Do Your Employees Know Your Mission Statement? This Is Why It’s Important

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How many of your employees know the purpose behind your mission statement, how they contribute to it, or even what your mission statement is? A 2015 Achievers’ survey, The greatness gap: The state of employee disengagement, states a staggering 61 percent of employees don’t know their company’s mission statement. What’s more, of those who are familiar with their company’s mission, 57 percent are not motivated by it.

[Click to Tweet: “61 percent of employees don’t know their company’s mission statement (@Achievers).”]

The same survey shows only half of employees (49 percent) are happy at work. A greater number of employees are searching for new careers where they can identify with the company’s values and feel their role has a purpose.

Here’s how engaging employees with your mission statement can change these numbers:

Why Your Mission Is Important

Most employees aren’t engaged with the bigger picture of their company and the ‘why’ behind their role. This lack of engagement means employees are likely uninvolved, unenthusiastic about their work, and not committed to their workplace.

Making employees aware of the history behind your mission statement and how their role contributes to the greater good of the company’s future will create a clearer image of the company’s vision. Employees who are aware of the key details behind the company’s mission are more likely to become actively engaged in the workplace.

Let Them Get To Know The Company

Most leaders who deeply believe in their mission statement don’t solely place value on hitting monetary goals. It’s pertinent for clients and customers to see every part of your company values their needs above all. But what about employees who don’t know the meaning behind the mission statement? It’s hard to place value on something you don’t fully understand.

Deloitte asked 1,053 full-time employees in its 2014 core beliefs and culture survey what their biggest goal is. The study found 38 percent of employees feel that making a positive impact on clients and customers is their biggest goal. Those without a strong sense of purpose placed higher value on hitting monetary goals.

[Click to Tweet: “38% of employees say making a positive impact is their biggest goal (@Deloitte).”]

Reinforcing your mission statement will direct employees toward gaining a stronger sense of purpose within the company and their specific role. Sit down in a one-on-one meeting to better understand what the mission statement means to your employees. Give them insight into what the mission statement means to you, as a leader, and clarify any disconnect holding them back from pushing the vision forward.

Adding Value

Confidence is vital when leading employees toward a successful career path within your company. The aforementioned survey by Deloitte found employees who work for an organization with a strong sense of purpose have a higher confidence level.

Your mission statement is a valuable tool for increasing employee confidence. A strong belief in their organization’s mission and values instills spirit and determination to go above and beyond typical duties. This new confidence encourages employees to commit to delivering the best goods and services, focus on adding purpose to the mission with long-term goals, and commitment to the company.

During weekly team meetings or through using fun recognition software, reward employees for carrying out the company’s mission statement. This will entice them to continue working hard for the betterment of the company and encourage others to join in on keeping the mission statement front and center.

Living The Mission Statement

Once employees are well aware of your company’s mission statement, lead your team into making it part of daily workplace culture. Employees are the faces of organizations, so guiding them toward putting effort into projecting the mission will allow clients and customers to see it as well.

Set goals with employees based off of the company’s mission and explain how these goals coordinate with your values. Goals established on a common mission and values will help them follow through with carrying out the purpose of the organization.

Bring your team closer together and get involved with your mission statement through volunteer opportunities. If your mission fits in with a specific cause, host volunteering events for your group. This will give them a glimpse into why their role is significant in keeping the mission statement strong.

How do you help your employees understand the organization’s mission statement? Let us know in the comments!

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Val Matta
Val Matta
Val Matta is the vice president of business development at CareerShift, a comprehensive job hunting and career management solution that gives job seekers complete control over their job search. It's available for individual users, university and military career services centers, libraries, and corporations seeking to offer outplacement assistance to former employees. Connect with Val and CareerShift on LinkedIn.