From Principles to Practice: Embedding Purpose and Values into Workplace Culture

Insights From Shane Ashby-Roche, Head of Organisational Development and Culture at the White Company; Ali Rees, Head of People for Audiology at Specsavers; And John Randall, Global Culture and Engagement Specialist at Swissport.

What does it really take to move purpose and values off the poster and into the pulse of an organisation? On the Organisational Culture stage at this year’s Employee Engagement Summit, a dynamic panel took on that challenge – and left us with a fresh perspective on what authenticity in culture truly means.

Moderated by Nick Brice, the session brought together Shane Ashby-Roche, Head of Organisational Development and Culture at The White Company; Ali Rees, Head of People for Audiology at Specsavers; and John Randall, Global Culture and Engagement Specialist at Swissport. Together, they explored how businesses can turn lofty mission statements into lived experiences that inspire connection, accountability, and performance.

Shane opened with a thought-provoking reality check: too often, culture change is expected of employees, while leadership continues “business as usual”. He reminded us that transformation must start at the top – with leaders modelling the very values they promote. At The White Company, this reflection led to a multi-year development programme that began with the board. By sharing personal stories about how company values had shaped their own growth, leaders inspired authenticity and honesty right across the organisation.

Ali brought to life how purpose can connect head and heart. At Specsavers, their purpose – changing lives through better sight and hearing – touches everyone in some way. For her, storytelling is key: real stories that link everyday actions to meaningful outcomes. She shared how personal connections and transparency fuel trust, especially when leadership stays down-to-earth and visible. Those small moments, like a founder chatting casually with a team member, build culture more powerfully than any campaign ever could.

John added a vital lens on co-creation. Drawing from his global experience at Swissport, he argued that organisations should listen deeply before defining or refreshing their values. Employees want to recognise themselves in those words. Workshops, surveys, open conversations – these are the tools that make values authentic, grounded in lived experience rather than aspiration alone.

Throughout the discussion, a shared theme emerged: authenticity wins. Purpose and values cannot be static statements – they must evolve, challenge, and grow alongside the organisation. As Shane put it, today’s emerging talent is watching closely. They won’t be persuaded by words, but by evidence of how those words come to life.

If you missed this session, there’s much more to uncover – the practical takeaways, moments of reflection, and the honest dialogue that only happens when culture leaders speak from experience.

Listen to the full conversation now on the Employee Engagement Summit podcast and discover how your organisation can move from principle to practice in embedding purpose and values at every level.

To register your interest for the 2026 Engage Employee Summit click here: https://www.engageemployee.com/engage-employee-summit-registration