Well, to Joseph's point, watch for the term "integrity" as marketing jargon. Integrity and other values are proven through action which means you need to spend the time doing your
due diligence.
Personal brands are easy to understand...translate to corporate...
For about two years after Enron and the like, CFOs and other senior finance executives highlighted ETHICS on resumes and were sure to point out the term early in a pitch to me. Most are ethical and not just because they passed the ethics portion of their CPA. Some of these executives literally promoting the value struggled with my interrogation over times they had to challenge their ethics.
Read that last sentence again.