As a construction company owner, you're the architect of your business's vision and culture. But some of the foundation often needs to catch up in the hustle to improve services, chase sales, and keep the lights on. Core values—those guiding principles that shape your company's identity—are more than words on a wall or a statement in a handbook.
Getting leads and doing the work is only part of the answer. Not answering them and acting on the knowledge is why many construction companies wither and die. They focus on the wrong areas to innovate or improve. They focus on the wrong enemy and threat. As a result, they need to catch up on what they could be doing to succeed and prosper over time.
Is the elevator pitch you used a year ago – even six months ago – still accurate? Unless you are crystal clear on who you are as a construction company, whom you're here to serve, and what you hope to achieve in the next one to three years, it will be hard to come up with meaningful goals.
These aren't just buzzwords to sprinkle throughout your website—your business's core values can act as the compass for your business, sharpening much about it. If your brand needs tweaking to reflect where your construction business is today and where you want it to go, start there.
Let's dive into why core values are critical to your entrepreneurial journey.
1. Core values establish a company culture.
A company without defined core values is like a boat without a rudder—adrift without direction. Sure, you're moving, but where?
Core values foster a sense of identity and purpose
Your core values anchor your company's culture. They define your company's personality. When employees understand and live these values, it unifies them.
Guide decision-making and conduct
Values should be your company's moral compass, setting the course for how you want your team to operate in every situation. From difficult decisions to everyday choices, they help your team stay true to the company's ethos.
2. Attract and retain talent.
In a competitive job market, your company's values can attract like-minded individuals.
Appeal to employees who align with the values
Millennials, and now Gen Z, not only seek employment but also meaningful work. They are drawn to companies whose values match their own. When you promote your business's core values, you'll find it easier to recruit those who are best suited for your team.
Increase employee engagement and loyalty
Employees who connect with your values are more likely to be engaged in their work and committed to the company's long-term success. This engagement translates to higher levels of staff retention, and engaged employees are much less likely to look for a job at other companies.
3. The currency of trust: build trust and reputation.
Consumers want to buy from companies they believe in.
Demonstrate integrity and authenticity
When your core values drive your business practices, you stand out as a company that's not just about profits but about people and principles. This authenticity in business operations builds a strong foundation of trust with your customers.
In a world of cynicism, displaying your core values shows that you mean what you say.
Enhance customer trust and loyalty
A company that walks the talk regarding values will create loyal customers who return for repeat business and refer others to you.
4. Provide a framework for decision-making
One of the trickiest parts of leading a business is knowing which opportunities to chase and which to pass up.
Help plan actions and initiatives
Clear core values make evaluating opportunities easier and aligning them with your company's long-term strategies.
Guide strategic planning and goal-setting
Strategic plans also benefit from a values-driven approach. Your values help you set more meaningful, impactful, and achievable goals that resonate with your business mission.
5. Drive business success.
Ultimately, businesses are run by people. And it is people, working together under common values, that power growth and success.
Create a cohesive and aligned team
When everyone's values align with the company's, you create a culture of respect, understanding, and support.
Set the foundation for long-term growth and sustainability
A business founded on strong core values can withstand market challenges and changes in leadership. It's the foundation for building a resilient, adaptable, and sustainable business.
In the construction industry, where safety, teamwork, and accountability are of utmost importance, having a set of core values can help establish a healthy and productive work environment, build trust among team members, and ensure that all stakeholders are aligned toward a common goal. Core values can also help attract and retain top talent, as employees who share the same values as the company are more likely to be engaged and committed to their work.
In conclusion
Integrity is the overarching essence of core values. Core values are not mere internal branding nor a dusty document to be rolled out during public relations crises. They are the heart of your construction company.
In crafting core values and integrating them into your business strategy, you're not just creating a checklist of moral standards; you're shaping your company—its culture, impact on the world, and its legacy.
In every action, every decision, and every interaction, your values should be the guide that keeps your construction business on course.
So, if you haven't already, now is the perfect time to sit down with your team and chart the values that will define your business.
PS
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About The Author:
Sharie DeHart, QPA, co-founded Business Consulting And Accounting in Lynnwood, Washington. She is the leading expert in managing outsourced construction bookkeeping and accounting services companies and cash management accounting for small construction companies across the USA. She encourages Contractors and Construction Company Owners to stay current on their tax obligations and offers insights on managing the remaining cash flow to operate and grow their construction company sales and profits so they can put more money in the bank. Call 1-800-361-1770 or sharie@fasteasyaccounting.com
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