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Create a Mission-Based Culture

4 Ways to Create a Mission-Based Culture Where Employees Will Thrive

A company’s mission statement is the driving force behind its company culture. It’s what ignites passion and motivation in employees.

At Achievers, our mission is simple: to change the way the world works. We aspire to do that by aligning everyone with business goals and company values, driven by recognizing shared victories every day. In short, we aim to make success a way of life.

Creating a mission-based culture is crucial for employee — and ultimately, company — success. In fact, according to our latest report, 76 percent of North American employees cited a positive corporate culture as the single most important quality in an employer.

By focusing on your mission company-wide, you open the door for more meaningful employee experiences and a more motivated team.

Here are four steps you can take to instill a mission-based culture at your company:

  1. Start with the employee

Empowering employees to adopt the company’s mission and values as their own is the first step in creating a mission-based culture.

Help your team take this step by encouraging employees to approach their work with an entrepreneurial mindset. Challenge your team to proactively and creatively find solutions to issues the company is facing.

Software companies, for instance, use hackathons to discover new solutions in programming. Leverage this idea to bring people together to accomplish challenges that can have impact throughout the company.

Jumpstart the event by asking employees to note the biggest challenges they or your customers are facing. Next, have them form teams and begin collaborating. Give employees a designated amount of time (traditional hackathons are about 48 hours) to design a program, role, or even software to solve the issues they presented.

The last step is to have employees present their solution and successfully explain how it reinforces the company’s mission. The winning team can then move forward with implementing their solution.

  1. Celebrate your mission

 Recognition isn’t just about celebrating your employees. It’s also about celebrating your company’s mission and recognizing those who exemplify it. In doing so, employees are able to see a direct connection between their efforts, the mission statement, and the company culture.

Unfortunately, it seems many companies are missing the recognition mark. In fact, our report also found that 55 percent of North American employees noted a lack of recognition and engagement as the main reasons behind wanting to change jobs.

At Achievers, we maintain a strong, positive culture by tying our communication and employee recognition efforts to employees’ work. For example, on a quarterly basis, our company comes together for a rewards and recognition (R&R) celebrations.

We place a lot of importance on giving our employees a voice and making it known throughout the company. We are not only proud of our employees, but also we value them and want to demonstrate that during the R&R celebration.

Recognitions are shared company-wide, highlighting examples of how our employees make a difference both internally and with our customers. No accomplishment is too small. They are meaningful, impactful, and push the company’s mission forward.

  1. Be transparent during the good and the bad

 Transparency allows employees to clearly see how their efforts impact overall organizational goals. To give employees a greater sense of transparency, let your company’s mission and values shine through in every situation — both good and bad.

When something great happens, like the promotion of a team member, celebrate it publicly. Explain what this employee did to earn a promotion and how their actions and attitude positively reflect the company’s mission. This way, employees can see the company mission in action and learn and grow from it.

While not as easy to do, it’s equally important to share the downsides of the job with employees. If you lose a client, for instance, be open and honest with your team about why this happened. Most importantly, use this time to inspire employees and unite them behind your mission. By discussing the issue as a team, you and the company can learn from this experience and help prevent similar issues in the future.

  1. Stay connected

 Your company and employees are constantly evolving. Even if your mission stays the same, the connections and values employees have will change. Because each employee is unique, you need to stay connected to their emotions and relationship with the company.

To accomplish this, arm your managers with the tools they need to listen to their employees, as well as offer recognition, on a consistent basis.

Technology that allows your managers to get a pulse on their direct reports on a daily basis will provide more insight into accomplishments and challenges than an annual or quarterly survey. More importantly, the data managers receive is in real-time, which allows them to take immediate action.

Giving your managers the tools they need to listen and respond to their direct reports in a personalized way brings it full-circle and back to the company mission. These practices will give leaders the opportunity to understand what matters to their employees, react in the moment, and redirect employees to a more engaged, mission-based culture.

Find out more about your employees’ needs and expectations by downloading our report here.

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Are you free in October? Come see me and discover how to increase employee engagement by attending Achievers Customer Experience (ACE) 2018 in Toronto, October 23-24. Get the early bird rate and save $200 off the regular rate today. Buy now here.

Do you have any thoughts on this article? Share your comments below.

About the Author
Diane ScheidlerDiane Scheidler is the Head of HR at Achievers, an employee engagement platform specifically designed to align everyone with business objectives and company values, driven by recognizing shared victories every day.

 

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Company Missions and Values

Top 5 Company Missions and Values

Keeping employees engaged is vital for the health of your company, but it’s not a simple task that you can just scribble at the bottom of your to-do list. Your employees respond in complex emotional ways to the culture of your company, and the more positive and well-defined that culture is, the more they will feel they belong. Missions and values articulated through mission statements define a company’s identity right from the moment of its founding. When shared widely, these expressions of an organization’s purpose are an incredibly powerful tool for creating and focusing employee loyalty. Douglas Ready, a senior lecturer at MIT’s Sloan School of Management, points out that the secret to getting employees engaged “lies in three organizational capabilities: being purpose-driven, performance-oriented, and principles-led. Developing the three together is referred to as creating ‘collective ambition.'” But how do you put your company’s purpose into words?

Vision, Mission, Values… Parsing the Vocabulary of Inspiration

Although a variety of terms can be used, each company statement usually expresses some guiding vision or purpose, followed by a set of practices or behaviors that aim to realize that purpose. Let’s take a look at Ericsson. The first sentence of their vision states, “Our vision is a Networked Society where every person and every industry is empowered to reach their full potential.” That vision declares what this company is aspiring to; it describes the world that they want to help create. Ericsson’s mission statement describes how they plan to proceed: “We…have set out our mission to lead transformation through mobility… We do this in three principal ways…” And then they go on to enumerate those three ways. Occasionally, companies switch up this language and use the word “mission” to describe their overall vision, and the word “values” or “strategy” to explain how they plan to get there. As PwC puts it, “Our purpose is why we exist. Our values define how we behave.”

Building Blocks for Expressing Your Purpose

If your company’s reason for existing is buried in a pile of printed brochures and hasn’t seen the light of day since your founding, or if you’re creating a mission statement for the very first time, it’s helpful to look at how other organizations have chosen to express themselves. Five qualities that characterize the very best mission statements are as follows:

1. Innovation

In most cases, today’s companies are looking to create solutions better than any that existed in the past, and they want their mission statements to express this aim. An example is Samsung’s vision statement, which begins, “Through innovative, reliable products and services…” and then goes on to elaborate how they are “taking the world in imaginative new directions.” Our own mission statement here at Achievers also centers on innovation: The purpose behind what we do every day is “To Change the Way the World Works.”

2. Optimism

Regardless of how mission statements are structured, the one quality they universally share is that of optimism. A statement may specifically address the future role of the company, as when Cott says their vision is “To become the leading North American and European Water, Coffee, Tea and Filtration service provider …” On the other hand, Bank of Montreal (BMO) simply lists as one of their values, “Make Tomorrow Better.”

3. Integrity

Ryan, LLC specifically lists integrity as one of their company’s core values. They promise to “Do the right thing” on their web page, letting employees and customers know that they can trust the company’s honesty. PwC also lists “Act with Integrity” as their very first corporate value. The company identifies the primacy of this value, along with others like “work together” and “make a difference” as the way they strengthen employee alignment.

4. Generosity and Citizenship

Businesses don’t exist in a vacuum. Even a primarily online company still participates in its surrounding community, providing employment and paying taxes. Rogers places the following statement in a bold banner at the top of their “Vision and Strategy” page: “Contributing to our community, economy, and society in a meaningful way.” They go on to elaborate, saying, “We strive to be a good business for our customers and shareholders, a good employer for our people, and a good neighbor in the communities where we operate.” PwC also directs their purpose in an outward direction: “Our purpose is to build trust in society and solve important problems.”

5. Employee Empowerment

The importance of a company organizing its fundamental principles around employee motivation cannot be overstated. Your employees are your most valuable asset, and managing them well requires a clear declaration of their worth. It makes a real difference when (as with Cott), a company states: “Cott employees worldwide are united by a single, unifying core value: to think and act as owners and as if Cott’s resources and reputation were our own.” One of the values listed by 3M underlines this principle: ” [We will] …value and develop our employees’ diverse talents, initiative and leadership.”

The majority of employees — 57 percent — say they aren’t motivated by their company’s mission statement. This may be because they simply aren’t aware of it: Only 39 percent of workers even know their organization’s mission statement, and just 40 percent say they are familiar with the vision or purpose behind the work they do each day. The next time you’re thinking about revamping your company’s mission statement, remember to keep in mind these shocking stats and leverage our top five company missions and values list.

To learn more about how companies like 3M, Rogers and Ericsson are effectively engaging employees, access their success stories here.

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