KPMG, one of the big four professional services firms ran an internal employee campaign in 2015 that still sticks in my mind to this day. They launched their “Inspire Confidence. Empower Change” purpose statement to the organisation.

And with this claim they didn’t just launch empty words. They showed them coming to life in reality. Over 42,000 employees were featured in their marketing campaigns across offices worldwide with various posters saying things such as “I help farms grow” and “I combat terrorism” – these quotes were attributed to specific employees and their faces shown on the posters.

The campaign ended with the catchphrase “KPMG. You’re here for a purpose”.

So, I say: Show – Don’t Tell. When it comes to culture, that is more powerful.