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Coates: Strategic human resources to achieve company goals - The Coates Way

The Coates Way

How does Coates go about achieving this vision? A key strategy is to engage its employees to achieve the company goal. Through human resource management, Coates provides a positive employee experience under an approach called the Coates Way. The Coates Way is a cultural change program that ensures all employees have a consistent, clear and simple message that states where Coates is going and how they will get there.

The Coates Way, which was developed in 2004, provides the strategic direction for the company. It is designed to ensure that all employees, whether they work in head office or at a regional branch, understand how the company's vision, purpose and values apply to them on a day-to-day basis. Explaining the company's overarching goals creates a strong focus for employees.

The aspects of the Coates Way

  • Why we exist as a business - The Purpose
  • Where the business is heading - Our Vision
  • How we will get there - Our Critical Success Factors
  • What behaviours are expected - Our Values

The company has developed four critical success factors to measure achievements and determine the success of the company and of individuals. These are the things Coates and its employees must focus on in order to turn the company vision into reality. The critical success factors are:

  • Commit to our customers
  • Develop our people
  • Manage our fleet
  • Grow our company.


(Page 3 of 8)
Associated with:
Learning Area(s):
  • Business Environment | Developing organisational culture
  • Business Environment | Measuring business performance
  • Business Environment | Mission and Objectives
  • Change Management | Strategic planning
  • Employee Relations | Proactive employee relations
  • Human Resource Management | Employee Motivation
  • Human Resource Management | Human resource planning
  • Human Resource Management | Mission and objectives
  • Human Resource Management | Performance management
  • Human Resource Management | Training and development systems and programs
From: Edition 7

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