Does your company have a set of core values? Creating a list of core values is usually a priority for young companies. Here’s why they matter:

• Job seekers are doing their homework on the identities of the companies they are applying for and deciding whether or not these companies hold values that align with their own. Core values work as recruiting and retention tools.
• There’s a lot of competition out there, having a set of specific core values that speak to the public can make your company’s identity stand out. Core values educate partners and customers about what matters to the company.
• Values help companies in the decision-making processes. For example, if a core value is to stand behind the quality of your products, any products not reaching your standards can be eliminated.

Are you ready to build your list of what matters most to your company? One piece of advice: Cookie-cutter values won’t help you stand out.

In fact, according to the Harvard Business Review, 55% of all Fortune 100 companies claim integrity is a core value, 49% espouse customer satisfaction, and 40% tout team-work. While these are great qualities, they hardly provide a distinct blueprint for employee behavior.

So take your time, stay true to what matters, and ensure your list accurately represents  your unique operation. Here are some companies with excellent core values: Salesforce, Basecamp, Warby Parker, Zappos, and REI.

Good luck!