Authenticity meaning: that something is real and genuine and that it meets the expectations about it. It is often used to refer to the genuineness or sincerity of persons, and it can refer to various aspects of a person’s life, such as personality, behavior, thoughts, emotions or statements

Authenticity can also be seen as the degree to which a person is themselves, rather than conforming to the expectations of others. This can lead to a sense of inner peace and contentment because people do not have to hide or pretend to be something they are not

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What is authenticity in business

In business, authenticity refers to the genuineness and sincerity of a company. This can refer to various aspects of the company, such as its mission, vision, values, behavior and communication

An authentic company is transparent about its practices, values and goals. This increases customer and employee confidence in the company. It also helps to better manage customer and employee expectations and avoid unnecessary confusion or frustration

Authenticity during recruitment

Authenticity is also important during the recruitment process. When an organization is authentic while recruiting new employees, it helps attract the candidates who are a good match for the organization and its culture. Because the organization is transparent about its culture and practices, the candidate also gets more realistic expectations. This helps avoid unnecessary confusion or frustration. Also read the article on employer branding, which shows that for the vast majority of candidates, reputation and culture are decisive in choosing which company to apply to

Authenticity and onboarding

Authenticity has an important role in the onboarding of new employees. If an organization is authentic during the onboarding process, it can help new employees identify more quickly with the organization and its mission, vision and values. This can help increase employee engagement, productivity and satisfaction

In addition, an authentic approach to onboarding can help prevent the feelings of isolation or loss of identity that are common among new employees. This allows the organization to create a positive experience for the new employees

Firms that are authentic

There are many companies that are authentic and show this in their mission statement. Below are two telling examples of companies known for their authentic mission:

Patagonia is known for its focus on sustainability and concern for the environment. Their mission has changed from making “tools for life on the mountain” to “we see that life on earth is threatened with extinction. We use our resources we have – our company, our investments, our voice and our imagination – to do something about it.”

An example of a Dutch company with a distinctive authentic mission is Tony’s Chocolonely. They are fighting for 100% slave-free chocolate and working for a fairer chocolate industry. Their mission is to “create a world where everyone eats chocolate without guilt because every piece of chocolate is fairly made.” They have their own unique products, which come in a variety of flavors, and are committed to a fairer chocolate industry through transparency, education and collaboration with other organizations

Another example of a Dutch company with a distinctive authentic mission is the company “Fairphone.” They make smartphones produced in a fair and sustainable way. Their mission is to “reduce the impact of the electronics industry on people and planet, by creating a fairer production chain and offering a fair smartphone.” Fairphone works to create a transparent production chain and reduce the environmental impact of manufacturing, as well as provide repair instructions and parts to extend the life of the phones

What are new employees looking for?

For companies with an authentic mission, it is easier to attract employees because their authentic mission and values often align with many people’s personal values and beliefs. Many people want to work for companies that have a positive impact on the world, and these companies often have a clear, sustainable and ethical mission

Please also read more about gamification, E-learning and be inspired by induction program examples

Authenticity pays

Developing authenticity within a company means sticking to a central goal, genuinely believing in something and going for it 100%. And that’s important because people care more than ever about the “why” of brands they associate with: what they buy, who they work for and what places they visit. The more virtual our lives become, the more we appear to crave something real. People want not just a product or a service, but an experience. An experience that is more honest and transparent … more authentic, and companies will have to give employees and customers what they want if they want to survive