A company’s mission isn’t just fancy words on a wall. It keeps your brand alive, brings your team together, and gives your work meaning.
But let’s be honest: creating a strong mission statement isn’t easy!
If it’s too vague, it’ll sound like corporate jargon. It will be as lifeless as a boring manual if it’s too strict. So, how do you make your mission statement stand out and make a difference?
Don’t worry, we’ve got you!
Here are 12 easy, practical tips for writing a mission statement that matters, inspires, and makes a difference. Let’s get started!
Understanding the Basics
Before we discuss the tips, let’s define a mission statement and explain why it matters for employee branding.
A good mission statement is a short, powerful statement of the company’s purpose, values, and goals. It forms the bedrock of your organization’s identity.
On the other hand, employee branding describes how your team views the company or wishes to represent it. A strong mission statement supports building a positive employee brand: more engagement, retention, and happier employees.
What is Employee Branding?
Employee branding refers to your employee’s and potential hires’ perception of your company. It’s not just about attracting talent; it’s about creating a workplace where people genuinely want to stay and thrive.
According to LinkedIn, companies with strong employee brands see 50% lower hiring costs and a 28% decrease in organization turnover. This proves that investing in employee branding is not only suitable for culture but also great for business.
The Role of a Mission Statement in Shaping Employee Branding
A mission statement tells employees what the company stands for. When employees believe in this mission, they feel connected and motivated. It helps them see how their goals match the company’s goals, making them more engaged and excited to contribute.
Take Patagonia. Their corporate mission statement guides their sustainability efforts and attracts like-minded employees. Writing a mission statement that resonates with your team is essential to building a strong employee brand.
12 Tips for Crafting an Effective Mission Statement
Now that we understand the basics let’s explore 12 tips to help you write a mission statement that enhances your employee branding and everything about what to include in a company mission statement.
Tip 1: Keep It Short
If you ask us how long a mission statement should be, our answer is simple: Short and sweet. A good mission statement is short, succinct, and simple to memorize. Go with 1-2 sentences. Take Nike’s corporate mission statement: “To bring inspiration and innovation to every athlete in the world.” See how simple, powerful, and engaging it is.
Tip 2: Be Clear and Specific
Avoid vague words and be direct about your company’s purpose. A good example is Tesla’s mission statement: “To accelerate the world’s transition to sustainable energy.” It’s clear, ambitious, and easy to understand.
Tip 3: Align with Company Values
Your mission statement should define what your organization stands for. Google hits the nail with its mission statement: “To organize the world’s information and make it universally accessible and useful.” This statement ties directly to Google’s mission of making knowledge available to all.
Tip 4: Focus on the Employee Experience
Show them what’s in it for the employees. A good mission statement emphasizes opportunities, growth, and a positive work environment. Zappos keeps it simple with “To live and deliver WOW,” connecting employee happiness to their core commitment.
Tip 5: Incorporate Company Culture
Your corporate mission statement should capture your culture. This will help your employees feel a connection to your company’s values. Southwest Airlines’ mission: “Dedication to the highest quality of Customer Service delivered with a sense of warmth, friendliness, individual pride, and Company Spirit,” sums up their fun, people-first culture.
Tip 6: Make It Inspiring
Motivational language fuels employee engagement and loyalty. Apple keeps it bold: “Apple’s commitment to innovation and excellence.” A strong, inspiring mission statement can drive employees to embody your company’s vision.
Tip 7: Be Authentic
Avoid typical clichés and work towards good, genuine mission statements. If the mission is authentic, employees will respond in terms of trust and credibility.
Ben & Jerry’s mission—“To make, distribute & sell the finest quality all-natural ice cream and euphoric concoctions “—says a lot about their commitment to quality and the environment.
Tip 8: Include a Call to Action
Incorporate a call to action that will drive engagement amongst employees.
IKEA’s mission, “To create a better everyday life for many people,” inspires employees to innovate and make a difference. A strong call to action ignites passion and propels growth.
Tip 9: Consider Long-Term Goals
A mission statement should reflect long-term goals. Amazon’s mission, “To be Earth’s most customer-centric company,” clearly sets its vision for transforming customer experiences over time.
Tip 10: Use Inclusive Language
Make sure your mission statement welcomes everyone. Inclusive language fosters a sense of belonging and attracts diverse talent. Coca-Cola’s mission, “To refresh the world in mind, body, and spirit,” speaks to a global audience and promotes unity.
Tip 11: Test and Refine
Don’t write and forget! Continuously test and refine your mission statement with the feedback of the employees. As your company grows, so should your mission statement. That way, it is ensured to be relevant and will continue to pack an impact, helping your company grow with the help of your employees.
Tip 12: Communicate Effectively
Your mission statement is not effective if it’s kept in a drawer. Share it widely and ensure everyone understands and agrees with it. Use every communication channel—meetings, newsletters, intranet—to keep your mission front and center for all employees.
How to Create a Mission Statement
Writing a mission statement is not an overwhelming task. Here is a simple, step-by-step process to get you started:
1. Determine Your Core Values
Find out your organization’s core values. These values should be the foundation on which your mission statement is built and should guide every major decision and action of your organization.
2. Define Your Purpose
Be clear about what you do as an organization. What problem do you try to solve? Why does your organization exist, and how do you make a difference?
3. Set Clear Goals
Outline definite, measurable, attainable goals to guide the company toward its purpose and living by its values.
4. Keep It Concise
Keep it short and impactful. One or two sentences should clearly state your company’s vision and purpose.
5. Make It Inspiring
The mission statement should motivate your employees and stakeholders. An inspiring mission statement will fuel engagement and productivity in the workplace.
6. Review and Refine
Don’t forget to gather feedback from your team and continually refine your mission statement. Keep it relevant, authentic, and aligned with your evolving company culture.
Implementing the Mission Statement
Now that you have a well-crafted mission statement, it is time to implement it. Here is how you can do that effectively:
1. Integrating the Mission Statement into Daily Operations
Make your mission statement the focal point of all your day-to-day operations. It is meant to be a reference for any decision, goal-setting, or performance review. When everybody within the firm has the same understanding of the mission, the mission becomes an energizing force for every activity.
2. Using the Mission Statement to Express Company Vision and Values to Employees
Share the mission statement regularly with your employees. It will remind them of the vision and values on which your company was founded, allowing them to align their personal goals with the broader organizational objectives. This will create a sense of purpose, unity, and pride in the workplace.
Make your mission statement the focal point of all your day-to-day operations. It is meant to be a reference for any decision, goal-setting, or performance review. When everybody within the firm has the same understanding of the mission, the mission becomes an energizing force for every activity.
Finally
Crafting a mission statement is not an activity—it’s a game-changer for your employee branding. Follow these 12 tips in the blog to create a mission statement that will genuinely resonate with your employees, reflect your company values, and feed success.
A mission statement is more than just words. It shapes your company’s culture, guides decisions, and inspires your team daily.
So, what are you waiting for?
Get cracking.
Review and refine your mission statement today, and watch how it can do wonders for your employee branding. This little step may spark your organization’s need to transform and make a difference in your mission.
