Reinforcing Company Culture and Values During COVID-19

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How organizations are supporting employees, customers, and the community in a time of crisis

Only 23% of employees in the U.S. feel they can apply their organization’s values to their daily work. This implies that while businesses’ core values may exist, very few put these values into practice when it counts.

How companies react in times of crisis, including COVID-19, will define them for years to come. Here are some ways that organizations can reinforce a strong culture, communicate their values, and get buy-in for both.

Taking care of employees

Companies that follow their core values and inspire employees are 3.7 times more likely to be industry leaders. These are some of the tactics organizations are using to put employees first during the pandemic:

Paid leave

Large corporations such as Target, UPS, and Lowe’s are technically exempt from the Families First Coronavirus Response Act, which requires employers to provide paid sick leave. But these companies offer this benefit anyway, giving workers up to 40 days of fully paid leave with an official diagnosis.

Living-expenses stipend

Implementing company values may involve considering the ways COVID-19 is impacting employees outside the office. Many of them probably have extra expenses and are taking care of family members more often.

One of Guideware Software’s values is “valuing each others’ wellbeing over the crisis of the moment.” As a result, they cover 50% of two family meals weekly for employees who order delivery from a local restaurant.

Clear and compassionate communication

Unfortunately, layoffs and furloughs are the reality many companies are facing. Nevertheless, how these cutbacks are handled will have a dramatic impact on the brand.

Were layoffs the last resort? Did executive team members make other cuts before reducing the wages and hours of subordinates? Were employees laid off with compassion and honesty? Did the organization provide employees with resources to handle unemployment and job hunting?

Taking care of customers

62% of consumer decisions are affected by a company’s values and authenticity. How you reflect your values externally is just as important as how you reflect them internally.

  • Refunds, cancellations, and special accommodations: With double-digit unemployment, many individuals don’t have sufficient income, so many organizations are helping alleviate the pressure. Bank of America, for example, is refunding overdraft fees, deferring mortgage payments, and suspending foreclosures. U-Haul is offering displaced students a month of free storage while rentals are stalled. Hertz is offering free rentals to healthcare workers in some of the hardest-hit cities.

  • Production changes: Companies are also accelerating or starting production on items critical to the pandemic, such as face masks and ventilators. Johnson & Johnson donated 10,000 pairs of goggles to healthcare workers, 3M imported 166.5 million masks, and Nike converted parts of its factories to produce respirators and face shields.

Taking care of the community

When companies support local, national, and global communities, they can live their core values and prove to employees and customers that they care enough to put sentiment into action.

  • Donations: Organizations are giving back with resources to take care of those most impacted by the pandemic. For example, PepsiCo donated $45 million in support packages to affected communities, which included meals and PPE. Allstate also gave half a million dollars to the National Network to End Domestic Violence for those quarantined in abusive situations.

  • Resources and education: While money is helpful, it’s not the only option. Companies can make a difference by donating their services. Audible, knowing that parents are struggling to keep kids occupied and engaged during lockdowns, offers free stories and audiobooks for kids and teens.

Are you living by your core values?

How you express your company culture and values during times of crisis will be remembered by your employees, customers, and the community. These are just some of the ways organizations are reinforcing their culture, but there are so many others.

What matters most is your commitment to consistently acting in ways that reflect and support your organization’s values.

Carrington Legal Search is celebrating 20 years in business: we were in the trenches with our clients during 9/11 and 2008. We partner with our clients to identify leaders and mission-critical talent to shore up and grow companies even during the most challenging times. We are here for you! To make our nationwide network work for you, get in touch at 512-627-7467 or email carrie@carringtonlegal.com.