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Last Updated on November 26, 2020

How to Write a Mission Statement That Empowers Your Employees

How to Write a Mission Statement That Empowers Your Employees

A mission statement is the battle cry of an organization. It is a sentence or set of sentences that state the firm’s organizing idea—its reason for being. With a mission statement, the founders, the management, and the employees declare, “this is why we are in business”, and “this is why we fight”.

The mission statement infuses an organization with purpose and clarity and empowers employees to attack the problems and opportunities necessary to achieve the firm’s goals.

What is the purpose of your business? What is the battle cry that you want to send your employees out to battle with, empowering them with a clear purpose? Why are you here and why should your employees care?

A mission statement is not merely a bland statement of what the business does. It is an attempt by the founders to achieve buy-in from the employees and state to the world why they exist in ways that enthuse the people within the firm, earn the admiration of potential employees, and burnish the business’ brand.

In asking these questions, another question then arises: how does the typical business owner craft a mission statement that will encapsulate what the business is about and empower employees?

In this article, we will look at various, exemplary mission statements to fire up your imaginations and get you thinking and then, breakdown the tasks that must be accomplished to craft an impactful mission statement that will empower employees.

Whether you are a startup founder or the owner of an old business, you need to consider the importance of clarifying your mission and the huge impact that would have on achieving buy-in from your employees so they feel tied to the destiny of the company and are empowered to fight for its goals.

Without further ado, let’s look at mission statements in more detail!

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Examples of Exemplary Mission Statements

  • Alphabet: “Organize the world’s information and make it universally accessible and useful.”
  • IKEA: “Offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.”
  • Nike: “To bring inspiration and innovation to every athlete in the world.”
  • Facebook: “Give people the power to build community and bring the world closer together.”
  • Verizon: “We deliver the promise of the digital world to our customers. We make their innovative lifestyles possible. We do it all through the most reliable network and the latest technology.”
  • Southwest Airlines: “Dedication to the highest quality of customer service delivered with a sense of warmth, friendliness, individual pride, and company spirit.”
  • Tesla: “To accelerate the world’s transition to sustainable energy.”

The mission statements above are the organizing ideas of some of the greatest companies in the world and as such, they influence the decision-making, behavior, and strategic direction of the company.

Every decision an employee makes is grounded in the principles laid bare in the mission statement. Through achieving clarity in the mission statement, the employees are freed to work without confusion.

Read on to learn how to write an effective mission statement,

1. Ask the Four Questions

According to Patrick Hull, four important questions go into the writing of a mission statement:[1]

  1. What is the purpose of the company?
  2. How do we do it?
  3. Whom do we do it for?
  4. What value are we bringing?

Research by Professor Chris Bart of McMaster University dovetails with this and indicates that a mission statement has to include three essential components: the target audience, the product or service offered, and the distinction or competitive advantage the company has over rivals.[2]

Bart’s research also suggests that only about 10% of mission statements say something meaningful. It is essential to be clear on the three keys otherwise your mission statement is hot air.

2. State How the Business Empowers Its Employees

Without employee buy-in, it is very difficult to achieve the goals of the business. It is for this reason that the companies people most want to work for are some of the most successful businesses in the world.[3]

Creating the right corporate culture—a culture that rewards employees, inspires them, and defines clearly why they are there, to begin with—is important. And it begins with the mission statement. It is important to not simply state why your business is good for its employees but also say how, and then work to achieve that.

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This encompasses questions of diversity, creative freedom, continuing education, fairness, and empowerment. Every business will claim that it is good for its employees, so you need to stand out from the crowd because you are competing in the market for employees.

You may feel that you have to say the obvious, bookmark ideas, and remind people of values, even if shared across the business community. But you have to find a differentiator. As you may have noticed from the above examples, many mission statements are customer-facing and rather ignore the employees. I suggest bucking the trend.

A good example of this is American Express’ mission statement, which reads:

“We have a mission to be the world’s most respected service brand. To do this, we have established a culture that supports our team members, so they can provide exceptional service to our customers.”

3. Be Candid

We have all read those mind-numbingly boring examples of corporate-ease—those pieces of corporate literature that seem to be nothing but a smorgasbord of buzzwords. Though jargon has its places in providing a shared language to transmit ideas, the mission statement is the one place that demands a more colloquial approach.

Richard Branson, in discussing how to craft a mission statement, insists that it should be clear and contain no unnecessary jargon.[4] He discussed Yahoo’s mission statement with this idea in mind and suggested that though it was interesting, it was too dense to be understood by most people and therefore, was meaningless and useless.

A good example of clarity, and simplicity is Alphabet’s (the parent company of Google) mission statement: “Organize the world’s information and make it universally accessible and useful.”

Research shows that there is a direct link between future shareholder returns and the candor of corporate language.[5] The more candid a business’ language, the more trust it earns from shareholders, and the greater future performance.

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The logic can be extended to the relationship between employees and owners: establish trust with candor and thereby earn the devotion of your employees and excess effort. This means stripping away jargon to be as clear and candid as possible about what you are offering your employees. You can only earn the trust and sacrifice of your employees with candor.

4. Inspire

Tesla’s mission statement is a good example of this, not simply because of what it says but what it omits. The company commits to clean energy and advancing technologies, such as the batteries it is famous for as well as its electric vehicles.

An employee at Tesla is charged with the mission of fighting the good fight for sustainable energy. Interestingly, Tesla is a car manufacturer. But the mission statement says nothing about cars—anyone can make cars. Tesla zeroes in on something bigger than cars, and without saying so, links Tesla to broader struggles against climate change.

Whether you like Tesla or not, Tesla indeed has a fervent base of admirers and this brand strength starts with things like the mission statement.

5. Balance Realism With Optimism

One criticism of mission statements is that they often are too optimistic and unrealistic. Business is about working for ideals through reality.

Take Southwestern’s mission statement, which offers realism in the first part: “Dedication to the highest quality of customer service”—and balances it out with idealism—”delivered with a sense of warmth, friendliness, individual pride, and company spirit”—to create a powerful mission statement.

Realism alone is dull and uninspiring, and idealism and optimism on its own can seem like a reach. But together, they make a mission statement powerful. In thinking about how you will empower your employees, balance realism and optimism.

6. Think Strategically

As the organizing idea of the business, a mission statement should endure. Think long-term—think strategically. Every decision and every action taken by and within the company flows from the mission statement. Consequently, it is of the utmost importance that you frame a mission statement within the context of the long-term so that it does not constrain or narrow the scope of the business.

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7. Seek Employee Input

A lot of this discussion has been top-down. But the most important thing you can do as an employer is to ask your employees for. This will not only tell you what they want to achieve within the company and what they want from the company, but it will also help establish a corporate culture that empowers employees by constantly communicating with them and seeking their buy-in in developing the business.

This will help them stay focused even when they’re working from home. It makes little sense to have a top-down approach in establishing the corporate culture and then wondering why employees do not feel empowered.

Toyota is perhaps the best example in the world of the benefits of creating a corporate culture that embraces employee input. Indeed, the “Toyota Way” may be the most integrated corporate culture in the world and seeks employee input down to the lowliest shop floor employee.

Seeking employee input cannot be overly emphasized.

Final Words

We have seen examples of great mission statements of some of the world’s leading businesses. Along the way, we have established the importance of asking the “four questions”, stating how the business empowers its employees, being candid, inspiring, balancing realism with optimism, thinking strategically, and seeking employee input.

It is important to see the mission statement as the organizing idea of the company and not just something to chuck into a business plan. From the mission statement, you establish the corporate culture of the company and the conditions that will allow your employees to be and feel empowered.

It is vital to take the mission statement both seriously and enthusiastically. The benefits are a devoted and enthusiastic workforce as well as a stronger brand and a corporate culture that will fuel future returns.

More About Writing a Mission Statement

Featured photo credit: Bram Naus via unsplash.com

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Reference

More by this author

Chris Porteous

The CEO of Grey Smoke Media / My SEO Sucks, helping entrepreneurs to grow their businesses.

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Last Updated on May 23, 2021

10 Best Free Job Apps You Need For Effective Job Hunting

10 Best Free Job Apps You Need For Effective Job Hunting

Seeking for the right job but not sure how to do it in a more effective way?

Try job search apps!

To make the job hunting process easier, I’m recommending 10 best job apps that can help you look for the right match anywhere at any time. The best of all? They’re all free!

1. jobandtalent

jobandtalent

    Great for browsing new jobs as you commute home via subway, bus or carpool, the jobandtalent app is like a Pinterest for job seekers.

    Easily browse, save and revisit job postings from your smartphone and receive notifications about jobs that match your professional qualifications.

    Download it for iOS and Android.

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    2. Jobr

    jobr

      This job hunting app is unique in that it lets you anonymously browse job listings based on your professional resume. If a company that you like also shows an interest in you, the app let’s you chat directly with a company rep. Great for getting your foot in the door and making a memorable impression.

      Download it for iOS.

      3. Monster Job Search

      monster job search

        I’m a big fan of Monster. It’s one of the first job sites employers think of when they want to list a new position online. The Monster Job Search app functions pretty similarly to the normal website, so it’s very easy to use for not-so-tech-savvy job hunters.

        Download it for iOS and Android.

        4. Jobs and Career Search

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        job and career search

          This is a good, simple app for browsing global locations for your next job. With a job index of more than 50,000 jobs listed globally, this app is a good choice if you are moving to a new area and want to line a new job up quickly.

          Download it for iOS.

          5. Hyper Networking Groups

          hyper networking groups

            This job hunting app isn’t so much a job hunting app as it is a connections hunting app. It’s great for learning who’s who in your desired field and forming connections. It also shows you how you and your industry connections are connected via your social networks, so you can follow up with them on your other social sites.

            Download it for iOS.

            6. CardDrop

            CardDrop

              CardDrop is an awesome job hunting app that let’s you digitally drop and pick up virtual business cards. This app is great for helping you make new connections at seminars, interviews, meetings and conferences. You can also attach social media profiles to the cards you pick up or send to enable easier connecting on social networks.

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              Download it for Android and iOS.

              7. Job Interview Questions

              interview questions both

                Okay, so this app looks kind of outdated, but it’s super useful for getting you into the swing of answering any kind of interview question that is thrown your way. The big benefit of using this app is that it explains to you what your interviewers motivations might be for asking you a specific kind of question. Learn what your interviewer is looking for in your answers and be more prepared for the real interview when the time comes.

                Download it for Android.

                8. 101 Interview Questions and Answers

                101 both

                  This app is great because it provides guidance about the kinds of answers you should give for each kind of question. Think of it as an essay rubric but for job interview questions.

                  Download it for Android.

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                  9. Job Interview Question-Answer

                  q and a

                    Feeling confident with your text-answered interview questions but concerned about doing the face-to-face interview? This app prepares you for interacting with your interviewer by simulating an employer asking you questions.

                    You can record your response and see what you look like to the interviewer to understand what movements, vocal pauses, etc. you need to work on.

                    Download this app for iOS and Android.

                    10. HireVue

                    hirevue

                      HireVue is a great job hunting app for those times when your interviewer wants to get some preliminary questions out of the way.

                      When an interested employer wants to interview you, they send you a request via HireVue and you can answer it in your free time, when you’re ready. Your interview might consist of a some FaceTime, some multiple choice questions or open-ended text answers and can be completed and sent to the interviewer when you’re finish.

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                      Download it for Android and iOS.

                      Featured photo credit: Yura Fresh via unsplash.com

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