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Our values

At Yellow Pages our most important resource is our people. We offer a dynamic work environment where people are encouraged to push their boundaries, celebrate their talents and embrace change. We’re passionate about what we do and we’re committed to providing unparalleled experiences to all our customers.

We value creativity, collaboration, passion and respect for others, and these actions and behaviours directly contribute to the success and growth of our brand across the country.



John R. Ireland

“Our values are the foundation of our corporate culture and make us uniquely Yellow. They are the common thread that connects and guides us every day. That is why our actions and behaviours must speak much louder than our words to truly live these values at YP.”

John R. Ireland
Senior Vice-President, Organizational Effectiveness



  • I challenge the status quo
  • I express my ideas and propose new solutions
  • I'm open to suggestions and ideas from others
  • I take risks and learn from my mistakes



  • I consult my colleagues to understand their needs, roles and contribution
  • I share information, knowledge and expertise in a timely manner
  • I listen with an open mind
  • I recognize the efforts and achievements of others



  • I am empathic to others
  • I value people's time
  • I welcome feedback
  • I'm dedicated to deliver on my commitments



  • Even during challenging times, I approach things with a winning attitude
  • I take ownership of my own development to stay current in my field
  • I go above and beyond for our internal and external customers
  • I'm flexible and embrace change


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