How Do You Unite Teams Around Shared Values?

In this article, let’s explore why shared values matter so deeply, and how they can transform your company into a thriving ecosystem of collaboration and innovation. You’ll also find real-life examples and inspiring testimonials that show how values shape the everyday life of high-performing organisations.

Shared values: far more than a corporate slogan!

Before anything else, let’s clarify what we mean by shared values. They represent your company’s essence—the glue that binds teams together and gives meaning to their work. Every organisation has its own.

In a world where employee engagement has become one of the biggest concerns for businesses, shared values are a powerful compass. They guide everything: strategic decisions, daily interactions, and the way talents collaborate.

Deloitte’s 2023 Global Human Capital Trends report highlights the growing importance of company culture and shared values in an ever-changing world. More than 80% of organisations now consider purpose, culture, and belonging essential to navigating a BANI environment.

Why unite teams around shared values?

Here lies the heart of the matter: the tangible benefits of shared values—the thread that ties people together.

Strengthening team cohesion

In an era of remote work and distributed teams, shared values act like an invisible bond that keeps everyone aligned. Whether talents sit in Paris or Tokyo, they feel part of the same collective mission. Shared values shape a strong corporate identity.

Attracting and retaining top talent

And this identity matters—especially to Millennials and Gen Z, for whom a company’s values are non-negotiable. According to a 2021 Glassdoor study, 77% of candidates assess a company’s culture before applying.

Creating meaning and engagement

When people recognise themselves in their company’s values, their work carries deeper meaning. Authentic engagement follows—boosting productivity and creating a more positive workplace atmosphere.

How do you unite teams around shared values?

Now, let’s get practical: how do you turn your values into a true engine for cohesion (and not just a beautifully framed poster in a hallway)?

Involve employees in defining the values

Nothing is more counterproductive than pretty words that no one embodies. Invite teams to shape the values themselves—authentic values rooted in your company’s DNA. This collaborative approach builds ownership from the start. This is exactly how things unfolded at Châteauform’. We began as a humanist company—but our official values were defined a few years later, collectively, by the talents who were part of the adventure. And we live them every day.

Communicate regularly

Values shouldn’t be collecting dust in a drawer. Organise workshops, seminars (and yes, we’d be delighted to help 😉) to anchor these values in everyday life. At Châteauform’, our six shared values are embodied through our management practices and reinforced through our rituals. Our six values are: Love of the Client, Boldness & Initiative, Loyalty & Honesty, Grow & Help Grow, Family Spirit, Performance. For instance, “Love of the Client” is brought to life through our inverted pyramid, placing the client at the very top. And through one of our signature rituals, Retour aux Sources, where talents from our Family Houses (head offices) spend one week a year working in the field alongside operational teams—because everything starts on the ground.

Live the values every day

Exemplarity isn’t optional. Leaders and managers must be the first ambassadors of the company’s values. Coherence between words and actions is crucial to avoid cynicism. This is why, at Châteauform’, leaders aren’t simply leaders—they’re Servant Leaders, devoted to supporting their teams. They embody our values daily.

Another example:
“At Ben & Jerry’s, our social justice values aren’t just statements. We live them—through our marketing campaigns and the way we treat our employees.”
– John, Marketing Manager at Ben & Jerry’s

Values should infuse every corporate process—from recruitment to performance reviews. At Salesforce, for example, trust and innovation are integrated into the evaluation system, ensuring employees are assessed not only on results but also on how they embody the company’s values.

Inspiring examples

Patagonia

A classic benchmark when it comes to strong values and environmental commitment. Patagonia aligns business with convictions—even slowing its own growth to protect its ecological commitments.

Testimonial: “At Patagonia, we live our values every day. Whenever I talk to a client or make a decision, I know I’m contributing to something bigger than myself.”
– Sarah, Patagonia employee

Danone

Under the leadership of former CEO Emmanuel Faber, Danone highlighted its social and environmental responsibilities and became a Mission-Driven Company in 2020. This transformation strengthened employee engagement and boosted employer branding.

Testimonial:“Since Danone became a Mission-Driven Company, the way we approach projects has changed completely. We now have a moral compass guiding us.”
– Marc, Danone employee

Châteauform’

Also a Mission-Driven Company since December 2022. From day one, Châteauform’ was built around strong values of human care. People have always been at the heart of everything we do—and still are, reflected in our mission: “Only a company that puts humans at the heart, respects life and local ecosystems, has the power to transform our world in a lasting and harmonious way.”

The benefits of a shared-values culture

• Higher talent retention :  a strong culture attracts and retains top talent, reducing turnover. A 2022 LinkedIn study showed that companies with strong shared values cut their turnover rate by 50%.
• Greater resilience in times of crisis : companies rooted in clear values navigate crises more effectively. Values support tough decisions and help teams stay aligned.
• A productivity boost : shared culture nurtures intrinsic motivation, encouraging collaborators to go above and beyond.

Testimonial from Magaly Gaudin, Head of Human Richness at Châteauform’, from the white paper Corporate Culture: What Employer Branding Doesn’t Tell You…: “A clear, strong, shared culture truly creates the conditions for Talent engagement… and therefore sustainable performance!”

Live your values — or nothing at all!

Ready to bring your teams together around shared values? Remember: values aren’t meant to be recited like a mystical mantra during meetings. They should live, breathe, evolve—and sometimes even reinvent themselves.

And if one day you wonder whether your values are really shared, you know what to do: organise a team-building experience at Châteauform’. Nothing brings values to life like a company event where they can be embodied, shared, and celebrated!