Written By Catriona Hearth
MSc Occ Psych, MBPS
JQA Lead Associate Psychologist
Much has been said about the shifting world of work. Change and disruption is everywhere – geopolitical instability, AI breakthroughs, rising employee expectations. But amidst the noise, one truth remains: Your values could be your biggest competitive edge.
Recent industry articles emphasise that those businesses that can adapt quickly to constantly changing circumstances can attract better quality talent than their competitors, as well as improve productivity and drive innovation as a result. The key? Organisational values that mean something and can be used as guiding principles in decision making – they are the constant.
Back in the ’90s, the link between individual and organisational values was already a hot topic. My MSc dissertation on ‘Measuring person-organisation fit through the identification of values, and their application in the recruitment process’ was considered groundbreaking within the NHS at the time. Fast forward to 2025, and companies are still investing heavily in defining their values – but in today’s VUCA/BANI/TUNA world, can values keep up?
“Values are like fingerprints. Nobody’s are the same, but you leave 'em all over everything you do” -Elvis Presley
Absolutely – if done right.
To borrow a quote often attributed to Elvis Presley, “Values are like fingerprints. Nobody’s are the same, but you leave ’em all over everything you do”. And that is exactly the point. Values are not just corporate wallpaper. When they are clearly defined, deeply embedded, and authentically lived, they become the foundation of culture, decision – making, and performance. In fact, a 2024 Forbes article highlighted that during times of change, strong values become a critical lever for leaders to drive business results. It is clear that the careful integration of values with the strategy, mission, and goals of an organisation have a direct and measurable impact on scalability and profit.
But here is the challenge: it is no longer enough to plaster bland values statements on your website. Today’s employees – especially Gen Z – are seeking alignment. They want to work for organisations whose values mirror their own, where culture is more than talk, and purpose is part of the everyday. The challenge for organisations, then, is how to move beyond superficial messaging about purpose and values to attract and retain talent. Leaders must not only articulate but embed organisational values deeply into their operations, so much so that these values become a core part of the employee experience. Organisations and their leaders need to ensure a more transparent approach to employer branding that showcases how these things are brought to life, and that they are reflected in the reality of working in the organisation, not just buzzword values on the website.
This means leaders must go beyond storytelling and start story-living. Real values are easily evident in how people are hired, how decisions are made, how leaders behave, and how organisations respond when the pressure is on. That is when values truly become a differentiator – not just for engagement, but also for performance and profit.
In 2025 and beyond, the most successful organisations will be those where values are visible, lived, and aligned at all levels of the organisation. When core values are truly ingrained in your way of doing business, every decision will be made with those values in mind.
At JQA, we like to practice what we preach. We are driven by purpose, underpinned by clearly articulated values that resonate and inform our strategic and day to day decisions. We empower organisations and individuals through expert insights to identify and nurture leadership talent fostering sustainable success and lasting impact. Together with individuals, businesses and local communities, we drive positive change and create meaningful long-term success in an increasingly complex world. We value:
Partnership – collaborating with mutual respect and inclusivity. By working together, we build strong, sustained relationships that improve lives, create value and deliver lasting shared benefits.
Excellence – we are committed to rigorous, research- backed methods and draw on deep expertise to deliver meaningful impact. Our focus on quality ensures our solutions are thoughtful, effective and held to the highest standard.
Empowerment – through strategic insight, we unlock human potential; empowering individuals and businesses with the confidence, capabilities and clarity they need to thrive in a constantly evolving world.
Integrity – trust is at the heart of everything we do, guided by authenticity, transparency and ethical practice. We create safe spaces for honest dialogue and transformative change, grounded in respect for human dignity and confidentiality.
Look out for upcoming articles on how we bring these values to life, and how they differentiate our practice.