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Purpose and Values: Positively transform your organisation’s culture with meaning

2 November @ 9:30 am - 4:00 pm

Core Values and HR

Jumeirah Lowndes Hotel, Knightsbridge, London


This event is now complete


Core Values and HRA higher sense of purpose and clearly defined values can positively transform your organisations culture and provide meaning to all stakeholders.

The clearer you are at defining who you are and what your organisation stands for, the more fulfilled your colleagues are likely to be and the stronger your brand will grow in stature and trust. It’s now common knowledge that Millennials want to work for organisations that align with their values but a strong sense of purpose combined with an ethical code inspires all generations of staff, suppliers and customers. When employees identify with an organisations purpose and share its core values they are more likely to feel empowered, engaged and entrusted. A shared sense of purpose and set of values can shape a behavioural framework that enables an organisation to realise its brands vision. If you do not clarify and communicate your purpose and values, your culture may suffer and jeopardise its prospects of success.
This is an interactive and inspiring course to help shape your organisations persona by identifying a higher purpose and establishing the values that will relate to each employee at every stage of their relationship with the organisation.

Who's it for?

  • HR or recruitment professional
  • Business owner or entrepreneur
  • Director, senior executive
  • Marketing professional concerned with in employee performance

Eight key things you will learn on this course:

Identify a higher sense of organisational purpose

Define the values that will support your purpose

Determine your organisation’s personality
Describe the behaviours and expected outcomes of your values
Consider Values Systems including Maslow, Jung and Graves
The essential role of champions and ambassadors
Write a 'Purpose & Values Statement'

Create a cultural transformation action plan


09:30 Coffee and registration
10:00 Session 1: Define

  • Why do we need purpose and values?
  • Consider values and cultural transformation systems
  • Determine your meaningful purpose using personality archetypes
11:00 Morning Refreshments
11:15 Session 2: Create

  • Leaders personal beliefs and values
  • Company values health check
  • Four types of organisational values
12:30 Lunch and Discussion
13:15 Session 3: Align

  • Adding personality to your values
  • Assign behaviours to your values
  • Write a purpose & values statement
14:30 Afternoon Coffee
14:45 Session 4: Transform

  • Communicate your purpose and values through storytelling
  • Transform your culture through experiences and brand touchpoints
  • Cultural transformation action plan
15:45 Conclusions and Action Planning

Trainer: Paul Hitchens

Paul Hitchens is a highly experienced marketing and brand consultant and the co-author of Create the Perfect Brand (2010) and Successful Brand Management (2014), ‘teach yourself’ guidebooks to branding. He has extensive experience in branding, including manufacturing and service brands, and has created and implemented brand strategies for new business ventures, start-ups and established organisations. After a successful agency career that included an award-winning recruitment campaign at the PA Consulting Group and Automotive Branding at Wolf-Olins, he became a founding partner of the brand consultancy Verve Interactive Ltd.

Paul is a member and course director with the Chartered Institute of Marketing (CIM) and has lectured at the Henley Business School, presenting the brand module for the MSc in strategic marketing leadership. He has contributed articles on branding to business journals including Management Today and Start Your Business magazine and has been interviewed on both television and radio regarding corporate branding.

As well as consulting, Paul currently delivers Symposium training workshops on employer branding and brand experience for HR professionals.

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Purpose and Values – 2 November 2017£399.00

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Who's Attending

One person is attending Purpose and Values: Positively transform your organisation’s culture with meaning

  • Sally Richardson