Best Practices

Establishing Your Company’s Vision, Mission, & Values


People are constantly looking for things that they can stand behind, support, and proudly say they helped contribute to, it’s one of the founding principles of Employee Engagement actually: offering your employees a business to which they feel responsible, and are proud to say they helped build.

When it comes to establishing your Company’s Vision, Mission Statement, and Company Values, you have to look at it from two perspectives:

  1. How your vision, mission, and values help contribute to your business’s growth
  2. How do your vision, mission, and values help attract, retain, and motivate employees to perform at their best?

Your Corporate Vision:

The basic premise of your Corporate Vision is supposed to reflect your company’s roadmap and trajectory. It should indicate what your company wants to become with a set, defined direction for growth. Keeping this in mind, there are ways to word and structure your vision so that you can serve your commercial ends while supporting your employees. Having a vision of “creating local and/or global opportunity while impacting your community” is a great starting point.

This way, you can use your commercial aspirations to help contribute to your local community through either donations of money, time, resources, or opportunities. Your overall vision and acting on behalf of this vision will establish your business’s reputation (a high-level overview) both as a great place to work, and a place of business that holds altruistic morals in addition to your need and want to grow and become successful.

Here is a list of things your Corporate Vision needs:

  • Have a progressive vision of your company’s direction
  • Be inspirational and motivational
  • Needs to reflect your company’s culture and values
  • Should indicate the benefits and improvements the organization will undergo in the future
  • Defines your company’s “raison d’etre” and its direction

Your Mission Statement:

Your mission statement should define why your company exists. The basic tenets of your organizational structure: who your customers are, the products or services you offer, and describe your geographical location and/or reach. If you’re having difficulty in establishing a Mission Statement keep these basic guidelines in mind when you structure it, it should at its very base indicate:

  • Who your primary customers are
  • Identify your products or services offered
  • Describe your geographical location and/or reach

Your mission statement needs to be communicated to your employees, to know what they are helping contribute towards; and beyond the aforementioned list, some things to add in order to make your Mission both inspirational and motivational to your employees is to add aspects to it that go beyond your commercial mission statement. If you want to garner your employees’ devotion to your business, you need to make it about more than simply about your bottom line.

Remember, beyond your business’s Commercial Mission, it should also reflect the “relationships with your customers, employees, suppliers, competitors and the community.” Introducing aspects of Employee Engagement into your Mission Statement will help cultivate support among your employees to get behind your business and will further help spread and increase your company’s reputation. Be sure to disseminate your company’s Mission Statement to your employees clearly, effectively, and as simple as possible to understand.


Your Company’s Core Values

These are the principles upon which your business and the actions enacted by your business are based. Especially with today’s employee market, not only is it important to indicate values that are important for your company’s and employees’ growth, but you need to include values that are both altruistic, and catered to the demographics of your employees. Given that as of 2014 Millennials surpassed Baby Boomers in the workforce representing 25% of the workforce, and by 2020 they will be making up more than 50% of the overall workforce according to Forbes, catering to the wants and needs of this generation is crucial to having your business succeed. Simply put, you need to offer the Values that Millennials want in order to cultivate the best kind of corporate culture.

Some things you should include in your Company Core Values to attract this extremely dedicated and talented group of employees are:

  • Corporate Social Responsibility
  • Diversity & Inclusion
  • Work-Life Balance
  • Ideas Above Things
  • Feedback and Growth
  • Engagement & Purpose

Ensuring that your business is positioned to support community culture, and provides the right kind of growth environment for employees, and provides the right environment that supports healthy living are what any company aiming for success today need to implement.

Millennials are extremely aware of the amount of time that is spent in the workplace and are more than aware of what they want to lead complete lives. Benefits such as being able to work from home and having flexible hours are simply two of the most outright options this new generation are now demanding in order to justify the number of hours needed to be given to an organization. What’s important to remember is that Millennials, while wanting to be able to work anywhere, have a strong support system, and opportunities for growth, are extremely skilled and hard-working employees who can and will propel any business to succeed if their needs and demands are met by employers.