Employee Management

How to make your business mission real for your employees

Integrate your company’s mission statement, vision statement, and value proposition into your company’s daily operations.

Business owners who understand the true purpose of their companies tend to be better at connecting with their customers and employees. To that end, your staff needs to know your company’s mission, too.

  • Business mission statement: Clearly specifies what your company does and why it matters.
  • Vision statement: Vision is knowing who you are, where you’re going, and what your values are.
  • Value proposition: What customers do you serve? Which of their needs do you meet? What relative price do you set for your products or services?

Incorporating your mission statement, vision statement, and value proposition into daily activities at every level of your organization can make employees more personally committed to growth and inspire potential new hires to choose your business over others.

Involve your employees

You may have originally written your core statements with the help of a small team. Now, everyone in your company owns them — which means they deserve a say.

  • Ask your employees for feedback: Do these statements, as written, still reflect the purpose of the organization? If not, what changes need to be made?
  • Reinforce your core statements: Post them prominently in your office and on your website. Reflect on them in meetings and internal newsletters. Make them part of your orientation and training for new hires. Reward employees when they complete tasks that exemplify them. Incorporate how employee roles connect to your company’s greater purpose as part of the performance-review process.
  • Guide employees to carry them out: Jesse Lyn Stoner, founder of the Seapoint Center for Collaborative Leadership in the San Francisco Bay Area, suggests asking your staff to consider how the business mission interacts with their daily tasks. “Each person needs an opportunity to say, ‘How does my position help us achieve this greater purpose?’” she says. For example, Stoner notes that an insurance company might feel their mission is to help people find peace of mind so they and their loved ones will be taken care of financially. If an anxious customer’s first impression of the company is meeting the receptionist, that employee — understanding how to carry out the mission in that role — may respond with a generous spirit.

Engage potential hires

Your core statements also demonstrates to job candidates that their experiences and skills are a good fit for your business.

  • To show potential hires what sets your company apart, include a version of your mission statement in open job postings. Use your conversations with current employees to help tailor this language to a particular role.
  • In hiring interviews, ask candidates about their own career vision for the next three to five years. Then, follow up with a question about how this vision might align with the company’s vision statement.
  • You also might attract outstanding candidates through customer testimonials and videos that convey your value proposition. Testimonials may motivate potential hires to consider how working for your business could improve people’s lives, since a growing number of individuals are looking for work that aligns with their own values, according to Lillian Shapiro of HR360.

Your mission statement, vision statement, and value proposition can be more than a set of abstract exercises. Woven into every aspect of your business, they may help employees and job candidates understand how their work matters and motivate them to new achievements — driving your business to greater success.