There are many ways to define or approach a company mission statement, but the intent is the same in all cases: Mission statements are meant to align an organization’s employees to a clear, primary purpose. While many mission statements aren't particularly inspiring, the most effective ones help employees find meaning in their work and feel like they're making a difference for the greater good.
Unfortunately, our 2015 North American workforce survey found that a majority of workers fail to find such a sense of purpose in their employer's mission statement; often because they don't even know what it is. They understand job demands and performance evaluations, but aren't able to see how their own daily efforts impact the bigger picture.
The best company mission statements pull double duty as compelling engagement tools. For example, our mission statement at Achievers is “To Change the Way the World Works." We know it sounds lofty, but we genuinely believe that the work we do each day can have a real impact on the work lives of millions of employees globally. And we like to think that our big mission is part of why our employees come to work every day and give an A-plus effort.
If you think your mission statement still needs work, we’ve pulled some inspiration from organizations with passionate employees and big goals. Hopefully this will help you find a new way to energize and align your employee base:
The mission: “To give everyone the power to create and share ideas and information, instantly, without barriers.” The technology company aims to remove communication barriers and help people connect with one another. What's more heartwarming than that?
The mission: “Our passion is to listen to our customers and deliver a product that allows the consumer to feel the pride, respect and trust of everyone at the Clarks Companies N.A.” Clarks focuses on guiding employees to create high-quality products and deliver excellent customer service.
3. MGM Resorts International
The mission: “MGM Resorts International is the leader in entertainment & hospitality—a diverse collection of extraordinary people, distinctive brands and best in class destinations. Working together, we create partnerships and experiences that engage, entertain and inspire.” MGM's commitment to diversity encourages its employees to work collaboratively as they pursue innovation.
The mission: “To refresh the world…To inspire moments of optimism and happiness…To create value and make a difference.” This uplifting mission statement reaches beyond the company's flagship soft drink, instead resolving to make the world a happier and more inspired place.
The mission: “We inspire, educate and outfit for a lifetime of adventure and stewardship.” Their mission ties their employees to a love of the outdoors, sustainability, and healthy living.
According to Gallup, sincere mission statements help improve employee loyalty, employee alignment, and customer engagement. With those results, there's no reason not to get on board by creating a company mission statement that actually works.