those principles that inspire and guide the way the company works at all levels, and derive directly from the corporate culture. They help improve the image of the brand abroad, and are also very useful when it comes to attracting and retaining talent.

It is precisely its ability to attract talented employees, which means that culture and values are not always used correctly, because many companies tend to exaggerate those principles on which they base their activity. Why do they really do it?

Because the data does not lie. Numerous surveys have shown that workers attach great importance to corporate values and they prefer to work in companies whose principles of action they identify with. In fact, many would be willing to charge a little less if, in return, they could have a position in a business with which they truly identify in terms of values and culture.

An increasingly common phenomenon

Corporations know that values have become one more tool to attract good candidates and they do not hesitate to use them to “selling” themselves as employers. However, the halo effect soon wears off.

The candidate accepts the position offered because, in addition to being interested in the working conditions, considers that the company is governed by principles with which it identifies. But, a few weeks later, the veil has been removed and the new worker has realized that the organizational culture that he liked so much is nothing more than a dead letter. At the moment of truth, the company applies few or none of the dynamics that would be expected in it if it defends certain values. It then generates a significant feeling of discontent which may lead to voluntary resignation from the job.

An employee who leaves because he is not satisfied with how the organization manages its values is not just a worker who has left his position, he is someone who will leave a public record of what he has experienced. 

Therefore, when the company exaggerates its values to attract candidates, it may end up facing an increase in the rate of abandonment and, in addition, a external reputation crisis.

This situation that we are describing is not something exceptional, but it is more and more frequent and occurs in some sectors more than in others. 

A practical example of corporate values and the misuse of business culture

Let us imagine that there is a company that is looking for telemarketers for the customer service of brand X. As wants to attract the best candidates, do not hesitate to exaggerate your values in your job offer.

Candidates believe they have the opportunity to work in a corporation that has put the customer at the center of everything and that seeks to improve their experience. They feel identified with these values, since their purpose as call center professionals is to ensure that customers receive good service.

After the selection process, the company decides to hire candidate A, who signs his contract a few days later and starts working. In a short time, he realizes that the company is not acting in a way that allows him to be respectful of his values, but quite the opposite.

Employee A is required to answer as many calls as possible per hour, not to extend conversations with each client for more than five minutes and, in addition, to try to sell some additional product to the one the client has already contracted. This goes totally against those values that defended the improvement of the consumer experience. And, if employee A had known how things really were, not only would he not have accepted the position, but he would have he would not have presented himself as a candidate.

This is an example of how companies can misuse culture and values, using them as a lure to attract talent. 

It is useless to extol values and principles that at the moment of truth are not taken into account. This only manages to attract a talent to the organization that ends up dissatisfied and leaves.

The proposal of corporate values for the employee

The key so that companies do not make this mistake that we have seen, is to adopt a much more realistic approach when launching their job offers and trying to attract talent. 

Each company must create its own value proposition for the employee (EPV), it is even possible that this proposal is different depending on the position to be filled, even if it is the same company. In any case, the objective is to be able to communicate the culture and values of the company during the selection process, but always from a transparent and honest point of view.

Know the gaps that exist in the culture of corporate values

No company complies with its corporate culture and values 100%. There are what we can call gaps or deviations, behaviors that deviate from that ideal reality posed by the organizational culture.

Well, the first thing that the organization that wants to make a value proposition for the employee has to do is detect those gaps, so as not to end up including in the EPV issues that do not correspond to reality.

In addition, this gap detection work is also very useful for the company to know when it has deviated from respecting its principles of action and to be able to adopt measures to solve it.

Clarity when exposing the organizational culture

If the company analyzes its real situation in terms of compliance with its culture and values, it will be able to make an EPV that is clear when exposing those aspects that are being respected.

In this way there will be a almost perfect balance between what the candidate expects when you start working in the company and what is really going to be found.

Work environment

The employee's value proposition goes beyond the business culture, it must also refer to other aspects that are taken into account by the candidates before applying for a job and accepting a job if they are. chosen for it.

The work environment is closely related to company culture. The more this is fulfilled, the easier it will be for the work environment to be positive, because the employees will be happier with what they do and will be more productive.

Professional development

The company uses its culture and values as a means to grow, but it must not forget that its employees also want to grow personally and professionally. Hence the need for the EPV to provide for the professional or career development of employees. It's not just about what is being offered to new workers now, but about what can be offered for the future: training, promotion possibilities, etc.

Salary and employment benefits to improve corporate values

Last but not least, the employee's value proposition must include the expected compensation for the position and other employment benefits to which they will have access. The latter may or may not have an economic content. For example, flexible hours, or that the company pays private health insurance to employees.

There are many factors that drive a person to work or leave a company, but company culture and values are emerging as increasingly important elements in this matter. So it is important that corporations are totally honest when exposing them, only in this way will they be able to attract the talent they

need and make sure new hires won't want to leave after a few weeks.

Identify the adjustment of the future employee with Hirint, thanks to our tests you can find out how well the future worker adjusts to the job vacancy. You want to know more? book a meeting here

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